Méthodologie BANT : Optimiser une ancienne méthode d'une nouvelle manière

Google ‘sales methodologies’ and you’ll be inundated with options: Old ones. New ones. Modern takes on classic methods. And LOTS of acronyms. But which ones work best? And when do you use them?

Applying BANT at the very beginning of your sales process can be the very best and most efficient way of setting you and your sales reps up for success.

What is the BANT sales methodology?

BANT is a sales methodology that took sales by storm when it was developed by IBM in the 1960s. BANT is an acronym that stands for Budget, Authority, Need, and Timeline.

In a nutshell, BANT helps your salesforce to be efficient. With a fundamental list of questions that determines how qualified a prospect is to work with, your team will know where to prioritize their efforts. After all, you don’t want them wasting their precious time and resources on dead-end leads!

Budget

Can your prospect afford your product, service, or solution? If the answer is no, then that might be a dealbreaker! (more on that later)

Authority

Who has the final say? Is the person you’re speaking to the right point of contact? These days it’s often more than one person, so you may need to connect with more than one individual.

Need

Have you identified their problems and believe that you’re able to provide them with a solution?

Timeline

What is their timeline and can you realistically work within it? The tighter the deadline the higher priority your lead becomes.

The trouble with BANT

In the decades since its conception, BANT has received a lot of negative attention. Some believe the BANT sales method is too blunt and not suited to today’s sales climate. They’re saying it’s not enough, that it’s antiquated.

Some even say that using BANT is a surefire way to earn the label of ‘sleazy salesperson’! We say, if that happens, you’re not applying the BANT methodology properly.

Maybe it’s because many take the checklist too literally. For one, the steps should never be applied in order.

After all, how do you think your lead will feel if the first thing you ask about is their budget? Do you think they’ll feel like a valued customer or a walking, talking potential sale?

At the end of the day, the problem with BANT is the same problem with any sales methodology.

Let’s make something clear.

There is no one sales methodology that drives magical results.

Without the right attitude and mindset – from you and in turn, your salesforce – a sales method is just a sales method: A framework. A checklist. A set of questions.

How you behave as you implement your sales methodology – instinctively, intuitively, and humanistically – determines its success.

BANT sales methodology: what not to do

Imagine that you’re on a first date. Your drinks have arrived, you’ve placed your food order, and you’re face to face with a potential partner. You whip out your notepad and pen, take a deep breath, and start rattling off the following questions, barely giving your date a chance to answer one, before launching into the next.

“How many partners have you had?”

“Why did your last relationship end?”

“Do you want children one day?”

“If so, when would you like to start trying to conceive?”

“When can we schedule a second date?”

If they’ve got any sense, your date will look at you wide-eyed and bolt for the door, thinking, that wasn’t a date, that was an interrogation!

You might have worked through a checklist of scripted questions, but your chances of a second date are probably slim to none – regardless of your date’s answers.

Why?

Because you neglected to actually get to know your date and didn’t discover the things that really matter.

• Did they make you laugh?
• Do you share the same views and values?
• Do you have things in common?
• Are you looking for the same thing?
• Was there enough of a connection to warrant a second date?
• Is this a relationship that you want to pursue and if so, is the feeling mutual?

This may seem like a silly analogy, but it’s not much different than meeting with a prospect and carrying out a conversion that looks a little like this:

You: Hi, thanks for meeting with me. So, you’re looking to upgrade the climate system in your office building?

Prospect: That’s right.

You: What kind of air conditioners are you looking for?

Prospect: I’m not sure yet; we’re still exploring our options.

You: And when do you want them installed?

Prospect: Well, I’m not sure. I mean, we’ve only just started looking into it. But I guess...before the end of the year?

You: End of the year. Great! How much do you have to spend?

Prospect: Oh! (nervous laughter) I’m not quite sure. I don’t deal with the financial side of things.

You: Who does?

Prospect: My manager, Cindy.

You: Ah, okay. Well… do you want to speak to Cindy and see if she wants to set up a meeting?

Prospect: ... sure? I’ll get back to you.

You can almost hear the deep, movie-narrator voice:

“The prospect never got back to you.”

And are you surprised?

