Engage Customers with Genuine Interest

Why BANT is bad

The BANT sales questioning model stands for
Budget • Authority • Needs • Timing

Sales teams are familiar with this. It’s a common cold call modus operandi used by a number of sales professionals.

Here’s the problem though. A sales rep may spout off BANT questions like:

  • What’s your Budget?
  • Are you the person of Authority?
  • What are your Needs?
  • What’s your Timing?

But as you methodically go through the BANT checklist, you run the risk of coming across as intrusive or interrogational.

As a result, your customer may not respond accordingly in the manner that you want.

Show genuine interest in your customers

My recommendation is to put BANT aside. Speak from the heart, get real, and show genuine interest in your customer’s issues and industry pain-points.

You’ll be amazed. By going “off-book” and thinking “out of the box,” you will have a stronger impact on your customer relationships — providing the opportunity to experience real sales growth.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).