How to use BANT sales qualification model in your agency

Coral Wood • 4 October 2023

Whether you’re a start-up agency or an established team looking to increase your growth potential, you’ll know that sales qualification (the tactic of establishing whether that lead is right for your business) is an important first step in your pipeline. However, for new and emerging agencies, you may not have the luxury of a fully-fledged sales team member who knows lead qualification tactics that’ll speed up your lead qualifying process.

When it comes to streamlining your internal lead qualification processes, it’s well worth employing the well-established BANT methodology. In this blog, we break down what exactly is BANT and how to use it in your agency’s lead qualification process.

What is BANT?

BANT is an acronym that stands for Budget, Authority, Need and Timeline . These are the four qualifying criteria used as part of the BANT method of lead qualification and they all contribute to an overall understand of your lead (and whether they’re the right person for your services).

Budget

This may seem obvious, but understanding budget limitations of your lead is imperative before engaging in further lead qualification. All too often, it’s easy to jump on a lengthy scoping and briefing call, only to be told at the end of the call that it’s way out of their budget.

Save yourself time and sanity and ask upfront for their budget before engaging in further sales activities.

Authority

Who are you speaking to, and are they the decision maker? While you may capture the attention of someone who is an influencer to the final decision maker, ensuring you are able to effectively communicate your business proposition to the final decision maker either directly or indirectly is important.

However, how easy that is all depends on your qualification process. If your influencer is reaching out to build a business case, you’ll need to keep that in mind throughout your pitching process. This will naturally incur more time and effort your side. So make sure you’re effectively evaluating who you’re speaking to and how much time and effort is required into delivering the final message to the final authority.

Need

Cold outreach is exhausting, but not as exhausting as deleting hundreds of messages a week, if not a day, from agencies who clearly haven’t spent enough time reading your site to know that they don’t need what you’re trying to sell.

Understanding the need of your clients will better help you establish if the folks you’re reaching out to will actually engage with the message you send them.

And this doesn’t just go for cold outreach. Folks who reach out to you may be asking for something you can’t offer, or something you’d have to stretch yourself to provide. In those instances, it’s a smarter move to pass on the lead to a better suited agency.

Timeline

No matter how long you’ve worked in agencies, how big your team is, or how well-tuned your processes are, we all have horror stories of taking on clients that need too fast a turn around or putting all our eggs in that one, high-value basket that has a painstakingly long gestation period.

Figure out your ideal timeline for clients to engage and then convert, and apply that parameter to all of your sales conversations and qualifications. Anything outside of the parameter, no matter how good the money, should be considered before engaging with further

How to implement the BANT methodology in your agency

Now you know exactly what the BANT methodology is, it’s time to understand how and when to use it. Firstly, BANT should be used with every single lead. New, repeat, or even legacy customers all need to be evaluated using the BANT method.

  1. Budget
    If you can, ask your client what their budget is before you engage in a pitch discussion with them. There’s no point spending hours on your pitch deck for your client to haggle you on every line in your proposal. It’s a waste of your time and you’ll likely end up with a client and project you wished you’d never contracted to.

  2. Authority
    Either before or on your first sales call, it’s easy to find out who the final decision maker is. However, questions like “are you the decision maker?” may ruffle the feathers of whoever you’re talking to. Instead, ask “are you the sole stakeholder in this project?”, “which team members from your organisation will be working with us on this project?” or “what are your sign-off processes for this project?” will maintain the rapport you’ve built with your point of contact whilst helping you establish who and how you will get final sign-off on the all important contract.

  3. Need
    This one requires a bit of homework pre-sale or post-lead. When investigating a lead, look at everything from their initial contact, their brief (if they gave one) and their website. Ask yourself if what they’ve asked for, you can deliver in terms of timeline, resource and expertise? Is delivering a cold outreach to this target opportunistic or part of your actual sales strategy? And most importantly, ask yourself if you can satisfy all of their painpoints? When you think the lead is ready for further investigation, jump on a call and investigate further. More precisely, ask 11-14 questions per call to hit what Gong refers to as the ‘sweet spot’ in BANT qualification.

