BANT (Budget, Authority, Need, Timeline)

• • Budget: Does the customer have the financial resources to afford your product or service?

  • Authority: Are you speaking with the person who has the decision-making power for the purchase?

  • Need: Does the customer have a clear problem or challenge that your product or service can solve?

  • Timeline: When is the customer looking to make a decision about this type of purchase?

An example of how the BANT framework works?

Imagine a salesperson, Sarah, is calling a company about its marketing software. Here's how she might use the BANT framework:

• • Budget: Sarah might ask, "Are you currently allocated a budget for marketing software this year?" This helps her understand if the company has the financial means to buy their product.

  • Authority: She could say, "Would you be the primary decision-maker when choosing marketing software, or is there someone else involved?" This ensures she's speaking with the right person who can approve the purchase.

  • Need: Sarah could ask, "What are your biggest challenges with your current marketing efforts?" By uncovering the company's pain points, she can demonstrate how their software addresses those specific needs.

  • Timeline: Finally, Sarah might ask, "Is there a specific timeframe you're considering for implementing new marketing software?" Understanding the urgency helps her tailor her approach and follow-up strategy.

By addressing these BANT points, Sarah can effectively qualify the lead. If the company has the budget, decision-maker access, a clear need, and an active buying timeline, they're a strong prospect for Sarah to pursue further.