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20 Common Interview Questions And How to Answer Them Effectively

Interviews can be unpredictable, but many employers rely on a core set of questions to assess your suitability, confidence and commercial awareness. Below is a refined guide to 20 of the most common interview questions, including what employers are really looking for and how to answer each one strategically.

1. What are your strengths?

Choose strengths that directly relate to the role:

  • Sales roles → confidence, resilience, relationship‑building
  • Buying roles → negotiation, analysis, commercial awareness
  • Retail operations → leadership, people management, problem‑solving

Keep your examples relevant and job‑specific.

2. What are your weaknesses?

Avoid clichés and avoid highlighting genuine flaws that could cost you the job.

Safe, professional options include:

  • Being a perfectionist
  • Taking on too much responsibility
  • Being overly focused on detail

Never say “I don’t suffer fools gladly”, it’s outdated and off‑putting.

3. Why do you want this job?

Strong answers focus on enthusiasm and alignment:

  • “I love the brand and its reputation.”
  • “I see real opportunities to grow and contribute.”

Avoid answers about money, hours or convenience.

4. Why should we give you this job?

Focus on value:

  • “Because I know I’ll excel in this role.”
  • “Because I will make you more money.”
  • “Because I bring experience in X — for example…”

Always support your claims with examples.

5. And why should I not give you this job?

Keep it simple:

  • “I can’t give you a reason.”
  • “Unless you find someone with even stronger experience.”

Never volunteer a real weakness here.

6. Who do you consider to be our competitors?

This question can make or break an interview.

  • Research thoroughly
  • Avoid mismatched comparisons (e.g., Primark vs, Harrods)
  • If appropriate, say: “You don’t have a direct competitor because…”

Flattering but accurate answers work well.

7. Have you visited our store/restaurant?

If the answer is no, the interview is effectively over.
You must visit at least one site and have an informed opinion.

8. What did you think of our stores?

This is a prompt for a compliment.

  • Start positive
  • If offering constructive criticism, be extremely careful and balanced

9. What do you know about us?

You should know:

  • Recent news
  • Number of stores
  • Trading results (if public)
  • Share price (if public)
  • Key leadership
  • Website content

If you haven’t researched the company, you’ve already lost ground.

10. What motivates you at work?

Tailor your answer:

  • Sales → “Making sales and hitting targets.”
  • Retail management → “Driving revenue and improving performance.”
  • HR → “Developing people and improving culture.”

11. What demotivates you at work?

A safe answer:

  • “I rarely feel demotivated at work.”

Keep it positive and brief.

12. How well do you accept criticism?

Avoid clichés like “I welcome constructive criticism.”

Try:

  • “No one enjoys criticism, but when someone shows me a better way to do something, I appreciate it.”

13. What is your management style?

Good descriptors include:

  • Calm
  • Measured
  • Empathetic
  • Fair

Avoid “firm but fair”, everyone says it.

14. Who do you admire and why?

Safe choices:

  • Sports figures
  • Former managers
  • Industry leaders

Avoid politicians, you don’t know the interviewer’s political views.

15. What would you do if your current employer counter‑offered?

There is only one acceptable answer:

  • “I’m committed to moving on.”

Accepting counter‑offers is almost always a mistake and employers know it.

16. Are you speaking to other employers?

A good answer:

  • “Yes, I’m exploring a few opportunities.”

Stay neutral, don’t oversell the others.

17. Who would be your first choice?

The only correct answer:

  • “You are.”

Anything else risks losing the offer.

18. How do you see the market over the next 12 months?

This applies to commercial roles.

  • Have an informed view
  • If the economy is uncertain, acknowledge challenges
  • If the company is performing well, be optimistic

Show awareness and commercial thinking.

19. What do you think our challenges will be this year?

Demonstrate insight:

  • Competitors
  • Legislation
  • Market shifts
  • Consumer behaviour

Be realistic but positive.

20. How do you feel this interview went?

A strong closing answer:

  • “I really enjoyed it.”
  • Acknowledge any small mistakes
  • Highlight something new you learned
  • Reconfirm enthusiasm

Even if you’re unsure, confidence matters.