We all know the importance of focusing our efforts on the right leads, those that are most likely to convert into customers. But how do we effectively qualify leads to ensure we're prioritizing the right opportunities? (I'll save you the suspense…its Bant&Champ)
In one corner, we have BANT - the reigning champ and veteran of the lead qualification game. An acronym for Budget, Authority, Need, and Timing, this no-nonsense approach cuts straight through and demands answers to key questions. Does this prospect have the financial means to make a purchase?(Budget). Is the person you're speaking with a decision-maker who can authorize the purchase? (Authority). Do they truly require our product or service to solve a problem?(Need). And is there a compelling reason to buy now versus further down the road? (Timing). BANT's straightforward checklist has been the go to method for rapidly separating the wheat from the chaff. If a lead satisfies all four criteria, they get the BANT stamp of approval as a qualified, sales-worthy prospect.
While BANT has been a staple for years, the CHAMP methodology offers a more modern, consultative approach to lead qualification. CHAMP is an acronym for Challenges, Authority, Money and Prioritization. What specific challenges is the prospect facing that your product or service could solve? (Challenges). Similar to BANT, but also considers the prospect's role in the decision process (Authority). Does the prospect have a sufficient budget allocated for your type of offering? (Money). And how important is this problem/opportunity for the prospect's business priorities? (Prioritization).
The key difference with CHAMP is the emphasis on first understanding the prospect's challenges and priorities before evaluating budget and authority. This customer-centric approach aims to position your offering as a valuable solution, rather than just verifying they can purchase.
So which lead qualification method should you use? The answer depends on your specific sales process, buyer's journey, and overall strategy. For more complex, high-consideration purchases, the CHAMP methodology may be better suited as it allows you to deeply understand the prospect's needs and priorities upfront. If you have a shorter sales cycle, the straightforward BANT checklist could be more efficient for rapid qualification. You should also evaluate which framework works best with your current lead management, CRM, and sales enablement processes.
Ultimately, the goal of any lead qualification framework is to ensure your sales team is focused on the right opportunities at the right time. Whether you choose BANT, CHAMP or adapt elements of both, the key is implementing a consistent, scalable process for identifying qualified buyers. At the end of the day, customers don't care about your internal lingo, they care about finding a solution to their problems from someone who understands their unique situation. Whichever approach you take, lead with empathy, active listening, and a genuine desire to create value.