What it’s and The way to Use it to Qualify Prospects

Ah, BANT—the mysterious four-letter phrase of the gross sales world. When you is perhaps tempted to roll your eyes and file it away with all the opposite buzzwords, the BANT qualification course of continues to be alive and kickin’. 

BANT’s relevance at this time isn’t a lot concerning the acronym itself, as it’s about what this framework can do in your effectiveness at promoting. And it might truly enable you to higher qualify leads and promote to the proper individuals. Intrigued? You ought to be. 

Let’s chat about BANT and see if it nonetheless holds up within the period of well-informed consumers.

What’s the BANT Qualification Course of and The way to Use BANT in Gross sales

BANT stands for Budget, Athority, Need, and Timing. It is a lead qualification framework utilized by many gross sales reps in B2B. Consider it as your define to see if a prospect is an effective match for what you are promoting. Utilizing this gross sales framework ensures you are not losing time on of us who aren’t one of the best match.

Enjoyable reality: BANT has been round in gross sales without end. Okay, perhaps not without end, however IBM got here up with this framework within the 50’s. So it’s been some time. You might be asking, “Why the heck do individuals nonetheless care about it?” Nicely, as a result of BANT is stable. It’s nonetheless related, and it may give you an amazing base in your gross sales calls.

Okay, let’s speak extra about what BANT encompasses:

  • Price range: Can they afford it? You do not need to pitch an enterprise-class product to a mom-and-pop. 
  • Authority: Who’s calling the pictures? In gross sales, you need to know if the decision-maker is on the desk. Or at the very least an individual who influences that call. 
  • Want: Have they got a ache level to unravel that your product can tackle?
  • Timing: When are they able to make a transfer? You do not need to be all dressed up for the occasion, solely to search out out the occasion isn’t till subsequent yr. 

Let’s get to some extra particulars and qualification questions for every element of the BANT gross sales framework.

Price range

The reality is that everyone you’re promoting to has a finances. The query right here is extra about whether or not they need to spend it in your product. So, from our perspective, the primary letter of BANT is extra about, “Is our product, within the prospect’s eyes, price what it prices?” 

If a prospect can justify the acquisition determination, nice. But when a prospect can’t join the dots between your product worth and their finances, cash will change into an objection. And that’s no good. 

So attempt approaching finances discussions when your instinct says it’s the proper second. Perhaps a much less direct query right here will assist. Simply attempt to perceive higher how they handle their finances and the way they’d strategy including new software program to their present stack.

Let’s take a look at a couple of qualifying inquiries to be taught concerning the prospect’s finances:

  • Are you able to describe the way you see the finances aligning together with your total enterprise aims?
  • How a lot do you spend on Lead Era instruments?
  • Have you ever already put aside a finances for a device like this?
  • What is the finances determination course of like?


Is your prospect a decision-maker? Within the media period, it’s fairly simple to do your analysis, examine the place the prospect sits within the group, and analyze the org’s chart. Test their present position, their expertise, and perhaps even speak with a few of their friends. 

However keep in mind: it’s additionally concerning the group’s dynamics. For instance, the decision-maker could have a job title that doesn’t say a lot, however they’re truly the individual in cost. Or, you might have higher luck convincing somebody who has the decision-maker’s ear.

Even when your prospect is clearly not a decision-maker, don’t again out. Patrons are conscious lately, and even junior people can pull the set off or affect the deal. It’s only a matter of the precise state of affairs or who will use your product.

Hold the “Authority examine” at the back of your head. In the event you really feel it’s the proper second, ask questions like: 

  • Might you share how choices like this sometimes get made inside your group?
  • Might you present some perception into the dynamics of your decision-making course of?
  • Is there a selected group or division that should give the nod to this type of mission?
  • Is there anybody else inside your group I ought to join with concerning this determination?


Easy rule—if there’s no want in your product, they’re not gonna purchase. 

Can your product probably resolve their drawback? What are they dealing with proper now? Does your product truly stand as much as the problem they’ve?

Determine these wants, and also you’ll crush your quota. (Okay, perhaps not with simply this, however the drill.) Present them that you simply care, that you’ve got empathy for them, and that you simply perceive the ache factors they’re going by way of.

In the event you assist prospects join the dots between your product and the answer to their issues, you’ll get a brand new buyer.  

