Since the beginning of time, the acronym BANT has been the basis for qualification of potential opportunities.
A – Authority
N – Needs
T – Timing
The primary issue with BANT is in terms of B – Budget. Let's think about "Challenger" selling for a moment:
- When a customer is already in-the-market (IMP) for our category of solution, they can find their way to just about any piece of information about us without ever talking to us. When we engage, our role is often to reframe and disrupt their thinking…to teach the customer that a potentially better solution exists versus the one they had in mind. By doing so, we often open the eyes and minds of the customer to a much bigger potential outcome, too. If we're working with or have access to the right people in the organization, the budget-creators versus the budget-spenders, budgets get created for high impact, high ROI projects attached to high priority business issues.
- When a customer is not in-the-market for our category of solution, and we're trying to teach them about an under-appreciated problem they don't even realize they have, they probably haven't created a budget for that unrecognized problem, right?
E – Engagement
M – Mobilizer
P - Profile