Stop Leaving Your Sales Pitch on the Wrong Table

As a senior officer, I receive numerous emails from various vendors, customers, and prospective clients seeking to sell their services to my organization on a daily basis. Some of these emails are relevant to our needs, while others don't align with my role, leaving me with no power to make decisions on them. Unfortunately, such emails, when not forwarded to the right decision-maker, tend to remain unattended on my desk, which is not an ideal situation.

This issue is prevalent among salespeople searching for the appropriate individual to pitch their products or services to Company A or B. Even CEOs' emails may end up on the security or customer desk and remain unattended. It's a pity.

IBM's BANT model

However, there are things we can do to improve this situation. As I was writing this, I quickly remembered IBM's BANT model for opportunity identification. Qualifying your prospect is a critical aspect of the sales process, whether it is done manually, physically, or digitally. BANT stands for Budget, Authority, Needs, and Timeline.

You should be able to determine if a prospect is a good fit for your products or services by asking questions such as: What is their budget? Do they have decision-making authority? What are their business needs? When are they looking to make a purchase?

A prospect is considered viable if they meet at least three of the four criteria. However, if a prospect doesn’t meet the criteria, the sales representative can follow up later.

Identify the decision-makers to avoid wasting time on unproductive leads.

Since there are only so many hours in a day, you want your sales team to concentrate on the most promising opportunities. This will increase win rates and generate more sales.

Although this discussion isn't about sales, it's essential to focus our attention on the person who has the final say, just as I don't have the authority to make decisions on some emails and calls I receive from sales teams.

When it comes to making purchasing decisions, multiple stakeholders are often involved. Some are gatekeepers, passing along information, while others have the final say. Learning more about your prospects can help you determine if they have the authority to proceed with the next steps or if you need to get others involved.

Even if a prospect isn’t a decision-maker, they likely have some influence within the organization, so don't make them feel undervalued. Build trust with your point of contact, and you can even turn them into advocates for your company.

To avoid leaving emails, messages, and sales pitches on the wrong table or with the wrong person, it is important to qualify your prospects well. Identify the right decision-makers, understand their budget, business needs, and timeline, and focus on the most promising opportunities.

In Recap

• Implement the BANT model (Budget, Authority, Needs, Timeline) to qualify prospects and determine if they are a good fit for your products or services.
• Ask questions to understand the prospect's budget, decision-making authority, business needs, and timeline for making a purchase.
• Consider a prospect viable if they meet at least three of the four BANT criteria.
• Follow up with prospects who don't meet the criteria at a later time.
• Identify decision-makers within the organization to avoid wasting time on unproductive leads.
• Focus your sales team's efforts on the most promising opportunities to increase win rates and generate more sales.
• Recognize the importance of the person who has the final say in purchasing decisions, just like I don't have the authority to make decisions on certain emails and calls that I receive.

• Understand the role of multiple stakeholders in the decision-making process and determine if your prospect has the authority to proceed or if you need to involve others.

• Build trust with your point of contact, even if they are not the ultimate decision-maker, as they may have influence within the organization.
• Turn your contacts into advocates for your company by nurturing relationships and demonstrating value.

• Qualify your prospects effectively to ensure emails, messages, and sales pitches reach the right decision-makers and avoid being overlooked or misplaced.

• Research and identify key stakeholders involved in purchasing decisions to increase your chances of success and avoid wasting time and resources.

By following these actionable points, you can improve your prospect qualification process, identify the right decision-makers, and focus your efforts on the most promising opportunities. This will not only increase your sales effectiveness but also save valuable time and resources by avoiding unproductive leads and ensuring your messages reach the right individuals.

to your success!

Samuel Alabi