Gross sales methodologies like BANT — shorthand for price range, authority, want, timeframe — might help reps determine enterprise alternatives on the outset of the gross sales course of. 

Nonetheless, when used on the mistaken time and the mistaken means — like checking off BANT standards whereas speaking to a prospect — reps lose floor qualifying potential prospects. 

Definitely, the B2B gross sales course of is sophisticated. That is in all probability why almost half of gross sales reps fail to fulfill their quota. 

Whereas many variables drive the gross sales course of, it comes all the way down to this: the prospect you’re calling has no clue how your product will make their enterprise higher. 

Nonetheless, issues change if you go into the decision ready and join with the particular person you’re contacting. 

What’s BANT, anyway?

To make sure we’re clear on BANT, right here’s the acronym breakdown:

• Price range: the prospect can afford your product.
• Authority: the prospect is a decision-maker.
• Want: the prospect has an issue that your product can repair.
• Timeframe: the prospect can implement your resolution inside X period of time.

Your analysis and account mapping shouldn’t concentrate on BANT. It ought to verify that the corporate is value going after. 

Why it’s best to put BANT on the backburner

• Price range: In actuality, nobody has the cash. Your job is to place your self (and your product) and present prospects the worth you carry. In case your provide is smart and so they perceive the worth, they’ll discover the price range.

• Authority: In a great world, you’d get the decision-maker on the cellphone and seal the deal. Nonetheless, B2B transactions contain a number of decision-makers.

Finally, you wish to join with a number of folks (suppose multi-threaded gross sales strategy). That means, in case your contact leaves their place on the eleventh hour of signing, you possibly can take the deal over the end line with the opposite decision-makers.  

• Want: If you happen to’ve performed your analysis, you’ll know your prospect’s want going into the decision — primarily based in your excellent buyer profile (ICP). 

• Timeframe: You’ll work out the timing! The objective is to get the dialog going. 

That stated, understanding {that a} prospect simply dropped a service or their renewal with a competitor is developing will provide you with intel to form the preliminary dialog (and create urgency). 

qualify a gross sales prospect effectively

What does it take to qualify a prospect effectively? It begins with deciding on firms and those that suit your services or products. 

Take a look at offers you’ve closed through the years and say, “We have to go after firms that look similar to this.”

When you get your prospect on the cellphone, the objective is to point out them the constructive affect your product can have on their enterprise.

Ditch the pitch.

What’s the very first thing working by means of their head, understanding somebody is on the road eager to promote them one thing? Anyplace from how lengthy will this take to how aggravated will I be after the decision?

It’s as much as you to flip how they understand your name. 

Your B2B gross sales prospect doesn’t desire a gross sales pitch. They need a dialog — one which focuses on their wants and needs. The knowledge you carry to that decision has the potential to open the door to the following step. 

Want some motivation to choose up the cellphone? Inform your self this: 

“I’ve an obligation to name that particular person as a result of I can actually remedy their downside and assist them develop.”

Bear in mind, you’re the knowledgeable within the room.

For brand new reps, leaping on a name with a senior govt will be intimidating. In the identical means, others might discover speaking to a scrappy startup C-suite tough. 

The secret is to go in assured: That is your space of experience, not theirs. You’ve one thing useful to present your potential buyer. 

To ascertain your self as an authority, line up related case research. Weave your social proof into the dialog by sharing a relatable customer-success story: “We just lately helped a buyer in an identical enterprise to yours and with an identical downside.” 

Ask inquiries to get prospects speaking.

By asking open-ended questions and letting your potential buyer discuss, a few issues occur. 

1. You perceive the place they’re coming from, the place they wish to be, and the place you slot in. 

2. Your prospect begins to know, like, and belief you.

Don’t let BANT into the dialog

In terms of prospect qualification methodologies like BANT, positive, you possibly can pull issues from it and collect tidbits right here and there as you map accounts.

Nonetheless, every decision-maker you get on the cellphone is a small victory. And BANT has no place in that decision. 

The objective is to get different stakeholders’ weigh-in shortly, pull again the covers on what your potential buyer wants (versus what they suppose they want), and present them how one can make their enterprise extra worthwhile.

In the long run, folks wish to have a dialog. What are you ready for?

Huge due to Jake Shaffren and Bradley Metz for contributing their gross sales experience to this put up.