Let’s face it: hiring salespeople is terrifying. It is easily the highest-stakes gambling a business does. You’re looking for a rainmaker who can push the company forward, but the risk of a bad hire is massive. We’ve all seen the stats—a single failed sales hire can cost a company upwards of $240,000. Why does it happen so often? Because traditional interviews are a trap. Salespeople are professional communicators; they are literally trained to sell you during interviews. It is remarkably easy to confuse a candidate who is good at selling themselves with one who is good at selling your product.