  4. Timeline
    Timeline is more a qualification of you than your client. Make sure that whoever has that first contact with your prospect, they ask their project deadline AND their decision timeline. It’s all well and good knowing you have a cushty 6 months to complete a project that may only take 3, but longer-than-expected decision making periods poses a risk in your forecasting.

Speed up sales qualification using Insites , the tool that gives you a 360 degree overview of any company’s online presence in just 60 seconds.

How to leverage BANT to increase your agency sales performance

Using the BANT method is an essential part of your overall sales process, and not just at the front of your pipeline. Once you have qualified your lead, it’s important to keep nurturing that lead through the pipeline and being reactive to any changes in direction your prospect may take.

It’s not unusual for clients to change the brief, the budget, or even the project as a whole. Therefore, to make sure you are nurturing your qualified leads, ensure your continue to qualify your lead as sales conversations progress when they take different or unexpected turns.

However, once you’ve identified that your prospect ticks off all your requirements in the BANT process, you can not only go after that contract, but feel confident in the knowledge that you know exactly how and where you can help them. And nothing instills confidence in prospects more than an agency that knows them inside out.

How to use BANT to qualify out leads and clients

Not every customer will be a fit for your services – or for your team. This is especially true if you often end up working with nightmare clients, on projects that never end – using BANT you can outline or articulate what exactly is the problem with your problem client, and give them constructive reasons as to why you’re moving them on. Or alternatively, use it to give yourself the validation you need to accept that bad clients aren’t going to be great for business.

Is BANT the best sales qualification model for agencies?

There are a plethora of sales qualification models out there, and you wouldn’t be judged for admitting you’re not sure which one is right for you and your agency. However, it’s worth noting that BANT is probably the best, and easiest, for agencies.

This is because BANT offers a straightforward, simple methodology to follow. MEDDIC, SNAP selling system, solution selling and target account selling all offer valuable sales methods for agencies. However, these are ideal for experienced sales agents who know how and when to apply the methodology to their prospects.

Faster BANT qualification with Insites

Want to qualify your prospects all-important Need in 60 seconds? Insites offers a 360 degree overview of any company’s online presence, giving you an insight into how and where your team can help.

Happy auditing!

