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Learn how to Use BANT to Qualify Prospects in 2022

Throughout the gross sales course of, you’ll uncover individuals throughout the firm who’ve the authority to make selections. These people are additionally extra more likely to have perception into the staff’s funds to buy what you promote. Which means, alongside the way in which, you’ll collect extra details about how certified the prospect actually is.

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

However what when you may construction that information-gathering course of in a manner that is sensible 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 Fifties and is now included as a part of the corporate’s Enterprise Agility Resolution Identification Information. It labored properly 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 be taught all of the pertinent info upfront to find out if the prospect was an excellent match for its merchandise. If the prospect was not a match, they’d be disqualified from the gross sales course of.

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

what does BANT stand for graphic explaining each element

Budget – How a lot is the prospect prepared and capable of spend in your resolution?

Authority – Who’s the authority determine on this sale? Who makes the last word choice?

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

Timeline – How a lot time will the prospect must make a buying choice?

BANT is a major a part of the gross sales course of as a result of it helps gross sales reps qualify leads through the discovery name. Slightly 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 staff can get detailed info 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 had been promoting licenses within the previous days, qualifying primarily based on monetary want made sense. If you happen to 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 fundamental plans to tens of 1000’s of {dollars} monthly for enterprise plans. If you happen to promote a SaaS product, you may overcome the value impediment by asking concerning the prospect’s anticipated ROI. If that aligns together with your worth, you might have good cause to qualify the prospect on funds.

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

Most selections are actually made by a gaggle moderately than one particular person. There’s a mean of three stakeholder teams concerned in each deal. Even when one particular person is chargeable for signing the contract, you’ll must persuade most of their staff.

Map out everybody who’s concerned within the course of: Their job titles, decision-making position, priorities, and how one can get entry to them (asking your champion to arrange a gathering, reaching out to them instantly. and so on.) The extra contacts you might have, the extra management you’ll wield — and the much less probability this chance will slip via 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 beneficial 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 may compete for his or her power, consideration, and decision-making capital?

A prospect may say they’ve a selected want and should very properly imply it, however the staff’s or government management’s priorities could also be completely different. This can inevitably trigger kinks within the gross sales course of down the street. Do your greatest to uncover your prospect, staff, and leaders’ wants as early as potential.

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

the funds, who the decision-makers are, and the necessity they’ve on your product. Now it’s time to learn the way 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 sort of deal will help you intend your pipeline and put together for the shut.

5. Keep knowledgeable via a number of channels.

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

Protecting a pulse on the offers, you might have within the pipeline (exterior of the occasions you’re assembly with them) will help you uncover new wants they’ve that your product can resolve. You might also uncover further stakeholders you’ll talk with later within the gross sales course of.

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

6. Use digital instruments to trace your progress.

Utilizing digital instruments that preserve monitor of your pipeline and handle relationships will likely 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 must go earlier than the deal is closed.

HubSpot’s Gross sales Hub software program will 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 consultants. Opponents of BANT discover that the data gathered on this framework is useful, but it surely’s found a lot too late within the gross sales course of. Others merely favor organizing their subjects in a different way, thus utilizing different frameworks like GCPT.

I’m right here to let you know that the order of the framework isn’t a difficulty. You’ll be able to (and may!) use BANT within the order that creates the very best 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 sequence of unrelated questions with out really listening to their responses.

Right here’s an instance:

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

Prospect: “Not but, but it surely needs to be finalized on Tuesday.”

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

Prospect: “My supervisor Sheila.”

Rep: “And also you’ll be utilizing Spartan to prepare buyer occasions across the nation, which presently you shouldn’t have software program for. It looks like your present system is difficult to handle and scale.”

Prospect: “Sure, that’s appropriate.”

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

Prospect: “Most likely someday within the spring.”

Rep: “Okay, nice. I believe the following 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 electronic mail in a number of weeks.”

The salesperson is rarely going to listen to from that prospect once more.

So what went improper?

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

Second, the rep missed a number of alternatives to dig deeper. They didn’t be taught something concerning 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 moderately than a to-do listing. You should qualify them primarily based on all 4 traits, however you don’t must do them in a selected order. The truth is, 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 loads 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 give you the results you want is asking considerate questions that stream collectively in a dialog.

Under are a number of the greatest inquiries to ask a prospect for every stage within the BANT framework. Keep in mind, you’re having a dialog, so fluctuate the order and the wording as you could.


1. What do you presently spend now on this downside or want?

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

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

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

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

The prospect might need to develop moderately than stop loss. Body the query when it comes to potential for acquire.

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

With this query, you may decide potential stakeholders you’ll want to talk with throughout later levels 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 resolve this downside in-house or if they’re searching for an exterior resolution.

6. How a lot would it not price when you haven’t fastened this concern 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’ll be able to assist the prospect perceive their ROI with the reply to this query.

7. How closely will worth issue into your choice?

This normal funds query helps you identify whether or not you could 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 normal funds query to find out if the prospect has executed 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 will likely be utilizing the product?

This query gained’t at all times provide the decision-maker, however it would let you know who else may be concerned within the shopping for choice.

11. When was the final time you acquire the same product? How did the decision-making course of go?

If there have been vital 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. Slightly than discovering you don’t have the appropriate stakeholders on the decision, you may work round their schedule prematurely.

13. Will anybody else be concerned on this choice?

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


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

By asking this query, you’ll learn the way lengthy the prospect has been experiencing this downside.

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

You’ll be able to assess whether or not your resolution will likely be profitable or if there’s one other manner they’ll resolve this downside through the use of your resolution at the side of one other one, or in the event that they’re higher off with a unique resolution completely.

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

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

17. What are your prime priorities in the meanwhile? How do they match inside your staff’s targets?

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

18. What are your staff’s targets for the following 12 months?

This query will help you expect whether or not the prospect will renew their service with your enterprise.

19. What occurs to your staff’s targets when 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 simply’d wish to have an answer in place by?

Oftentimes, urgency doesn’t have to return from you as a salesman, it may be an inside deadline that you simply 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.] aim for [next quarter, half of the year]? Will you be capable of meet that aim with out some kind of change?

You should utilize this info 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 must finalize our settlement by [earlier date]. Is that sound doable?

This agency query asks the prospect in the event that they’re capable of decide primarily based on the data they’ve already offered. You’ll be capable of use this date to plan your pipeline.

Qualify Your Leads With BANT

BANT has lasted via the ages as a result of it’s efficient, memorable, and relevant to a variety of merchandise, worth factors, and gross sales processes. This framework is greatest used at the side of considerate questions that stream naturally in a two-way dialog.

If you happen to’ve by no means used BANT earlier than, or when 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 info you uncover.

Need to up your gross sales recreation 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 put up was initially printed in November 2019 and has been up to date for comprehensiveness.

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