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Practical work samples and role plays are essential for evaluating Account Executive candidates because they reveal capabilities that resumes and traditional interviews often miss. Sales roles require a unique blend of relationship-building skills, strategic thinking, and the ability to navigate complex sales scenarios under pressure. By observing candidates in simulated real-world situations, hiring managers can assess how they handle objections, communicate value propositions, and build rapport—all critical competencies for success in this role. These exercises also demonstrate a candidate's preparation habits, adaptability, and problem-solving approach, providing valuable insights into how they might perform when representing your company to potential clients.
Activity #1: Discovery Call Role Play
Description:
This role play simulates a discovery call with a potential client, allowing you to evaluate the candidate's ability to build rapport, ask insightful questions, and identify client needs. Discovery calls are fundamental to the Account Executive role as they set the foundation for understanding client requirements and positioning your solutions effectively.
Directions for the Company:
- Provide the candidate with a brief company overview, product/service information, and target client profile 24 hours before the interview.
- Include a recording of an exemplary discovery call conducted by one of your top-performing Account Executives.
- Assign an interviewer to play the role of a potential client with specific pain points and objections.
- Prepare a scenario sheet for the interviewer with background information, pain points, budget constraints, and potential objections.
- Allocate 20-25 minutes for the role play followed by 5-10 minutes for feedback.
Directions for the Candidate:
- Review the provided materials to understand the company's offerings and target client profile.
- Prepare a strategy for conducting an effective discovery call, including key questions to uncover client needs.
- During the role play, focus on building rapport, asking open-ended questions, and identifying the client's pain points.
- Listen actively and adapt your approach based on the client's responses.
- Be prepared to articulate the value proposition in a way that addresses the specific needs uncovered during the conversation.
Feedback Mechanism:
- After the role play, the interviewer should provide specific feedback on what the candidate did well (e.g., "I appreciated how you asked follow-up questions to understand our budget constraints better").
- The interviewer should also offer one area for improvement (e.g., "You could have explored our current solution's limitations more deeply").
- Give the candidate 5 minutes to reflect on the feedback and then conduct a brief follow-up segment where they can demonstrate how they would incorporate the feedback.
Activity #2: Objection Handling Scenario
Description:
This exercise tests the candidate's ability to address common sales objections effectively. Account Executives regularly encounter resistance and must navigate objections while maintaining positive client relationships. This activity reveals how candidates think on their feet and whether they can turn potential roadblocks into opportunities.
Directions for the Company:
- Create a written scenario describing a sales conversation that has reached a critical point where the prospect raises 2-3 significant objections.
- Provide product/service information and pricing details relevant to addressing the objections.
- Prepare a list of follow-up objections that might arise based on typical responses.
- Allocate 15 minutes for the candidate to prepare and 15 minutes for the role play.
Directions for the Candidate:
- Review the scenario and supporting materials to understand the context and nature of the objections.
- Prepare thoughtful responses that address the client's concerns while highlighting the value of your solution.
- During the role play, focus on acknowledging the client's perspective, asking clarifying questions, and providing evidence-based responses.
- Aim to move the conversation forward constructively rather than simply overcoming the objection.
- Be prepared to adapt your approach if the client raises additional concerns.
Feedback Mechanism:
- The interviewer should highlight a specific technique the candidate used effectively (e.g., "Your use of social proof with relevant customer examples was particularly effective").
- Provide one constructive suggestion for improvement (e.g., "When addressing the pricing objection, you could have better quantified the ROI").
- Allow the candidate 3-5 minutes to revise their approach to one of the objections based on the feedback received.
Activity #3: Account Strategy Presentation
Description:
This exercise evaluates the candidate's strategic thinking and ability to develop comprehensive account plans. Successful Account Executives must be able to analyze client needs, identify growth opportunities, and create actionable strategies to expand relationships and revenue.
Directions for the Company:
- Provide the candidate with a fictional account profile including company information, current product usage, stakeholder map, and business challenges.
