Early Reference Checks Cut Sales Hiring Risk

A bad sales hire doesn’t just sting. HR research shows replacing the wrong person can cost 50–60% of their annual salary. One early reference call can help prevent those losses.

This reference, often called a “preliminary reference,” should meet the following criteria:

• Early: Place it before final interviews.
• Quick: Three questions only, not a finalist-level deep dive.
• Benchmarked: Questions target must-have sales skills.
• Scored: Rate answers and use the score to decide next steps.

Two Firms, Two Outcomes

Firm One skipped references until after offers. Turnover was high and results inconsistent.

Firm Two added one early reference with three targeted questions. If the reference didn’t confirm core skills, the candidate didn’t advance. Within a year, quota attainment improved and turnover dropped.

Define Success First

Before writing questions, define what success looks like in this role. Keep it simple. Pick two or three core skills and supporting traits. Let candidates know you’ll be asking about deal specifics.

Where to Place the Reference

Run the reference after the candidate interviews with the hiring manager. Get the facts before more time and emotion are invested.

What to Ask in the Early Reference Call

Stay on facts. Ask for examples. Three questions cover most situations:

1. Walk me through the candidate’s sales cycle. Who else was involved and what role did they play?
2. Describe a specific deal the candidate landed. Who was involved, how was the lead generated, and what role did the rep play?
3. Describe a setback the candidate faced. How did they adapt?

These questions force concrete examples, actions, and results.

One Red Flag + Top 10% Signal

If the reference can’t cite clear examples, stop. Strong candidates stand out. The best managers will sound like they’d rehire the rep.

Score What You Hear

Use a five-point scorecard:

1. No evidence
2. Sparse evidence and unclear timeline
3. Mixed evidence with some specifics
4. Clear evidence with recent outcomes
5. Repeated evidence across time with measurable outcomes

Require a passing average with no single item below three. If the score misses, move on.

Aim Questions at Real Failure Points

Target the areas where your team tends to stall. For example, if deals get stuck with one contact, listen for multi-threading.

Put This in Motion This Week

Write the three outcomes this role must deliver in the first two quarters. Turn them into key skills and traits. 

Add one early reference before final interviews. Tell candidates you’ll ask for specifics. Make the call, score what you hear, and reserve full references for finalists. You’ll waste less time on the wrong people and move faster with the right ones.

Sonja Hastings is the founder of Optimal Sales Search, a boutique software sales recruiting firm that helps SaaS companies hire top-performing sales talent.