 The Insites Team

A person is holding a cell phone in their hand surrounded by social media icons.
by Izzy Fletcher 29 May 2025
Surprising data reveals 49% of SMBs are boosting marketing budgets while 75% invest in AI. Get the complete sales playbook for capitalising on these opportunities as a digital marketing provider.
A hand is holding a magnifying glass over a laptop screen that says keyword.
by Coral Wood 28 May 2025
Why keyword research actually matters for small businesses, the challenges digital marketing providers face and how to overcome SEO objections with Insites Keyword Planner.
by Coral Wood 21 May 2025
Let's face it - small businesses that have had bad experiences with SEO providers are like someone coming out of a bad relationship. They're wary, skeptical, and probably a bit defensive. And fair enough! Many have shelled out serious cash only to see minimal results, or worse, had their websites damaged by dodgy tactics. These folks aren't just looking for another service provider - they want someone who actually gets their business and can deliver what they promise. Spotting the signs of SEO heartbreak Before you dive into your pitch, take a moment to spot the telltale signs that an SMB has been burned before: They ask super specific questions about your tactics (because they've been bamboozled with jargon before) They want guarantees and exact timelines straight away They're reluctant to share previous work or analytics access They seem suspicious of practices that are actually industry standard They're confused about SEO basics because they've been fed misinformation Remember, this isn't them being difficult—they're just protecting themselves from getting burned again. Show some empathy (and ditch the jargon) When you're chatting with these businesses, the standard sales spiel just won't cut it. Instead: Acknowledge their frustrations without throwing shade at other providers Talk like a normal human being—avoid the technical mumbo-jumbo that might trigger bad memories Be brutally honest about timeframes and what's actually achievable Be crystal clear about how you'll keep them in the loop on progress Show them exactly how you're different from the providers who let them down Building back trust takes time, so don't rush the process. Let the data do the talking Nothing cuts through skepticism like solid data that actually makes sense. Create jargon-free audits that clearly show: What's currently holding their visibility back Opportunities they're missing out on How local competitors are nabbing their potential customers Specific, actionable fixes with realistic outcomes A good audit demonstrates your expertise while giving them immediate value—even before they've paid you a penny. Start small, win big For businesses still nursing their SEO wounds, consider offering: A small starter project with clear deliverables A shorter initial contract without the scary long-term commitment A step-by-step approach with checkpoints before expanding work No sneaky lock-in clauses that got them stuck last time This gives wary clients the chance to see real results before they go all-in. Show your work (properly) Burnt SMBs need extra reassurance that things are actually happening. Create reports that: Show clear before-and-after comparisons Explain technical stuff in plain English Connect improvements to actual business outcomes, not just abstract rankings Are completely honest about what's working and what's not Visual proof of progress works wonders for rebuilding confidence. Teach without the techno-babble Many SMBs have either been kept completely in the dark or bombarded with confusing tech talk. Find the sweet spot by: Creating simple guides tailored to their specific business Using analogies and examples relevant to their industry Breaking complex topics into bite-sized pieces Creating an environment where they feel comfortable asking "stupid" questions A client who understands what you're doing is a client who trusts you. Make it about their business, not just SEO Rather than droning on about algorithms and meta tags, connect your work to what actually matters: Show how SEO improvements translate to more customers Demonstrate the journey from clicks to cash Use examples specific to their industry Show how your work supports their broader business goals This shifts the conversation from "SEO wizardry" to tangible business growth. Real talk: How we helped a skeptical dentist A local dental practice had thrown thousands at SEO with nothing to show for it. When we started working with them, we discovered: Their website had technical errors that were basically making it invisible to Google Despite having a prime high street location, they were nowhere to be seen in local searches Their competitors were actually ranking for their brand name (ouch!) No proper tracking was in place, so previous agencies could hide their lack of results By implementing clear, weekly updates and focusing on quick wins first, we helped them see substantial improvements within three months. Today, they're getting 40% of new patient bookings through their improved online presence. Your action plan for winning over the skeptics Ready to rescue some SEO-burnt businesses? Here's how to start: Create a straightforward audit process that cuts through the confusion Develop simple guides that help business owners understand what you're actually doing Offer flexible contracts that don't feel like a trap Use clear, jargon-free reporting that actually means something Focus on delivering some quick wins to build momentum Remember, winning these clients isn't just about new business—it's about showing them that effective, ethical SEO actually exists! The silver lining of working with the skeptics Here's the thing—SMBs who've had terrible SEO experiences often become your most loyal clients when you finally deliver what others couldn't. By understanding their concerns, being refreshingly transparent, and actually getting results, you're not just winning new business—you're helping repair the reputation of an industry that's let too many small businesses down. More importantly, you're helping local businesses that are the heart of our communities reach the customers they deserve through honest, effective digital marketing. And that's something worth getting out of bed for. Ready to stop guessing which keywords actually matter? Our new Keyword Research tool takes the headache out of SEO planning for your clients. No more cobbling together data from multiple platforms or trying to explain complex metrics to skeptical SMBs. Say goodbye to keyword confusion and hello to: Instant keyword suggestions tailored to your client's industry Easy-to-understand difficulty scores and search volumes Built-in local search insights that show real competitive gaps Simple reporting that actually makes sense to small business owners The best part? It's already included in your Insites subscription at no extra cost. Book a quick demo today to see how our Keyword Research tool can help you win over even the most SEO-traumatised clients with data they can actually understand.