- Include relevant market data and competitive information.
- Send materials 24-48 hours before the interview to allow for thoughtful preparation.
- Allocate 15 minutes for presentation and 10 minutes for Q&A.
Directions for the Candidate:
- Analyze the provided account information to identify growth opportunities and potential challenges.
- Develop a 12-month strategic plan for the account that includes:
- Key stakeholder engagement strategy
- Expansion opportunities with specific products/services
- Timeline for major milestones
- Potential roadblocks and mitigation strategies
- Prepare a concise presentation (5-7 slides) outlining your approach.
- Be prepared to explain your rationale and answer questions about your strategy.
Feedback Mechanism:
- The interview panel should acknowledge one particularly strong element of the strategy (e.g., "Your approach to engaging technical stakeholders demonstrated deep understanding of the buying process").
- Provide one area where the strategy could be enhanced (e.g., "Your timeline might benefit from more specific success metrics at each milestone").
- Give the candidate 5 minutes to revise one aspect of their strategy based on the feedback.
Activity #4: Email Communication Exercise
Description:
This activity assesses the candidate's written communication skills, which are crucial for an Account Executive who regularly corresponds with clients via email. Effective written communication builds credibility, maintains relationships between meetings, and moves sales processes forward.
Directions for the Company:
- Create a scenario requiring the candidate to draft two different types of emails:
- A follow-up email after an initial discovery call with action items and next steps
- A re-engagement email to a prospect who has gone silent after showing initial interest
- Provide relevant context including previous conversations, company information, and specific goals.
- Allow 20-30 minutes for the candidate to complete both emails.
Directions for the Candidate:
- Review the scenario details carefully to understand the context and objectives for each email.
- Draft professional, concise emails that accomplish the specific goals while maintaining appropriate tone and style.
- For the follow-up email, focus on summarizing key discussion points, confirming action items, and establishing clear next steps.
- For the re-engagement email, create a compelling reason for the prospect to respond without being pushy or desperate.
- Ensure your writing reflects the company's brand voice while demonstrating your personal communication style.
Feedback Mechanism:
- The interviewer should highlight one strength in the candidate's written communication (e.g., "Your follow-up email effectively balanced professionalism with personality").
- Provide one suggestion for improvement (e.g., "The re-engagement email could benefit from a stronger value proposition or more specific call to action").
- Allow the candidate 10 minutes to revise one of the emails based on the feedback received.
Frequently Asked Questions
How long should these work samples take in total?
The complete set of activities would require approximately 2-3 hours of interview time, plus preparation time for both the candidate and interviewers. For a more streamlined process, select the 1-2 activities most relevant to your specific Account Executive role requirements.
Should we use all four activities for every Account Executive candidate?
No, it's best to select the activities that align most closely with your specific needs. For instance, if your sales cycle heavily emphasizes discovery, prioritize the Discovery Call Role Play. If written communication is particularly important in your sales process, include the Email Communication Exercise.
How can we make these exercises fair for candidates from different industries?
Provide sufficient context and background information about your products/services and industry. Consider allowing additional preparation time for candidates coming from different industries, and evaluate them on transferable skills rather than specific industry knowledge.
Where can I find the full job description for an Account Executive?
You can find the complete Account Executive job description that informed these work samples at Yardstick's Account Executive Job Description page. This resource provides additional context about the role responsibilities and requirements.
How should we weigh performance in these exercises compared to traditional interviews?
Work samples typically provide stronger predictive validity than traditional interviews. Consider giving these exercises significant weight (40-60%) in your overall evaluation, while using traditional interviews to assess cultural fit and other qualitative factors.
Can these exercises be conducted remotely?
Yes, all of these activities can be adapted for remote interviews using video conferencing tools. For the written exercise, consider using a shared document or having candidates email their responses within a specified timeframe.
Ready to build a complete interview guide for Account Executives? Sign up for a free Yardstick account at https://yardstick.team/sign-up
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