Methods to Use BANT to Qualify Prospects in 2022


In the course of the gross sales course of, you’ll uncover folks throughout the firm who’ve the authority to make selections. These people are additionally extra prone to have perception into the crew’s funds to buy what you promote. Which means, alongside the best way, you’ll collect extra details about how certified the prospect actually is.

Lead qualification is likely one of the hardest elements of a salesman’s job. Though there’s know-how accessible to assist, there are nonetheless many qualification questions {that a} salesperson should ask throughout a name with a prospect.

However what in the event you may construction that information-gathering course of in a manner that is smart on your gross sales cycle? The excellent news is, you may! You’d use a tried-and-true methodology known as BANT.

Free Download: 101 Sales Qualification Questions [Access Now]

This framework was first developed by IBM within the Nineteen Fifties and is now included as a part of the corporate’s Enterprise Agility Resolution Identification Information. It labored effectively for the corporate and others that adopted it as a result of it made the gross sales course of extra environment friendly.

From the corporate’s perspective, the gross sales reps may study all of the pertinent data upfront to find out if the prospect was match for its merchandise. If the prospect was not a match, they might be disqualified from the gross sales course of.

Corporations like IBM used BANT to rapidly qualify leads, making extra of their time accessible for promoting to certified prospects.

what does BANT stand for graphic explaining each element

Budget – How a lot is the prospect keen and in a position to spend in your resolution?

Authority – Who’s the authority determine on this sale? Who makes the final word resolution?

Need – Does the prospect have a real want for my product? Is that this a common want on the crew?

Timeline – How a lot time will the prospect have to make a buying resolution?

BANT is a big a part of the gross sales course of as a result of it helps gross sales reps qualify leads in the course of the discovery name. Moderately than ready days or perhaps weeks to qualify leads utilizing a rating derived from the prospect’s habits and engagement with advertising and gross sales supplies, the gross sales crew can get detailed data from the prospect about their funds, stakeholders, want, and timeframe.

how to use the bant sales framework and progress graphic explaining all six elements

1. Perceive the prospect’s funds past the greenback quantity.

When reps have been promoting licenses within the outdated days, qualifying based mostly on monetary want made sense. Should you use a subscription mannequin, then funds most likely gained’t be a blocker for many firms.

However now, most SaaS firms, for instance, cost anyplace from $10 for primary plans to tens of hundreds of {dollars} per thirty days for enterprise plans. Should you promote a SaaS product, you may overcome the value impediment by asking in regards to the prospect’s anticipated ROI. If that aligns together with your value, you may have good purpose to qualify the prospect on funds.

2. Establish stakeholders within the decision-making course of.

Most selections are actually made by a bunch somewhat than one particular person. There’s a median of three stakeholder teams concerned in each deal. Even when one particular person is liable for signing the contract, you’ll have to persuade most of their crew.

Map out everybody who’s concerned within the course of: Their job titles, decision-making function, priorities, and how one can get entry to them (asking your champion to arrange a gathering, reaching out to them straight. and so forth.) The extra contacts you may have, the extra management you’ll wield — and the much less likelihood this chance will slip by means of your fingers.

3. Decide the significance of the issue.

Subsequent, work out how vital this downside is to the prospect. Whilst you’re asking your prospect the questions we really helpful earlier, ask your self the next questions: Are they extremely motivated to resolve it? What occurs in the event that they don’t? Is there a unique initiative they care about extra that can compete for his or her vitality, consideration, and decision-making capital?

A prospect would possibly say they’ve a selected want and should very effectively imply it, however the crew’s or govt management’s priorities could also be totally different. This can inevitably trigger kinks within the gross sales course of down the street. Do your greatest to uncover your prospect, crew, and leaders’ wants as early as doable.

4. Put together a timeline for the gross sales course of.

You realize the funds, who the decision-makers are, and the necessity they’ve on your product. Now it’s time to learn how rapidly their group must decide.

Figuring out whether or not you are taking a look at months of purple tape and approvals or a easy one-pitch-and-a-close kind of deal may help you intend your pipeline and put together for the shut.

5. Keep knowledgeable by means of a number of channels.

Whereas this step doesn’t fall into one explicit step of BANT, it’s an vital one that can allow you to keep forward of any objections, delays, or considerations together with your prospect. Observe their social media, join their publication, and, for enterprise prospects, attend occasions they may have which are open to the general public.

