BANT is so last century! To get more from your qualifying, you need a new framework. Let’s find out more.
If the discovery call is the most critical part of the sales process, qualifying cannot be far behind. You need to qualify your prospects to ensure you allocate your time and other resources correctly. It’s essential that you spend time with people who want to buy from you and ‘can’ buy from you. Tyre-kickers must join the back of the line.
In this article, we’re going to look at qualifying frameworks. We’ll look at why you need them; then we’ll examine why sales teams are moving away from what was the most popular framework, and what they’re replacing it with. Let’s go.
Why you need a qualifying framework
Failure to qualify effectively can lead to your reps wasting time with people who won’t buy, or ignoring people who actually want to. When your reps are in the heat of a call, it’s easy to forget to ask an important question, meaning you get an incomplete picture of your prospect.
That’s why you need a framework - to act as a guide for your reps as they take their prospects through the qualification process.
As well as ensuring they don’t miss anything, a framework helps you compare your prospects, so you can prioritise your resources to the ones that need them. A framework will also provide you with an easy-to-use sequence to gauge how likely a prospect is to buy from you, and how soon.
BANT - the qualifying framework that took over the world
For the last three decades, BANT has been the most well-known and well-used qualifying framework. BANT is all about asking questions to establish a prospect’s:
- Budget - do they have the budget to buy?
- Authority - are they the final decision-maker?
- Need - do they need your product?
- Timing - when do they need it?
However, in 2020 and beyond, BANT has outlived its usefulness. The problem with BANT is that today, there is often more than one decision-maker, so you cannot truly qualify by only talking to one person.
Also, BANT assumes that the prospect doesn’t know that solutions exist to their problems already. Today, prospects do most of their research before they talk to a sales rep. They know what you do. They know what your competitors do. You cannot just turn up, BANT someone and then sell.
Of course, BANT isn’t the only framework out there. There are other qualification frameworks that sales teams can use. These include:
- SPIN - Situation, Problem, Implication, Need payoff
- CHAMP - Challenges, Authority, Money, Prioritisation
- MEDDIC - Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion
All of these will ensure your reps don’t miss anything as they qualify their prospects. However, there is a framework I like better.
PACTT – targeted qualifying
PACTT is the framework that I recommend to sales teams right now. As we move to more targeted models of selling, this is the framework I believe works best with targeted methodologies.
Here is what you find out when you qualify with PACTT:
- Pain – Reps need to genuinely understand what keeps prospects up at night. Dig deep to uncover all the pain points
- Authority – Find out everything you need to know about the decision making process for that specific prospect. Who else needs to know about you? What is the hierarchy of authority?
- Consequence – If you can solve their problem, what impact will it make on your prospect? On the other hand, what happens if you don’t solve it?
- Target profile – Does this prospect fit your ideal customer persona? As much as they may say they want your product, unless they fit in with your ICP, they won’t derive the benefits from it
- Timing – When can they buy? Where are they in their financial year? Do they have contracts with other vendors that have to expire first?
When you dig deep into your prospects situations like this, you can find out how much of a priority the problem you solve is. This helps you prioritise in turn.
I like PACTT because it takes a the focus off budget (making the sale) and into pain and impact (solving problems). You also get to consider whether the prospect is right for you, not just whether you are right for them.
Find out more from SalesWorks
If you would like to find out more about qualifying frameworks and how your reps can use them to drive more sales, it’s time to talk to SalesWorks.