No-BANT

BANT Doesn't Work

Authored by Josh Schwartz on April 10, 2015

Remember BANT, that old way to qualify deals where we find Budget, Authority, Need, and Timeline? Well guess what? It just doesn’t work anymore for SaaS sales. Here’s the reason why:

You’re asking for the money too early.

Seriously, you haven’t even built any value, your depending completely on brand awareness and your qualifying leads out when you’re not even sure if you’ve found the decision maker.

I’ve got something new for you to try that works for me. Authority, Need, Urgency, Money or ‘ANUM’. Let me explain why ANUM crushes BANT when it comes to working deals through the pipeline.

When creating a new product or establishing a new market It’s often that a budget isn’t cut out or created for your product yet. So there goes the ‘B’ in BANT, right out of your sales office’s window. Also, with today’s specialization of sales roles, it’s easier to split up who has what responsibilities. I believe it’s the SDR’s responsibility to find the authority (the ‘A’)  and a piece of the need (the ‘N’). Identifying your ideal customer profile (ICP) can find you the authority in most cases. Also, identifying your ICP helps SDR’s focus on who they should prospect, which should ALWAYS be someone who is directly involved in the evaluation or buying process.

Finding a need.

I always tell our SDR’s, “find me one pain point or need.” There is two reasons for this:

  1. Building value - If you can find one pain point, talk to it, and let them know how our solution handles their pain it gets the wheels turning in their head. (This will also increase attendance rates for demos)
  2. Smooth handoff - You’ll know how smooth your  hand off is when at the beginning of the next discussion the AE can say, “I spoke with SDR, they said your main pain point was sales reps not wanting to input data into the CRM, is that true?” or some other specifically identified pain point.

The other half of NEED and Urgency/Money

Okay, AE’s, this is our job. We have to uncover more than just the surface pain. We have to find out why it hurts and then poke at the bruise. Then, we have to use methods to find other pain points the prospect didn’t even know they have. When it comes to Urgency and Money, creating a timeline and selling past the sale is the key. Do you ask your champions, “How have you purchased software like this before?” or “What steps do we need to take to get this done”? If not, you should and then share your sales process and next steps with them. This will help you find where their process and yours align.

If you’ve done all of this, identified the proper buying authority, created and established a need, built value and created urgency, asking for the money should be no sweat. The key is to sell beyond the sale with a success plan. If your team is using trials or POC’s, work with your sponsor to find out what their definition of a successful trial will be. Document it. Agree upon it. Get verbal commitment on price. Then close it for good (until you resell, of course).

Trust me, ANUM works. Mostly because it follows a process that is in line with todays sales model that places most of the buying power with the prospect. BANT has all the ingredients for success, but they are aligned in the wrong order. Take BANT and turn it into ANTB….or just use letters that kind of make a word and live by ANUM!

Subscribe to our newsletter!

Leverage these best practices with automation and AI driven by TopOPPS

Learn how our customers are winning with artificial intelligence in their CRM:

  • Predictive Sales Forecasting
  • Automated Pipeline Management
  • Significantly More Updates from Reps

Watch Videos

More Recent Posts:

October 23, 2019

Where 1 + 1 = 3 in the Sales Application Stack - Sales Enablement

  In my previous blog I outlined 21 different sales technology categories for the Sales Application Stack .  These categories were consolidated from various industry analysts research. That blog highlighted the difference between data integration and application embedding and highlighted the benefits of application embedding and selecting software vendors who have strategic partnerships with other software providers in the CRM application space.   The concepts of application embedding needs to be expanded with the concept of “application in context”.  “Applications in context” is applications working “in context” with applications to solve a series of problems in a consistent and cohesive manner without derailing the users thought process. ...

Sales Operations, Sales Tools, Sales Pipeline Management, Strategic Partnerships

September 20, 2019

The Emperor [CRM] is Naked

  One of the things I like to track are stories I heard in kindergarten that persist through life.  The Emperor’s New Clothes is one of them.  I can’t tell you how many times I’ve been in meetings, listening to what is being discussed and ideas explored and wanted to yell out, “THE EMPEROR IS NAKED”. ...

Sales Operations, Sales Tools, Sales Pipeline Management, Strategic Partnerships

August 16, 2019

AI For Sales - Business Examples

  The last seven blogs provide a business-case approach to infusing AI through the entire sales process.  One of the purposes of this blog series was to demystify AI by using AI for Sales as an  example.  Media tends to portray AI as a magic bullet.  Actual implementations show the less “black box” an AI solution is and the more “glass box” approach, the more utility it provides to the user.  The utility is created by uncovering the key drivers of an outcome and managing those drivers to increase results. ...

Sales Operations, Sales Tools, Sales Pipeline Management, AI for Sales

August 6, 2019

TopOPPS + Outreach Galaxy: AI Enhanced Guided Selling to Increase Win Rates

  Ever had the situation where: an important sales opportunity is in danger because of inactivity and it goes unnoticed; the opportunity is sold but they don’t have the budget till next quarter so the sales rep needs to “stay close”; or the opportunity wants to buy but “isn’t there yet” and needs further ongoing education?   ...

Pipeline Optimization, Artificial Intelligence, Sales Pipeline Management, Guided Selling, guide winning behaviors

July 22, 2019

AI for Sales - Calculating the Sales Forecast

  I mentioned in my first blog on AI for Sales, when you hear the phrase “AI for sales forecasting” it feels like the solution is an algorithm to predict “the sales number”.  This is only partially correct.  While the ultimate goal is an accurate sales forecast, AI for sales forecasting requires artificial intelligence to be infused throughout the entire sales process.   The last 6 blogs have walked through different AI use cases for each of the different areas supporting the sales process to build a foundation for applying AI to create a more accurate sales forecast.  With that background we are ready to review AI use cases for calculating different versions of the sales forecast. ...

Pipeline Optimization, Artificial Intelligence, Sales Pipeline Management, AI for Sales

June 5, 2019

AI for Sales - Sales Pipeline Management and Sales Rep Coaching

  This is the second of two blogs reviewing artificial intelligence use cases to support sales pipeline accuracy.    The first blog focused on artificial intelligence for guided selling. Guided selling is key to maintaining a realistic sales pipeline by ensuring that sales team rigor, discipline and process are consistent across all opportunities. This blog focuses on sales pipeline management and sales rep coaching.  It includes tools to help: ...

Pipeline Optimization, Artificial Intelligence, Sales Pipeline Management, AI for Sales

April 16, 2019

AI for Sales - Guided Selling

  The next two blogs cover AI for the sales pipeline.  This blog focuses on AI for guided selling.  Guided selling is the process of prescribing optimal sales execution steps to the sales reps to enforce an efficient sales process.  The tasks and process are based on sales patterns of past close-won, and close-lost opportunities.  Guided selling is key to maintaining a realistic sales pipeline. ...

Artificial Intelligence, Sales Pipeline Management, AI for Sales, Sales Enablement

February 27, 2019

AI for Sales - Enhanced Data Collection

  An accurate sales forecast requires a crystal clean sales pipeline.  A crystal clean sales pipeline requires a deep history on most buyer/seller interactions for each opportunity.  By having a deep history of these interactions you can apply AI to identify buyer patterns and better guide the sales process.   Unfortunately most sales organizations do not have enough information about each opportunity to apply AI to assist in the sales process. ...

Sales Automation, Sales Tools, AI, Artificial Intelligence, AI for Sales