Hiring Sales Pros? Use my ACES Method
How to hire sales leaders and reps who actually win by leveraging my ACES method - backed by science and experience
Ace in the hole?
Hiring great sales talent isn’t just about resumes, referrals, or résumés filled with big logos. It’s about identifying the DNA of top performers, before they even take the job.
Over the years, I’ve hired and led reps across startups, scale-ups, and enterprise sales teams. Through all that, I developed a simple acronym that helps me spot winners early: ACES.
It’s easy to remember, but powerful in practice. And it’s backed by real data - most notably from The Sales Acceleration Formula by Mark Roberge (former CRO at HubSpot and partner at Stage 2 Capital), who built one of the most scalable, scientific hiring engines in SaaS. *If you haven’t yet - you can read my previous post about him HERE
I’ve used it for years and find it extremely valuable and useful.
The ACES Framework:
A: Attitude + Aptitude
Do they bring a “can-do” mindset when things get hard?
Can they learn fast and adapt even faster?
Top performers don’t fold under pressure—they lean in. They believe they’ll win, even if they don’t yet know how. And they learn quickly enough to catch up.
Mark Roberge Insight:
Roberge found that prior experience wasn’t the best predictor of success - but attitude, intelligence, and adaptability were. In his interviews, he tested aptitude by giving candidates new product information and then asking them to explain it back in plain language.
Key Interview Questions:
“Tell me about a deal that seemed impossible. What did you do, and what was the outcome?”
“Have you had to master a new skill or product quickly? How did you go about learning it?”possible. What did you do? What was the outcome?”
C: Coachability + Curiosity
Do they take feedback well?
Are they intellectually curious—or just going through the motions?
The best sellers are humble and hungry. They ask smart, context-driven questions—not just to look good, but because they actually want to understand. That’s curiosity in action. (Tip: Are they asking thoughtful questions about your ICP, sales cycle, product gaps, competitive pressures, or leadership style? That’s curiosity.)
And they apply feedback fast, without resentment or rebuttle - that’s coachability.
Mark Roberge Insight:
He tested coachability by giving candidates feedback on their mock pitch, then having them re-pitch in the same interview. Top performers adjusted quickly and with ownership. He also noted that curiosity showed up in the questions candidates asked about the company, market, and team - not in canned “what’s the culture like?” responses.
Interview Questions:
“Tell me about a time you received constructive criticism. What was it, and how did you respond?”
“Walk me through a recent loss. What happened? What would you do differently now—and have you actually applied that insight since?”
E: Effort + Enthusiasm
Do they show up ready to grind?
Do they bring energy to the room - or suck it out?
Sales is still a thankless job some days. It’s not about charisma or coffee - it’s about consistent effort and belief in the mission. You want people who prepare, follow up, and chase clarity. Do they ask for the job? You want people who are excited to be here.
Key Signals:
Are they prepared for your interview?
Did they research the company, the role, the market?
Do they follow up after your call with insight or energy…or do they ghost?
Supporting Insight:
The Bridge Group found that top-performing reps were 2.5x more likely to ask insightful questions and follow up with tailored messages after interviews.
Interview Questions:
“Walk me through a typical workday. How do you manage your time and energy?”
“What motivates you when no one’s watching?”
“What is your secret to building pipeline that sets you apart as a top seller?”
S: Success
Have they won before? Not just hit quota - but won meaningful deals, promotions, or internal trust?
This can also be (and often should include) OUTSIDE of their role as a seller/leader. I’ve hired successful marathon finishers, college athletes, weekend scratch-golfers, wild-land firefighters and academic Allstars.
Patterns of success often repeat- especially when earned, not gifted.
Ask:
“What’s the accomplishment you’re most proud of—and what did it take to get there?”
Look for specifics. Metrics. Ownership. Not fluff. Dive in and explore what it took for them to get to the top.
Wrap-Up: Why ACES Works
Great sellers aren’t just born - they’re built. But you can spot the raw materials if you know what to look for. That’s what ACES does:
Attitude & Aptitude – Resilience + learning ability
Coachability & Curiosity – Growth mindset + question quality
Effort & Enthusiasm – Work ethic + energy
Success – Real wins and the habits behind them
Whether you’re hiring your first rep or your fiftieth, this acronym has helped me avoid costly misses and build teams that win - together.
Add it to yours!
— Grant 👋
P.S. I’m baking this into my EDGE Framework for download - early access coming soon. But in the meantime - if you want a sneak peak of my ACES Interview Scorecard and Summary - message me below (or reply to this email) and I’ll send it right over.
STRETCH SNIPPETS
Those that get the 6-figure job offers are not the smartest. They are simply the most prepared. Dan Martell shares the 10 interview questions you must master for you next job interview. Add some of these to your interview question bank.
Brendon Cassidy introduced his playbook to hiring your first VP of Sales from his experiences as VP of Sales at LinkedIn, EchoSign, Talkdesk, Gong and more. Learn the dos and don’ts to make the correct hire the first time and not rush into hiring the wrong VP of Sales, which can cost the company months or even years.
Thanks for reading!
P.S. If you found this helpful, consider forwarding to a fellow sales leader or founder hiring their first (or next) rep. ACES can save them a lot of pain—and payroll.
— Grant 👋
About stretch vp: confessions, learnings, and insights from sales leaders in SaaS
Compiled and aggregated from a network of sales leaders in SaaS, Stretch VP showcases learnings, insights, and experiences as well as best practices to overcome common hurdles, obstacles, and setbacks in your quest for excellence as a sales leader in SaaS.
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