Retaining a pulse on the offers, you may have within the pipeline (outdoors of the instances you’re assembly with them) may help you uncover new wants they’ve that your product can remedy. You might also uncover extra stakeholders you’ll talk with later within the gross sales course of.

Staying within the loop informally may help you qualify a prospect utilizing the knowledge you collect your self. This will provide you with a holistic image of the prospect to find out whether or not they’ll be an excellent match on your product.

6. Use digital instruments to trace your progress.

Utilizing digital instruments that preserve observe of your pipeline and handle relationships might be useful as you implement BANT into your gross sales course of. As you stability a number of prospects concurrently, you’ll be capable of discern precisely the place you left off with every one and the way far they need to go earlier than the deal is closed.

HubSpot’s Gross sales Hub software program may help you begin conversations, deepen relationships, and handle your pipeline utilizing the BANT framework.

HubSpot Sales Hub

Execute the BANT Framework With Gross sales Hub

How NOT to make use of BANT

BANT has fallen out of favor with a number of gross sales specialists. Opponents of BANT discover that the knowledge gathered on this framework is useful, nevertheless it’s found a lot too late within the gross sales course of. Others merely desire organizing their subjects otherwise, thus utilizing different frameworks like GCPT.

I’m right here to let you know that the order of the framework isn’t a problem. You may (and will!) use BANT within the order that creates the most effective gross sales expertise for the prospect.

BANT fails when salespeople use it as a guidelines. As a substitute of getting a pure dialog, they ask prospects a collection of unrelated questions with out actually listening to their responses.

Right here’s an instance:

Rep: “Do you may have a funds put aside for this?”

Prospect: “Not but, nevertheless it ought to be finalized on Tuesday.”

Rep: “Nice. And who might be signing off on this deal?”

Prospect: “My supervisor Sheila.”

Rep: “And also you’ll be utilizing Spartan to arrange buyer occasions across the nation, which at the moment you wouldn’t have software program for. It looks as if your present system is difficult to handle and scale.”

Prospect: “Sure, that’s right.”

Rep: “Is there a selected date you’d prefer to have an answer in place for?”

Prospect: “In all probability someday within the spring.”

Rep: “Okay, nice. I believe the subsequent step is arranging a demo between you and an occasions specialist — what do you suppose?”

Prospect: “I’d like to go searching a bit extra first … I’ll shoot you an e-mail in a number of weeks.”

The salesperson isn’t going to listen to from that prospect once more.

So what went mistaken?

First, this was an interrogation, not a two-way dialogue. Nobody enjoys being quizzed. Sadly, BANT typically causes reps to stay to a memorized listing somewhat than asking layered questions that construct on one another.

Second, the rep missed a number of alternatives to dig deeper. They didn’t study something in regards to the decision-maker, Sheila; the funds approval course of; or the rationale for a spring implementation.

To make use of BANT efficiently, consider it as a framework somewhat than a to-do listing. It is advisable to qualify them based mostly on all 4 traits, however you don’t have to do them in a selected order. In truth, it’s best to tailor the method to each prospect you qualify.

BANT Lead Qualification Questions

We realized earlier that BANT is greater than a guidelines. This framework helps you uncover a variety of vital details about a prospect in a brief period of time whereas additionally constructing a relationship with them. The important thing to creating BANT be just right for you is asking considerate questions that circulation collectively in a dialog.

Beneath are a number of the greatest inquiries to ask a prospect for every stage within the BANT framework. Bear in mind, you’re having a dialog, so differ the order and the wording as you have to.


1. What do you at the moment spend now on this downside or want?

Right here, you’re making an attempt to find if the corporate has already bought what you promote. In the event that they haven’t, you’ll have to promote them in your product class and your product.

2. We’ve decided that your crew is dropping X quantity per [week, quarter, year] on this downside. How does that evaluate to the funds you’ve put aside?

See if the prospect realizes how costly not implementing your resolution is.

3. We estimate that your crew may doubtlessly achieve X quantity per [week, quarter, year] by making this [change, investment]. How does that evaluate to the funds you’ve put aside?

The prospect could need to develop somewhat than stop loss. Body the query when it comes to potential for achieve.

4. What crew’s funds would this instrument fall inside?

With this query, you may decide potential stakeholders you’ll want to talk with throughout later phases of the gross sales course of.

