With the digital transformation, email data is BANT as we know it still relevant? To generate leads, BtoB companies use specific actions to measure their sales actions. On the issue of lead generation, BANT proves to be an effective method because it allows the offer to be personalized.
However, digital has seen a change in our consumption habits and in particular in the purchasing process. According to a Google study, 74% of Internet users carry out a search before making a purchase. According to a study carried out by CEB , 57% of Internet users carrying out a search are already decided to make a purchase before contacting a salesperson.
From this first observation, we can ask ourselves if the BANT is truly useful or not? The answer is undoubtedly positive. However, it can no longer be done in a purely commercial approach.
So we will see if BANT in 2018 is a sufficient strategy to generate leads?
BANT is based on 4 variables to assess whether your lead is ready to make a purchase. These four variables are interdependent and if one of them does not respond positively then the lead is not yet ready. Let's look at the 4 steps of BANT:
Budget : A key question for the end user, the question of price must fit into your client's allocated budget. Whether in B2B or B2C, the client has a ceiling price that he cannot exceed. If it is too high for him, he will try to negotiate or will not go through with the purchase. Above all, it allows you to measure a client's ability to afford the product or service that you offer.