In this unit, you’ll deepen your awareness of how confirmation bias can subtly shape your decisions during sales interviews. By learning to recognize and counteract this bias, you’ll be able to make more objective, evidence-based hiring choices—ultimately building a stronger and more diverse sales team. You’ll explore what confirmation bias looks like in practice, how it can impact your evaluation of candidates, and practical strategies to keep your assessments fair and focused.

Confirmation bias is the tendency to seek out or interpret information in a way that supports your existing beliefs or expectations. In interviews, this often means you unconsciously look for evidence that confirms your first impression of a candidate, while ignoring or minimizing anything that contradicts it. For example, if you notice a candidate worked at a prestigious sales company, you might expect them to be a top performer and interpret their answers more favorably. You might even ask questions that make it easier for them to confirm your assumptions, such as "Tell me about your biggest win at Company X," rather than a more neutral prompt like "Describe a challenging sales target you faced and how you approached it."

When confirmation bias creeps in, it can lead you to overvalue certain candidates and overlook others who don’t fit your initial expectations. This is especially risky in sales hiring, where strong first impressions or impressive résumés can overshadow the need for real, behavior-based evidence. For instance, after seeing a candidate’s background at a top-tier sales organization, you might focus only on their strengths and ignore weak or incomplete answers. To avoid this, translate your positive assumptions into specific, observable criteria. Instead of assuming someone is a great closer because of their résumé, look for concrete examples such as "Built and closed a pipeline from scratch," "Overcame tough objections," or "Took personal accountability for sales results." This approach ensures you’re evaluating all candidates on the same, objective basis.

Here’s a realistic dialogue that demonstrates how to recognize and address confirmation bias during a post-interview debrief:

• Chris: I’m really impressed by Ryan—he worked at Apex Sales, so I’m sure he’s got what it takes.
• Natalie: Apex is a great company, but let’s make sure we’re not letting that drive our whole evaluation. Did he actually give examples of building his own pipeline or handling tough objections?
• Chris: I guess I focused more on his confidence and the way he talked about his team’s success.
• Natalie: Let’s check our notes for specific actions he took. For instance, did he describe a time he personally turned around a tough deal, or was it more about the team?
• Chris: Now that you mention it, most of his stories were about the team. I’ll go back and see if there’s clear evidence of his individual impact.

In this exchange, Natalie helps Chris move from assumption-based thinking to a more evidence-driven approach. Notice how she gently redirects the conversation from résumé prestige to specific, job-relevant behaviors.

To specifically assess whether confirmation bias is present in your interview process, use the RED Check framework:

Applying the RED Check after each interview or during debriefs helps you catch and correct confirmation bias before it influences your final decision.

In addition to the RED Check framework, you may also use structured, behavior-based questions for every candidate. For example, rather than asking "Would you say you’re good at prospecting?", opt for "Tell me about a time you had to generate new leads in a tough market. What did you do?" Make it a habit to take objective notes, capturing what the candidate actually said or did—such as "Closed 10 new accounts in Q3 by cold outreach"—instead of writing subjective impressions like "Clearly a go-getter." Finally, delay your judgment until you’ve completed the interview and reviewed your notes, making sure to look for both confirming and disconfirming evidence before making a recommendation. Use the RED Check framework as a quick self-audit to ensure your assessment is balanced.

By mastering these strategies and regularly applying the RED Check, you’ll be well-equipped to reduce the influence of confirmation bias and make more balanced hiring decisions. In the next role-play, you’ll have the chance to practice discussing these concepts with a peer and applying them in a realistic interview scenario.