Here, as we see, the opinions of experts differ. Some prefer to work according to the BANT formula, which was proposed by John Coe, the world-famous B2B sales guru, while others are already moving away from this formula and building their work according to other models. For example, this is what many companies have done over the past year.
A case in point is one organization whose management decided to take a closer look at those leads that the BANT formula excluded from direct sales. This analysis revealed that about 30% of all leads that did not reach the sales stage actually had significant purchasing potential. These leads had a business where the company’s product would be very useful, but they did portugal phone number data not pass the BANT formula due to budget inconsistencies or uncertain time frames. As a result, the company changed its lead classification system and allowed these 30% to sell. However, they faced another problem: how to convert these leads into customers?
The point is that sales managers who use the BANT formula are not prepared to talk to potential clients if they have not yet decided on the budget they are willing to spend on purchasing the product or the time frame. This approach only works if the client clearly knows their needs, is aware of the ways to solve the problem, has the necessary amount of money and is currently evaluating suppliers. Of course, such leads are located much deeper in the sales funnel than those potential buyers with whom managers have yet to outline the need and determine the solution to the problem. As you understand, when working with such clients, a completely different approach is needed.
And such an approach was found. use when working with clients who have not qualified according to the BANT formula.