Gross sales qualification inquiries to be taught concerning the prospect’s wants:

  • How would you describe your splendid resolution to the challenges you are dealing with? 
  • Are you able to stroll me by way of a typical day or course of in your position, and the place you see room for enchancment?
  • Have you ever explored different options prior to now that did not fairly meet your wants? What was lacking?
  • Are there any must-have options or functionalities you are in search of in an answer?


Timing in gross sales is all the pieces. Actually. Time is the primary deal killer, as a result of the extra time passes, the much less doubtless you’re to shut that deal. 

Studying about your prospect’s timeframe for making a purchase order will enable you to plan future actions primarily based on whether or not the acquisition is pressing or not. Plus, you’ll be able to comply with up (with out being awkward) in the event that they don’t reply throughout the agreed timeline. 

Check out the qualifying inquiries to be taught concerning the prospect’s timeline:

  • Are there any upcoming occasions or milestones which may affect if you’d prefer to get began?
  • How quickly would you prefer to see enhancements or modifications in your present state of affairs?
  • Are you able to inform me extra about your group’s bandwidth and availability to embark on a mission like this?
  • Are there any exterior components, like business traits or laws, which may affect your timeline?

Okay, that’s what the BANT framework is about. Let’s get extra sensible with an actual BANT instance. Aman Ghataura, Head of Progress at NUOPTIMA, shares an amazing instance of how BANT is utilized in actual life.

“A good friend of mine runs a CMS particularly designed for information web sites. His ICP could be a information web site that presently runs on WordPress and needs a less expensive/higher/quicker resolution.

B → His product can price $5k per 30 days. For that type of finances, the prospect most likely must make a certain quantity of income. Information web sites’ income is correlated to the variety of pages they’ve on their web site. So, for argument’s sake, a budget-qualified prospect could have 10,000 internet pages. That is one thing we will measure utilizing analytical instruments. 

A → His product requires a CMS migration, and it impacts enterprise income. The CEO and CTO shall be concerned in decision-making. With out them, a deal cannot get by way of. 

N → Prospects that want his device often really feel some apparent pains: sluggish web site pace, web site downtime. All may be measured with instruments

T → If we will converse to the prospect very near a screw-up with their web site, we might be able to seize them on the proper time when their ache is highest and open to a brand new resolution.”

The way to Use BANT in Gross sales (With out Interrogating Prospects)

There’s no secret system to utilizing BANT with out sounding like a detective. David Reir, a Gross sales Director at VEM has an excellent tackle this: 

“Utilizing BANT successfully with out showing overly interrogative requires finesse. As a substitute of bombarding prospects with questions, it is extra productive to concentrate on constructing a relationship.

“Share insights and worth first, and because the dialog progresses, naturally combine BANT-related questions. This strategy ensures that prospects really feel heard and valued quite than simply one other lead within the pipeline.”

Keep in mind, within the period of knowledgeable consumers, individuals can sniff out bullshit in a short time. Act like Meryl Burbank promoting a Mococo drink in The Truman Present, and that’ll be it. The deal is gone.

So, how do you employ BANT the proper method to higher qualify prospects? 

1. Use BANT as an Define for a Dialog, Not a Guidelines

BANT is only a framework, so don’t let it change into the important thing drive within the dialog. 

A great way to consider BANT is to maintain it in your again pocket. Your focus ought to be on the client. You each need to have an excellent enterprise chat in spite of everything, proper?

So ditch BANTing and begin constructing a relationship. Have a pleasant joke or an ice-breaker. Share one thing attention-grabbing or ask them about their opinion on the latest business traits. 

Once you solely concentrate on the prospect, qualifying them is saved on the again burner. And that is how belief and rapport unfold.

“Keep away from robotic conversations by permitting the dialog to move naturally and finishing BANT in any order (not B->A->N->T),” provides Aman Ghataura.

2. Combine Open-Ended and Closed-Ended Questions  

Many gross sales reps say, “Use simply open-ended questions, this fashion, you encourage prospects to share extra data.” We’d say, sure but in addition no.

Open-ended questions are fairly intense for a prospect. They should make an effort to share their ideas. Answering many open-ended questions is tiring. So combine them with closed-ended questions so that you don’t overwhelm your prospects.

