BANT: What Questions to Ask - Improve Sales

Discussion guide on using BANT to qualify leads. What questions to ask your clients.

Author Name : Lekhnana M.S.

Posted On : 20 JULY 2023

Qualifying leads is a crucial step in the sales process, helping salespeople determine the viability and potential of a prospect. The BANT framework, which stands for Budget, Authority, Need, and Timeline, provides a structured approach to qualifying leads effectively. However, it's essential for salespeople to guide the conversation skillfully, avoiding a checklist-like approach that may appear intrusive. In this blog post, we will explore some pointers on how to guide the discussion smoothly and provide a list of engaging questions that align with the BANT framework.

Guiding the Discussion:

Establish rapport: Begin by building rapport and creating a comfortable atmosphere for the conversation. Be genuinely interested in the prospect's business and challenges, demonstrating empathy and understanding.
Active listening: Pay close attention to the prospect's responses. Engage actively by paraphrasing, clarifying, and asking follow-up questions. This not only shows your interest but also helps you uncover valuable insights.
Contextualize the questions: Frame your questions in a way that aligns with the prospect's specific situation. Avoid sounding scripted or robotic by adapting the questions to the prospect's industry, pain points, and objectives.

Engaging Questions for the BANT Framework:

Budget:

Can you share some insights into your budget allocation for [product/service] this year?
How does [product/service] fit into your overall budget and investment priorities?
If this problem is solved, what kind of a revenue increase/ cost reduction/ operational efficiencies will be realized?
How much would it cost you to build a solution internally?
What ROI expectations do you have for this investment?

Authority:

Who are the key decision-makers involved in the purchasing process?
Which team’s budget/ cost center will the cost of this comes from?
What criteria do you consider when designating decision-making authority?
How do you usually navigate internal approvals and sign-off procedures?

Need:

Before speaking to us, how have you tried to solve the problem? Follow up with a question on how those solutions fell short in solving the problems?
What challenges or pain points are you currently experiencing that [product/service] could address?
What happens to your Team’s goals if you fail to solve this problem?
How do you envision [product/service] improving your current operations or outcomes?
Are there any specific features or functionalities you are looking for in a [product/service]?

Timeline:

What is your ideal timeframe for implementing a solution like [product/service]?
Are there any specific events or deadlines that could influence your decision-making timeline?
How urgent is your need to address the challenges you mentioned? Are there any deadlines before which you need to solve this problem? How would it affect your team’s results if you fail to meet the deadline?
Working backwards based on the target date you have suggested, we would need to finalize our agreement by so-and-so-date. Do you think this is feasible? What are the key issues we need to overcome?

Conclusion:

Effectively qualifying leads is a vital skill for sales success. By following the BANT framework and using the right approach, salespeople can gather the necessary information while maintaining a natural and engaging conversation. Remember to establish rapport, practice active listening, and frame questions within the prospect's context. By striking the right balance, you can uncover valuable insights and guide prospects towards making informed decisions that align with their needs and objectives.