Great question and one that is asked often as BANT has traditionally been used to determine the qualification of a lead. I do not promote removing BANT all together as I do believe there is value in it if asked at the right time.

To use the BANT criteria at the beginning of the dialogue with a prospect is not the right time. This is when the relationship is just beginning and most buyers will not share or simply do not have this information. However, as the relationship progresses and the engagement with the prospect deepens through effective nurturing, it is perfectly acceptable to begin to ascertain their budget, authority, need and timeframe. This can be done over a series of conversations, 1-1 via phone or even over a web form. So long as there has been good dialogue between the buyer and the vendor, the BANT discussions can occur, but if used as the sole barometer of lead qualification it will not work effectively.

Carlos Hidalgo
The Annuitas Group
@cahidalgo

Michael A Brown

President, BtoBEngage

Posted on April 19, 2011

Hi Lauren! From our Business To Business By Phone® newsletter:

Way too many sales lead qualification / nurturing practices remain mired in the outdated BANT format. The BANT model calls for reps to probe for Budget, Authority, Need, and Time frame.

There are two main problems with the linear BANT approach. Conceptually, it changes what ought to be an exploratory conversation into a form-completion exercise … very uncomfortable for both caller and prospect. Closed-ended BANT questions inhibit rather than promote dialogue. Practically, it is out of sequence because people do not think or talk that way. Indeed, asking about budget first, before the prospect and caller have even established viability, comes off as premature and rude.

Better way? Ask open-ended questions in these categories:

• Their business motivation: “How come us? How come now?”
• Their circumstances and intentions
• Their requirements and preferences
• How they consider, select, implement your category of product or service
• The competitive landscape
• Their organization and politics
• The money and authority to use it
• Their willingness to proceed

Begin with the first two categories and then move around with subsequent questions based on the prospect’s responses. You will enjoy more substantial and valuable conversations ... often more than one ... still get all the information to complete your data fields, and produce a more believable and actionable opportunity for your sales or channel colleagues.