A close-up of a computer screen showing keyword planner on it.
by Coral Wood 15 May 2025
Empower your digital marketing sales team with Insites Keyword Planner. Convert more SMB prospects with instant, AI-powered keyword suggestions that build confidence, save time, and demonstrate clear ROI. No SEO expertise required.
A person is holding a magnifying glass over a map on a laptop.
by Coral Wood 15 May 2025
For enterprise sales teams looking to boost conversion rates, local keyword data offers that perfect sweet spot between scalability and personalisation. It lets you quickly qualify leads, create targeted proposals, and demonstrate compelling value without having to spend ages researching each prospect manually.
A hand is holding a magnifying glass over a laptop screen that says keyword.
by Coral Wood 7 May 2025
Small business owners often view keyword research as an optional extra or a luxury they can't afford. As a digital marketing provider, you know the truth is quite the opposite - poor keyword research can silently drain their resources while delivering underwhelming results. Let's explore how to effectively communicate these hidden costs to your SMB clients in language they'll understand. The invisible drain on marketing budgets When speaking with small business owners, it's crucial to frame keyword research as an investment rather than an expense. Without proper research, your clients are essentially throwing money into digital marketing efforts that may never reach their intended audience. For instance, a local plumber targeting generic terms like "plumbing services" instead of location-specific phrases such as "emergency plumber in Southampton" is competing unnecessarily with national brands and services far outside their coverage area. This means higher costs per click, lower conversion rates, and marketing spend that delivers minimal return. Time wasted on creating the wrong content Another hidden cost that resonates with busy small business owners is time wastage. Without strategic keyword research, businesses often produce content that simply doesn't align with what their potential customers are actually searching for. Explain to your clients how creating blog posts, service pages or social content without keyword insights is like opening a shop without researching what products the local community wants to buy. They might be investing hours creating content about boiler maintenance when their potential customers are frantically searching for "emergency pipe repair near me." Lost opportunities to competitors Perhaps the most compelling hidden cost is the competitive disadvantage. While your SMB clients hesitate on keyword research, their competitors may be capturing valuable search visibility.` Show your clients real examples of local competitors ranking well for lucrative keywords they could be targeting. This concrete demonstration of missed opportunities often resonates more effectively than theoretical discussions about SEO principles. Diminished trust and authority Small businesses rely heavily on reputation and trust. Without strategic keyword targeting, they miss opportunities to establish themselves as local authorities in their field. Explain how properly researched content that answers specific customer questions positions them as experts. Without this research foundation, they're missing chances to be the business that appears when a potential customer searches "how to choose the right accountant for my small business" or "best family dentist for nervous children." Making the case for proper keyword research When presenting solutions, focus on these practical benefits: More efficient marketing spend : Target customers who are actually looking for their specific services in their specific location. Better conversion rates : Attract visitors with actual purchase intent rather than casual browsers. Strategic content development : Stop guessing what content to create and start knowing exactly what your customers want to learn. Measurable results : Show how properly researched keywords provide clearer metrics for success. Start small and demonstrate value For SMBs unconvinced about keyword research, suggest starting with a focused pilot project. Choose one service area or product line and perform proper keyword research for just this segment. Track the results carefully and use this as evidence for expanding your research to other areas of the business. This approach allows sceptical clients to see real-world benefits without committing to a comprehensive strategy upfront. Once they witness the improved performance, the hidden costs of poor research become much more tangible. Translation before selling Communicating the hidden costs of poor keyword research isn't about technical jargon or intimidating statistics. It's about translating SEO principles into business language that resonates with small business owners' practical concerns: wasted money, wasted time, missed opportunities, and diminished market position. By framing keyword research as a crucial investment rather than an optional expense, you help your SMB clients understand why cutting corners here ultimately costs them more in the long run. Want to help your SMB clients avoid the hidden costs of poor keyword research? Discover the power of Insites Keyword Intelligence , part of the Insites for Sales solution. Book a discovery call today to learn more about our tools for digital marketing providers.
A woman is typing on a laptop computer.
by Izzy Fletcher 1 May 2025
Discover 7 proven strategies to improve your digital marketing company's AI visibility and get cited in ChatGPT, Claude, and other AI tools. Learn how to position your brand as an authoritative source for SMB digital solutions.
A group of people are sitting around a table talking to each other.
by Izzy Fletcher 23 April 2025
New research reveals that top Google performers aren't always winning in AI tools like ChatGPT. Discover how your digital marketing agency can leverage both SEO and AEO strategies to deliver greater value to SMB clients and stay ahead of competitors. Includes practical implementation tips and industry-specific insights.
A person is holding a button with the number 63 on it
by Izzy Fletcher 15 April 2025
Google now shows landing page screenshots in Demand Gen ads. Learn how digital marketing agencies can turn this update into new revenue opportunities with Insites auditing tools.
A cartoon illustration of a robot with a smile on its face.
by Izzy Fletcher 8 April 2025
Learn how digital marketing agencies can navigate EU AI Act compliance while turning new regulations into a competitive advantage. Discover practical strategies for AI governance that help win more SMB clients despite compliance changes.
Show More