1. Using B.A.N.T for
“Qualified” Referrals

2. What is BANT?
 Originally developed by IBM in the late 80s
 Mainstream by Fortune 500 since mid/late 90s
 SMB still adopting but quickly
 Primary Goal:
Define a viable sales opportunity in a “measurable” way
(you can’t manage what you can’t measure….)

3. Budget Criteria
 What budget is available?
 3 Main Categories
 budget/funding approved (not likely especially with professional services)
 budget/funding is not approved (size of company may be a consideration)
 no budget (very typical early in the sales process)
• Common Problems
 Leads with actual approved budget are few and far between
 Having budget can indicate that they are well into the sales cycle
 Small business budgets can rise/fall rapidly
 Key Questions To Ask
 Has budget been spent on this type of purchase before?
 What will be the process to get approved funding if you move forward?
 Does the size of the company fit the typical customer profile?

4. Authority Criteria
 Who really is the decision maker/influencer?
 3 Main Categories
 Decision maker (person who makes the final decision)
 Influencer (person who is part of the buying coalition – typical in SMB)
 Neither (can be just an “inside” contact)
• Common Problems
 Majority of all referrals are for influencers (unless they are at the CXO/owner
level – most referrals stretch the truth…)
 Many times you’ll need to “sell up” which can be slow and arduous (quickest
way is to “sell down” or “sell by veto”)
 Buying coalition is hard to determine up front
 Key Questions To Ask
 What part will you play in the final decision making process?
 Who else is involved in the final decision on this?
 Can you tell me about the steps in your decision-making process?

5. Need Criteria
 Does a real need exist?
 3 Main Categories
 Expressed Pain (can you fix the problem right now? Best but hardest to find)
 Demonstrated/Felt Need (has been “shopping” already and “not ready” yet)
 Simple Inquiries (may be in “stealth” but more often are not in the market yet)
• Common Problems
 Focus does not remain on the business decision (verse a personal or emotional
type decision)
 If solution can not be easily tied to revenue/ROI then decision makers loose
interest quickly (even if influencers express need …. work is often needed to
help them “connect the dots”)
 Lots of needs may go unmet (the most compelling business case usually wins!)
 Key Questions To Ask
 What is the main driver behind this type of decision?
 What problem are you trying to solve?
 What problems have you experience in the past with this type of service?

6. Timing Criteria
 What does the timing look like?
 3 Main Categories
 Immediate (within 30 days a decision will be made)
 In Process (typically 3-6 months depending on sales cycle)
 To Be Nurtured (6+ months and still needs lots of follow-up touches)
• Common Problems
 Timing is not estimated accurately (just because I’m making the decision next
year doesn’t mean I don’t need nurturing today)
 Lack of follow-up by sales (more than 60% of all inquiries go un-answered!)
 Burning the lead too soon (the best leads are those that have educated through
long-term nurturing!)
 Key Questions To Ask
 When will your decision making process begin?
 When does the solution need to be in place?
 When will you be ready to talk to a sales person?

7. How to define your own referral criteria
UNQUALIFIED FULLY QUALIFIED
Referral Qualification Spectrum
“New Business/Sales Person”
 Budget not required
 Authority required (decision
maker/influencer or “inside contact”)
 Need not required
 Timing not required
“Legacy/Seasoned Sales Person”
 Budget not required
 Authority required (decision
maker/influencer)
 Need required (pain or felt need)
 Timing not required
“Maturing Sales Model/Team”
 Budget not required
 Authority required (decision
maker/influencer)
 Need required (pain or felt need)
 Timing required (less than 6 months)
True “Sales-Ready” Opportunity
 Budget required (pricing discussed)
 Authority required (decision
maker/influencer)
 Need required (pain or felt need)
 Timing required (less than 6 months)

8. Referral Follow-up
 The “hand-off” is the most critical!
 Key Issues
 Failure to verify criteria/vital information (“he said”, “she said” – prospects will lie
so don’t assume too much!)
 Feedback on the opportunity/criteria (does it need to be adjusted?)
 Its just as important that the one who provided the opportunity follows up with
either you or the person!
 How many touches does a referral need?
 As many 5-6 a month is recommended
 Must use different media formats like phone, e-mail, print, social media, etc.
 Key Take Aways
 Defining a referral criteria (like BANT) is the first big step (most don’t
and miss out on the refining process)
 Remaining flexible and iterating on the criteria is where the
magic happens…
 Discussion/Questions?