5. How a lot would it not price to construct the system by your self?

You’ll uncover whether or not the prospect can remedy this downside in-house or if they’re on the lookout for an exterior resolution.

6. How a lot would it not price in the event you haven’t fastened this situation in 5 years?

This query is two-fold — you’re reminding the prospect that there’s a price to not making a call and also you’re figuring out how a lot their want will price them in the event that they don’t discover a resolution. You may assist the prospect perceive their ROI with the reply to this query.

7. How closely will value issue into your resolution?

This customary funds query helps you identify whether or not you have to justify the worth in comparison with the value of your product.

8. Have you ever recognized a funds vary for this buy?

Right here’s one other customary funds query to find out if the prospect has completed analysis on the value vary on your product class.

9. What’s the ROI you’re hoping to see?

This query will allow you to place your product in a manner that meets the prospect’s targets.


10. Who might be utilizing the product?

This query gained’t at all times provide the decision-maker, however it is going to let you know who else is perhaps concerned within the shopping for resolution.

11. When was the final time you got an analogous product? How did the decision-making course of go?

If there have been important ache factors or issues the prospect preferred about their final buy, you may remove or incorporate these into your gross sales course of.

12. That is usually the stage the place my buyer brings in [the head of Finance, the other stakeholders, their manager] to [discuss X, get their perspective on Y]. Do you need to invite [Z person/people] to our subsequent assembly?

This query can prevent and the prospect time. Moderately than discovering you don’t have the precise stakeholders on the decision, you may work round their schedule upfront.

13. Will anybody else be concerned on this resolution?

This query opens up one other alternative to ask extra stakeholders into the dialog early on.


14. When did you determine [problem, opportunity]?

By asking this query, you’ll find out how lengthy the prospect has been experiencing this downside.

15. What steps have you ever already taken to deal with it?

You may assess whether or not your resolution might be profitable or if there’s one other manner they will remedy this downside by utilizing your resolution together with one other one, or in the event that they’re higher off with a unique resolution totally.

16. How vital is addressing this to your private targets at [company]?

If the necessity is tied to a purpose the prospect has at their firm, they’ll personally be motivated to decide.

17. What are your prime priorities for the time being? How do they match inside your crew’s targets?

Typically prospects can neglect to incorporate the crew’s views in buying selections, particularly if that crew might be utilizing the product. You’ll need to know in case your product will additional or hinder the crew’s achievement of their targets.

18. What are your crew’s targets for the subsequent 12 months?

This query may help you are expecting whether or not the prospect will renew their service with what you are promoting.

19. What occurs to your crew’s targets in the event you don’t handle this want?

This query will assist each you and your prospect perceive the urgency of the choice to make a purchase order.


20. Are there any upcoming occasions/deadlines that you just’d prefer to have an answer in place by?

Oftentimes, urgency doesn’t have to return from you as a salesman, it may be an inner deadline that you just and the prospect might want to work inside.

22. Are you planning any [insert relevant project here, i.e. lead generation campaign, major hiring spree, program overhauls, etc.)?

If so, there’s a good chance that the prospect wants to make a decision by a certain date and will follow through.

23. What’s your [lead generation, revenue, retention, etc.] purpose for [next quarter, half of the year]? Will you be capable of meet that purpose with out some form of change?

You should use this data to place your product as an answer that may assist the prospect meet these targets.

24. Working backward from the date you gave me, we’d have to finalize our settlement by [earlier date]. Is that sound doable?

This agency query asks the prospect in the event that they’re in a position to decide based mostly on the knowledge they’ve already supplied. You’ll be capable of use this date to plan your pipeline.

Qualify Your Leads With BANT

BANT has lasted by means of the ages as a result of it’s efficient, memorable, and relevant to a spread of merchandise, value factors, and gross sales processes. This framework is greatest used together with considerate questions that circulation naturally in a two-way dialog.

Should you’ve by no means used BANT earlier than, or in the event you suppose it’s outdated for immediately’s gross sales course of, strive it out in your subsequent discovery name to see simply how a lot data you uncover.

Need to up your gross sales sport much more? Evolve your BANT technique to incorporate much more questions you may ask to qualify extra leads and shut higher offers.

Editor’s word: This publish was initially printed in November 2019 and has been up to date for comprehensiveness.

sales qualification


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