Today, the early stages of lead qualification are typically performed by a team of Sales Development Representatives (SDRs). First, a list of prospects who match your ideal customer profile is created. But most companies won’t just hand those leads off to sales reps; instead, they use additional criteria to qualify leads and pass leads off once all criteria are met.
One framework that was traditionally used to help SDRs qualify leads is BANT (budget, authority, need, timing. Using this method, organizations will only consider leads qualified once they meet BANT criteria. BANT leads have specified a budget, they have confirmed that they have the authority to make a decision, they have expressed a need for your product or service, and they’ve shared their timeline for making a purchase decision.
While BANT can be an effective method for qualifying leads, it’s hard to find leads who meet every single one of these criteria. At the end of the day, it is up to you how your organization decides to qualify leads. Just make sure you know what your ideal customer looks like and track SDR metrics so you can identify what’s working and what isn’t for your sales team. When you qualify leads the right way, your sales reps have a better chance of closing deals.