<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=577820730604200&amp;ev=PageView&amp;noscript=1">

For decades BANT has served as a pretty good framework for qualifying opportunities. But it’s no longer the useful tool it once was.


Unless your dream client is already purchasing what you sell, they aren’t likely to have budget set aside for what you sell. This doesn’t mean they don’t have the money. It also doesn’t mean that they won’t spend the money.

The companies you are calling on have the money they need for anything they believe is a priority. If it’s tied to their strategic objectives, they’ll find the money.

How do you show your dream client that what you sell is what they need to achieve their goals and objectives?


The idea of authority was used to help salespeople find the one person they need with the formal authority to bind their organization to a deal. This was useful before companies started buying on consensus. Now, there is no decision-maker. Instead, there are decision-makers. I’ve personally sat in a room with 14 stakeholders, all of whom could say no to a deal individually, none who could or would say yes individually.

This doesn’t mean that you don’t need executive sponsorship. You do. You also need consensus.

How do you find the stakeholders you need to build the consensus necessary so that the one person with the formal authority is willing to bind their organization to a contract?


I’d love to tell you that your dream clients are desperately waiting for you to call on them. It would be wonderful if your dream client’s business would cease existing tomorrow without you and your solution. But your dream client will still exist tomorrow, with or without your solution.

Many of your dream clients aren’t dissatisfied enough to change. This is why ideas like The Challenger Sale and Insight Selling are so sexy; they help you develop a need where none exists. Unless your dream client already buys what you sell, you need to create and develop the need.

This is why you don’t like your leads. You now do the work of “need generation.”


You aren’t likely to find time as a factor. Your dream client can change today, but tomorrow works too. So does next quarter. Sure they’re leaving money on the table, but they’ve lived with their problems for so long they trust them more than they trust your solution. Your solution means change.

Unless you tie what you sell to your dream client’s strategic objective, and unless your value proposition is compelling because the strategic goal is already compelling. The more you can prove that change is necessary and that sooner is better than later, the more urgency you create.

Sales 2014
Post by Anthony Iannarino on October 8, 2014

Written and edited by human brains and human hands.

Anthony Iannarino

Anthony Iannarino is an American writer. He has published daily at thesalesblog.com for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.

Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. You can reach Anthony at thesalesblog.com or email Beth@b2bsalescoach.com.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at iannarino@gmail.com

ai-cold-calling-video-sidebar-offer-1 Sales-Accelerator-Virtual-Event-Bundle-ad-square
salescall-planner-ebook-v3-1-cover (1)

Are You Ready To Solve Your Sales Challenges?


Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now is working, even in this challenging economy. Would you like some help?

Solve for Sales

Join my Weekly Newsletter for Sales Tips

Join 100,000+ sales professionals in my weekly newsletter and get my Guide to Becoming a Sales Hustler eBook for FREE!