If you’d treated that meeting less like an inquisition, you’d have found out that the prospect’s current climate system is no longer suitable for the building. Since renovating, they’ve realized that their current air conditioners are too small to cover the new open-plan layout. Your prospect thinks larger air conditioning units might be the answer but is afraid that they might cause cold drafts in some areas and provide inadequate coverage in others.

What an amazing opportunity this would have been to educate your prospect on the cutting-edge ‘Still Air’ technology that your company has revolutionized! They would have been very interested in an innovation that uses thousands of micro-holes to eliminate cold drafts and make sure air is dispersed evenly throughout every corner of the room.

But, guess what? You’re probably never going to have that face-to-face with Cindy because you treated BANT like a checklist.

This leads us to the ‘how’ of gathering the information you need to truly qualify your lead without losing them halfway through the process.

From list to listening: using the BANT sales method correctly  

BANT is a good framework for getting a basic idea of where your prospect stands and whether they seem like a suitable fit. But the keyword there is ‘basic’.

Going deeper into the sales process, and determining whether you should pursue them as a customer, will require you to take things to the next level. You’ve determined that they are a qualified prospect. But why?

In addition to BANT, there’s GPC. GPC stands for Goals, Plans, and Challenges.

The following questions will help you gain a deeper understanding of what your lead’s needs are and how exactly your product, service, or solution can help them:

• What are the goals and ambitions of your lead and the company they work for?
• How do they plan on achieving these goals? (Then ask yourself if your product, service, or solution fits into their plan – and answer honestly!)
• Sont-ils certains que leur plan est solide ou ont-ils des doutes ?
• À quels défis s'attendent-ils ?

C'est votre occasion en or de briller, non pas comme un vendeur, mais comme un expert dans votre domaine. C'est votre chance d'écouter attentivement, puis de répondre en vous basant sur votre formation et toute votre expérience avec vos clients précédents.

Seulement 3 % des gens considèrent les vendeurs comme dignes de confiance. En tant que professionnel de la vente, ce chiffre incroyablement bas peut faire mal. Alors, comment prouver à un prospect qu'il peut vous faire confiance ?

Votre comportement l'emporte sur vos paroles. L'honnêteté, l'empathie, la communication et un intérêt sincère sont les ingrédients secrets pour faire fonctionner le BANT.    

8 façons d'optimiser la méthodologie BANT

1. N'oubliez pas que le processus de qualification ne consiste pas en un script mémorisé, mais en une conversation bidirectionnelle.
2. Ne mettez pas le BANT sur un piédestal. Ce n'est pas une bible de la vente, mais un simple guide.
3. Ne précipitez pas le processus de qualification. Prenez le temps de gagner du temps. Si vous précipitez la partie qualification du processus, vous risquez de prendre la mauvaise décision et de perdre du temps plus loin dans le processus.
4. N'oubliez pas, votre client n'est pas en examen. Ils n'ont rien à prouver. Le BANT n'est qu'un outil qui vous permet d' vous en apprendre davantage.
5. Si votre prospect ne vous convient pas ou si vous ne lui convenez pas, ne vous inquiétez pas. Seulement 50 % de vos prospects finiront par se qualifier.
6. Ne demandez pas seulement les informations que vous devez connaître. Posez des questions sur ce dont votre prospect a besoin.
7. Soyez axé sur les solutions. Si vous pouvez déterminer les besoins et les défis de votre prospect et lui montrer que vous avez les solutions, peu importe son budget. Une fois qu'il reconnaîtra la valeur de votre produit ou service, il pourrait être disposé à revoir ses priorités.
8. Il s'agit moins de traquer la personne qui a l'autorité que d'entretenir l'engagement avec plusieurs individus. Les gens parlent. Traitez chaque prospect avec qui vous interagissez de manière égale et respectueuse – même ceux qui ne tiennent pas les cordons de la bourse – et ils seront plus enclins à vouloir prendre ce rendez-vous, ou à encourager la personne qui a l'autorité, à vous rencontrer.

Le plus important à retenir aujourd'hui est que, en ce qui concerne le BANT, la liste de contrôle peut rester la même, mais votre comportement et votre état d'esprit n'ont pas à l'être.

Vous pouvez développer de meilleures façons de travailler en adoptant de nouveaux états d'esprit et en changeant votre façon d'agir – et cela fait plus de différence que n'importe quelle méthodologie de vente.

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