In the world of IT solutions, success begins not with the sale but with the strategy. Every potential client represents both an opportunity and a challenge: how can you quickly separate real sales opportunities from just curious prospects?
Studies show that 65% of sales reps lose clients due to improper qualification while 51% of companies believe their sales teams need to improve their ability to identify behavior from buyers that indicate they want to make a purchase.
The 5-point qualification method
At Knot Consulting our focus is to support our clients within the IT industry to save time and improve pipeline accuracy by properly qualifying their prospects from the first interaction and making sure there is a real business opportunity. To do so, we are using BANT process, (Budget, Authority, Need, Timeline) a structured approach invented by IBM in the ‘50s to shorten the sales cycle. To this, we suggest adding C – Competition.
1. Budget
IT solutions often represent significant investments. Understanding the client’s budget is essential. “Do you have a budget in mind for this?” or “How much money is budgeted for this solution?” open the door to honest conversations. If the client avoids answering, knowing your competition and matching this information with your prospect’s preferred provider can give you a good overview of how much they are willing to spend.
2. Authority
IT sales often involve multiple decision-makers. Identifying them as well as those who can influence the decision, (e.g. the end-user), can give you the chance to address challenges before they are on the table. Ask “Who else will be involved in this decision?” or “What is your approval process for selecting IT providers?”
3. Need
In IT sales, the perceived need can differ from the actual problem. Prospects may express vague requirements, but it’s your job to identify their real needs by addressing the right questions: “What challenges are you currently facing?” or “How do you believe this solution will improve your operations?”
4. Timeline
In IT, there is a difference between stated urgency and real urgency. The deadline to make a decision can be different to the need of having the solution implemented. Make sure you have a clear understanding of these two. “Realistically, when do you hope to go live?” or “Do you have any outside factors influencing your timeline?” Also, it is very important to know for how long have they been looking for a solution. If it’s been years, maybe it’s not that urgent after all.
5. Competition
Prospects often evaluate multiple providers, so understanding who are your competitors in this specific sales process helps position your solution effectively. Ask: “Have you received other offers?” or “What other solutions you’re considering?”
Before closing the discussion, summarize what you’ve discussed and ask the client if there is anything else important he’d like to add. Use phrases like, “Before we close the discussion here is what I have noted:… Is there anything you’d like to add?” or “Do you have specific questions I should answer?”
In this way you demonstrate professionalism and commitment to solving the client’s challenges.
Qualification begins long before the first call. Researching the prospect’s industry, challenges, goals and anything else they mentioned in news allows you to enter the conversation informed and confident.
Listen actively and resist the urge to dominate the discussion and speak in technical jargon. By taking interest in their situation, you build trust while gathering the insights needed for a customized proposal.
In IT sales, every lead represents a potential partnership—but not every lead is the right fit. Therefore, qualifying effectively is not just a skill—it’s a competitive advantage.
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