Really feel out the second to determine when to leap in with one thing larger. This fashion, you’ll have an amazing speak, plus close-ended questions offer you helpful, factual data. By combining each, you strike a steadiness between engagement and data gathering.

3. Embody BANT Qualification in Lead Era

The excellent news is that BANT is so common, it might assist in each gross sales and advertising and marketing.

Advertising and marketing needs to ship scorching MQL results in the gross sales group, so it’s an amazing choice for them to start out the BANT qualification in the course of the advertising and marketing acquisition stage.

This fashion, each groups win—advertising and marketing delivers higher leads, and also you get a few of your questions answered proper out of the gate.

Right here’s some sensible tips about how to do that: 

  • Embody qualifying questions within the lead type: Ask about finances constraints, job title (to deal with authority), and particular wants. 
  • Content material personalization: Concentrate on addressing the precise wants and challenges of your target market in advertisements, guides, and so on.
  • Segmentation primarily based on BANT: Categorize leads into completely different classes primarily based on their type solutions. 
  • Automate journeys primarily based on BANT: Put together completely different journeys primarily based on lead type solutions and create automated workflows. 

You even have the choice to make use of BANT on social media. Right here’s how Aman Ghataura approaches this.

BANT on Social Media - Aman Ghataura approach

4. Base Your Qualification Framework on Your Best Buyer Profile

BANT can (and may) be mixed with different instruments, and it’s particularly efficient together with a well-defined Best Buyer Profile (ICP).

Your ICP defines the traits of your most beneficial clients—so not solely are you chasing good leads, however you may have a stable plan for those who match into your sales pipeline

Speak together with your prospects and straight tackle their particular ache factors, shopping for standards, and preferences. Check out completely different messaging to see what resonates. Voila, you’re getting nearer to crushing your quotas.

5. Weave Discovery and Qualification into Your Gross sales Course of

Particularly when you’re promoting tech, you’re most likely promoting to Millennials and Gen Z. They concentrate on attending to know the product, assessing the worth tag, and guaranteeing the worth is there. Do a 30-minute “lead qualification” name with them with out exhibiting the product, and also you’ve misplaced them. 

Really, our very personal James Urie, Senior Partnership Supervisor, mentioned it properly: “Millennial customers don’t have any persistence for conventional advertising and marketing. So why not create a B2B shopping for expertise that mirrors the best way they make purchases daily?

How are you going to do it? Lead together with your product.

Listed below are two methods the group at Shut is doing this (that you would be able to swipe):

  • Weaving discovery into your demo: No one likes signing up for a demo that seems to be a discovery name in disguise. As a substitute of constructing your prospects watch for a walk-through of your product, lead together with your product first. Allow them to see the way it works. And thru the method of the demo, weave in your key discovery questions. It will hold the dialog flowing naturally and pace up discovery.
  • Provide a self-serve demo: At Shut, we’ve got a 10-minute product demonstration that anybody can watch at no cost, no questions requested. This works as a result of new leads can see whether or not our product is correct for them with out ready in any respect.”
How to Use BANT in Sales - Weaving discovery into your demo like Close

So, simply give these prospects worth first. Guarantee they’re engaged and get what they need from the get-go. What’s in it for you? Nicely, after exhibiting them a demo, there’s a nice alternative to examine their wants. Additionally, there’s house to examine their finances limits and basic feeling concerning the product.   

Benefits and Disadvantages of BANT

BANT, as every other framework, is in some way limiting and shouldn’t be your end-all-be-all resolution for qualifying leads. Let’s check out the widespread pluses and minuses of BANT. 

Benefits of BANT

  • Helps with prioritization: BANT helps gross sales groups determine the place the group’s sources ought to go. This fashion, your of us will concentrate on leads which are truly more likely to convert. 
  • Units your gross sales course of so as: As you may have a extra structured framework for qualification, who could and should not convert. This improves your group’s forecasting.
  • Personalized strategy: BANT standards enable you to regulate your strategy to every lead’s particular wants and circumstances. This sparks high quality in conversations.

