On paper, sales is all about numbers. A sales CV is filled with: 120% of target, Presidents’ club, €2M pipeline closed.
But here’s my input: I barely pay much attention to those numbers when I recruit.
Why? Because numbers alone don’t tell the story.
1. Context is everything
Interviewing a sales rep who hit 150% of target? Impressive? Definitely!
But how do you compare the following candidates?
That candidate, working in a booming territory with an established brand that practically sold itself and full internal support (technical, marketing, senior management), versus another candidate who hit only 85%, working for a company largely unknown, in a brand-new market, building trust from scratch in an environment where price erosion reached nearly 20% a year.
Which of the two was more resilient and creative once you factor in market realities?
Actually, the best KAM I ever worked with had only reached only 50% of target. He recovered customers who had walked away, reinvented client engagement, and won business despite competing with cheaper alternatives. His resilience and strategic thinking created long-term retention, something no single quota line could ever capture.
2. Numbers can be… flexible
Let’s be honest: sales metrics on a CV can often be cherry-picked or the product of timing. I once scored closed 200% of my annual target, not because I was a very gifted sales rep, but because several large deals failed to close and slipped into the new year. On paper I looked like a star, in reality it was timing.
And without context, numbers mislead.
Consider a rep who overachieves on Product A (transactional) and underachieves on Product B (strategic), while only publishing the performance on Product A on their CV. Which performance matters more if Product B is what builds high-level partnerships and long-term value?
3. Look for the human potential behind the CV
A recruiter told me once: “I want to present candidates, but all clients ask for are CVs” which sums it up. The CV is a conversation starter, not the conclusion.
When I recruit, I look for traits numbers can’t show:
• Resilience , How do they handle rejection and failure? How did they react to changing market trends?
• Curiosity , Do they dig into customers’ real pain points? How do they prepare to add value in meetings?
• Growth mindset , Do they learn and adapt quickly?
• Collaboration , Do they lift the team, not just themselves?
Those qualities predict performance in tough years, not just in good ones.
An interview is a real-life sales exchange.
Watch how the candidate behaves during the process: do they create connection, come prepared, ask meaningful questions, and close the conversation with clarity and purpose? Failing to do so will overshadow any great results listed on the CV.
Numbers on CVs are interesting, but they’re not the whole story. The real signal lies in the stories, the scars, and the lessons behind them.
👉 What is your experience? Did the numbers on the CV always prove resilience, and are they a guarantee of future success?
