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tags: Week 7, H3, M11, A2, Prospecting
---
# Introduction to BANT
Qualifying leads is a crucial step in your sales process.

The reason why we qualify leads is **to make sure that you are spending your time on the leads that are most likely to convert.**

🤔 **But how do you know which criteria determine their potential to convert?**

Having a clear need or pain point you can solve is not the only factor. Some may have a real need but don't have the budget. Some have a budget and the power to decide but just no pressing need anytime soon.

There are many qualification criteria out there. Every company uses their own version adapted to their specific circumstances. You will hear many guru's arguing for one or another, but the important part is that you **understand the core principles behind qualification so you can adapt to any framework.**

For the sake of learning principles, we will use one of the most established and straightforward frameworks out there: BANT. Please note, this is not necessarily the most effective or updated framework, but it is the simplest to learn and convey the basic principles behind qualification.

## Enter BANT
BANT is a sales qualification framework used to identify and pursue the most qualified prospects based on:
- **Budget** – Does the prospect have the budget to buy the product?
- **Authority** – Does the prospect have the decision-making authority or is she an influencer?
- **Need** – Does the prospect have a business need for the product?
- **Timeframe** – Will the prospect be implementing a solution in a suitable timeframe (anytime soon)?

BANT was conceived by IBM as a way to identify an opportunity. According to IBM’s guidance, an opportunity is considered validated if the prospect meets three of four of the BANT items. Each sales team may decide on either a tighter or looser form of BANT.

Let's have a look!

{%youtube uMPdfiz6GvE %}

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