What is BANT? The Way to Qualify Better Leads and Close More Deals

What is BANT? The Way to Qualify Better Leads and Close More Deals

Learn how to use this framework to find the leads most likely to convert.

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For sales pros and their companies, time is money. Time spent on a lead who isn't a good fit means less time for prospects who are more likely to close. To help salespeople spend their time more effectively and bring in more qualified leads, some companies turn to a framework such as BANT.

We'll unpack this framework - including its benefits and challenges - and show you how to apply it to your sales process to maximize the time you spend on qualified leads and close more deals.

What you'll learn:

• What is BANT?
• What does BANT stand for?
• Benefits of using BANT for lead qualification
• Challenges and limitations of BANT
• How to apply the BANT sales framework (with examples)
• 16 BANT questions to ask your prospects

What is BANT?

BANT is a lead qualification framework that helps salespeople determine whether a potential customer is a good fit for their product or service. BANT qualification involves looking at a lead through the lens of four main categories to weigh how likely they are to convert. First developed in the 1950s, this framework has been widely adopted by many sales organizations to evaluate and qualify leads.

What does BANT stand for?

The acronym BANT - budget, authority, need, and timeline - represents four categories used to evaluate a lead:

• Budget: Does the prospect have the financial resources to afford your offering?
• Authority: Who at the company makes buying decisions?
• Need: Does the prospect have a problem your product or service can solve?
• Timeline: What is the timeframe for the prospect's purchasing decision?

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Benefits of using BANT for lead qualification

BANT is a classic approach that remains popular for good reason. Some of the benefits sales teams can expect with BANT include:

• Improved lead qualification: BANT helps salespeople identify high-quality leads that have a strong chance of converting.
• Increased sales efficiency: With less time wasted on unqualified prospects, salespeople can focus more on closing deals - working smarter, not harder.
• Better decision-making: BANT helps you make more informed decisions about which leads to pursue, based on factors that impact their likelihood of closing.
• More strategic conversations: By encouraging salespeople to have conversations with each prospect about their unique situation and what factors will impact their decision, BANT helps reps prioritize relevant leads. It also gives them valuable information to tailor their pitch effectively.

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Challenges and limitations of BANT

While BANT is a good choice for many businesses, it does have some drawbacks:

• It's transaction-focused: The focus on transactional details such as budget and timeline could lead salespeople to neglect a deeper understanding of the buyer's needs and pain points. If you're not careful, it can lead to a sales pitch that feels generic and doesn't resonate with prospects.
• It can discouragerelationshipbuilding: If reps treat BANT like a rigid checklist or a script they must adhere to, they'll have a hard time building rapport and trust with prospects. Instead, they should strive to be personal, natural, and genuine.
• It emphasizesneeds prospectsalready recognize: BANT focuses on solving a problem prospects already understand and are actively seeking a solution for. But it doesn't lend itself to tackling underlying issues. This could mean missed opportunities to educate prospects about challenges they haven't recognized yet.
• It'snot great for long, complex cycles: BANT tends to focus on a single decision-maker and clear time frame. That can be too simplistic for complex B2B (business-to-business) sales cycles that involve multiple stakeholders and an unpredictable timeline.

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How to apply the BANT sales framework (with examples)

BANT is a good starting point for establishing how to qualify sales leads - but how you apply it will affect its success. In my experience, a few main steps are important for using it effectively:

• Defineyourideal customer profile: The point of BANT is to focus on customers who are a good fit. That starts with clearly outlining the characteristics of your ideal customer - known as a buyer persona. Once you have this in place, your sales team can seek out and identify prospects who match.
• Train sales teams: For BANT to work, your sales team must understand how to research leads and ask qualifying questions effectively. I recommend conducting regular sales coaching sessions with role-playing exercises to help reps hone their BANT questioning skills and navigate different sales scenarios.
• Develop qualification questions: Crafting a list of BANT questions for your sales team to use can make their job a little easier. It's important to ask open-ended questions, so you get more useful answers about a prospect's pain points and desired outcomes than a basic "yes" or "no." I've shared some examples below to help you get started.
• Practice active listening: You don't want to run through questions just to check a box. It's important to approach conversations with prospects with the desire to actually learn about their situation and pain points. Pay close attention to their answers and ask clarifying follow-up questions.
• Track and analyze: Monitor how applying BANT affects your lead qualifications and sales performance. Consider using sales software and a customer relationship management (CRM) system to track and analyze sales data so you can measure BANT success and look for opportunities to improve how you apply it.

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16 BANT questions to ask your prospects

Having a list of BANT questions prepared can make applying BANT easier on salespeople. But it's important to treat these questions as a starting point, not a rigid script. Let them guide conversations but leave room for flexibility to tailor your approach to each prospect's unique situation.

To give you an idea of what open-ended BANT questions look like, here are some good examples:

Budget

To determine whether a prospect has enough budget for your solution, some good questions to ask include:

• Can you walk me through your typical budgeting process for solving challenges like this one?
• What is the typical price range you consider for this type of tool?
• Do you have any existing budget allocated for addressing this issue?
• Considering the potential impact of solving this challenge, what kind of budget do you think would be appropriate?

What to look for: If a prospect's answers don't line up with the typical costs of your products or services, that's a sign they're not a good fit.

Authority

To clarify who in the organization will be involved in making the purchasing decision, I recommend questions like these:

• Who will be the primary decision-maker for implementing a solution like ours?
• Are there any other key stakeholders involved in the decision-making process?
• What typically goes into your evaluation process for solutions like this?
• Once you've identified a potential solution, what are the next steps in your decision-making process?

What to look for: If the prospect doesn't have spending authority, you likely need to bring in the person who does.

Need

To find out whether your prospect's organization is facing the kinds of problems your product or services help solve, ask these questions:

• Can you tell me more about the specific challenges you're facing with your current process or situation?
• What's the impact of these challenges on your business?
• What does success look like for you?
• How would a successful solution affect your key performance indicators (KPIs)?

What to look for: Their answers will help you make sure the prospect is a good fit for your offerings. But just as important, what you learn will help you tailor your pitch to the problems you're most suited to solve.

Timeline

To determine how long the sales process is likely to be with a prospect, these are some good questions:

• Do you have a specific time frame in mind for deciding on a solution?
• Are there upcoming milestones or deadlines that might influence your timeline?
• If we can demonstrate how our solution effectively addresses your needs, what are the next steps in the process?
• Is there anything else you'd like to see from us in the next few weeks to help you move forward?

What to look for: How your prospect responds will help you understand how long their decision-making process is expected to take. It can also reveal clues about what else they're looking for in a solution that you may not have addressed yet.

Remember, these are just examples. The best BANT questions will be tailored to your specific product and the prospect's situation.

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Choose your path to better leads

The BANT framework is an easy methodology to adopt and put into practice. Its elements are straightforward, making it simple for reps to understand and follow, regardless of their skills or experience. Additionally, it's quick and efficient. Reps can determine the best prospects to pursue as fast as possible and save time by eliminating those less likely to buy. But, with less focus on relationship building and complex sales cycles, BANT isn't a one-size-fits all lead qualification strategy. Consider your goals when choosing the best framework for you. And know that you can pick and choose elements from multiple lead qualification methodologies to help you get there.

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Gabie is a 5x Salesforce Certified Professional and a Triple Star Trailhead Ranger with over 13 years of experience in Salesforce administration, CRM, user adoption, and training. She is currently the Lead Salesforce Enablement Program Manager at UKG, a leading cloud-based provider of human capital... Read More management solutions.