Mor Assouline quit his first cold calling job within one hour, then avoided sales for three years. Today, as a 3X VP of Sales and founder of FDTC, he trains B2B SaaS reps to hit 50%+ demo close rates month over month. In this episode, Mor reveals how he identifies "born sellers" in interviews, why he scores coachability on a 1-3 scale, and the counterintuitive hiring approach that lets him poach his best AE hires directly from his own coaching community.

What You'll Learn:- The 4 traits Mor screens for in every sales interview: self-awareness, curiosity, critical thinking, and conviction (and how to test for each without asking theoretical questions)

- Why watching if candidates ask questions back is more predictive than their actual answers

- The "Day in the Life" trial method: how to give candidates mouse control on Zoom and test real-time learning before making offers

- Mor's 1-3 coachability scoring system: open to feedback, applies feedback, and proactively seeks feedback (why "threes" are the only ones worth hiring)

- The polarizing belief that some people are "born for sales" and the specific charisma signals that can't be trained

- Why Mor's first hire was an SDR, not an AE, and why his future AEs will only come from reps he's already coached

- The bottom-up approach to quota setting: why running sales yourself for 3-6 months before hiring beats arbitrary top-down targets

- How to use Claude AI to build a project with your playbook and share it with new hires as an always-available training assistant

Where to find Mor Assouline:

LinkedIn: linkedin.com/in/morassouline

Twitter: twitter.com/mistamor

Website: demotoclose.com

Podcast: SaaS Talks: From Lead to Close

Where to find Luiz Cent:

Website: https://latamcent.com/Who We Hire: https://whowehire.org/

In this episode, we cover:

00:00 Introduction: Who is Mor Assouline

01:30 The four traits that predict sales success: self-aware, curious, critical thinking, conviction

06:30 Why hiring people smarter than you felt threatening, and when that changed

08:00 The biggest mistake VPs make: asking theoretical questions instead of testing real skills

12:00 How to test coachability live: coach them, have them self-assess, then course correct

16:30 The polarizing take: some people are born for sales, and the charisma you can't train

24:00 Future-proofing your sales career: ask AI how it will take your job

29:00 The AI call auditor Mor built to do 85% of his coaching work

32:00 Frameworks for coaching sales reps: the "thinking day" and six-week sprint approach

38:00 Bottom-up vs. top-down quota setting: running sales yourself for 3-6 months first

43:00 Where to find Mor and final thoughts