Disadvantages of BANT

  • Overly simplistic: In B2B gross sales, stuff will get advanced, so BANT could not seize all of the intricacies of your prospect’s shopping for journey, particularly in longer gross sales cycles the place there are a number of stakeholders.
  • Feels inflexible and poses a threat of overlooking good alternatives: BANT construction can wreck the deal and disqualify a prospect that’s promising however doesn’t tick all of the packing containers proper now.
  • Focuses extra on the wants of the rep, not the prospect: BANT, when utilized bluntly, can wreck your relationship with a prospect and provides a sense that you simply’re the standard pushy salesperson who sells bullshit.

Enno Lueckel, Senior Director at Körber Provide Chain, provides this perception: “I do see BANT primarily as a light-weight qualification device, good to qualify leads on a SQL degree. For extra detailed qualification, I’d use MEDDIC or one of many variances. 

“One other good use case for BANT is alongside accomplice packages, the place companions may not present a lot data on leads. BANT is clearly a pleasant device for something light-weight. Additionally, such a program ought to be built-in into the CRM move.”

Talking of MEDDIC and different options, let’s discover different gross sales frameworks. 

What are the Alternate options to BANT?

You recognize that fashionable promoting is greater than only one framework. Let’s speak about different approaches to qualifying leads and transferring offers ahead.

Alternate options to BANT: MEDDIC, CHAMP, NEAT (Oh My!) And GPCTBA/C&I

Different gross sales frameworks which will suit your course of higher than BANT. Right here’s the overview: 

  • MEDDIC: This acronym stands for Metrics, Financial purchaser, Determination standards, Determination course of, Determine ache, and Champion. Mainly, it’s all about taking a deep dive into what the client’s going by way of and ensuring your product matches their journey.
  • CHAMP: This framework encourages gross sales professionals to uncover the Challenges clients face, discover their Historical past, perceive who holds the Authority, delve into the Cash facet, and determine their Priorities.
  • NEAT: The NEAT gross sales methodology is a complete strategy to understanding and interesting with potential clients. It stands for Wants, Financial Influence, Entry to Authority, and Timeline.
  • GPCTBA/C&I: It is like BANT, however with a turbo increase as a result of it contains targets, plans, and finances.

How do these gross sales methodologies work in observe?

Michael Wall, Founder at Codefixer says: “The primary purpose I want MEDDIC, CHAMP, and GPCTBA/C&I to BANT is that they’re extra complete and take into account the client’s shopping for expertise and calls for. BANT is a stable starting level, nevertheless it’s not sufficient for advanced gross sales settings or lengthy shopping for journeys.

“In comparison with BANT, MEDDIC, CHAMP, and GPCTBA/C&I are much less interrogatory. They emphasize speaking to clients and understanding their wants quite than asking sure/no questions.”

Be a Consultative Vendor

As a substitute of following a inflexible guidelines, be it BANT or the rest, concentrate on following a consultative selling strategy. Right here, you’re greater than only a salesperson, you’re a advisor that takes the time to:

  • Have interaction in significant conversations, asking questions, and actively listening to prospects
  • Acquire a deeper understanding of their wants, motivations, and challenges
  • Act as a trusted advisor and supply tailor-made options that tackle their particular ache factors

If the prospect sees you as an knowledgeable who helps them within the first place, they’ll belief your recommendation. And this will get you nearer to closing extra offers and being an authority within the buyer’s eyes. 

Use a Mutual Motion Plan to Develop a Path to Buy

To enhance your gross sales course of, communication, and accountability (of each side), use a mutual motion plan (MAP). It’s a collaborative doc that outlines the steps, duties, and timelines agreed upon by each the gross sales skilled and the prospect.

It reduces back-and-forth communication, which is very essential in advanced B2B gross sales with a number of decision-makers. Because of this, you’ll get offers which are extra clear and construct on belief.

The Gross sales World Doesn’t Revolve Round BANT, However…

Proper now, you may have the instruments to see whether or not this gross sales framework matches in your group and gross sales course of. 

In the event you ask us, BANT continues to be related within the age of knowledgeable consumers. You simply have to make use of it deliberately. Be happy to discover different strategies and simply experiment a bit with the gross sales course of. Gross sales is about approaching your prospects in the absolute best means. 

And keep in mind: any gross sales framework ought to be built-in into your CRM. It’s an excellent observe to maintain all the pieces in a single place. 

In Shut, you’ll be able to create Customized Actions that give your reps a structured place to retailer this information. Try it out for free, or watch our on-demand demo to see the way it works.


Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top button