Time to Rethink BANT
Need—Respondents will be passed to the sales team when they have expressed interest or taken action to find out more about the problems your products solve. This means they've expressed an interest in knowing more about how your company solves their problems, or they want to learn about a given solution to help them stay up with industry trends and product developments, because as a professional, they might never know when they need to buy a product your company sells.
Readiness—Respondents will be passed to the sales team when they've indicated a current interest in learning more about your solutions or in speaking with the salesperson about solving problems your product addresses.
Preferences—Respondents will be passed to the sales team once you've asked how they want to be contacted in the future. What is their preferred contact method, and what type of information would they like to receive from you in the future?
You might notice, none of these statements include the typical, "what is their budget," and "when do they plan to buy" statements. That's because under the APNRP methodology, it's understood that sales will do the job of discovering the answers to these questions. But, it's marketing's job to avoid wasting sales' time by having them speak only to potential best customers.
The lead qualification questions listed above are based on the APNRP evaluation method. Use them to stop the sales team's disappointment in your lead generation campaign results.
Change to Grow
If direct marketers adopt the APNRP method, the expectations of campaign results will change, disappointment will be reduced, and the sales team will have greater acceptance of inquiries from lead generation campaigns. The APNRP methodology allows sales to have a better understanding of the "leads" that result from a direct marketing campaign.
B-to-B direct marketers create campaigns to generate sales inquiries, not purchase orders. It's the direct marketer's job to identify and help start a sales relationship. It's the job of sales to advance a prospect and eventually close the sale.