Choosing the right Sales qualification methodology

February 19, 2023
Karthikeyan Krishnamurthy
Lazy Sales Reps is a myth

As with most things in life, when it comes to sales qualification methodologies, there are quite a few options to choose from like BANT, MEDDIC, MEDDPICC, SPIN, CHAMP, ANUM and more. As a Sales leader, you might be pondering about which one to use and why. Most material you read on this subject focuses on explaining the methodologies in detail but doesn't answer the most important question - “Which one suits me best?”

Rather than pouring through tons of info, let’s cut to the chase and find out which qualification method suits you best.

Here are the basic inputs you need to make the choice of qualification methodology

Sales Qualification Methodology

  1. Is the market established for your product/service? - Established market vs. product need is yet to be established
  2. What type of companies are you selling to? - SMB, Mid-market, Enterprise
  3. What is the maturity of your sales processes? - Low vs. growth stage vs. very mature
  4. How long is your typical Sales cycle? - < 1 month, 1-5 months, >5 months

Here are the most often used qualification process for the combinations above - 

Market Customer Segment Sales process Maturity Sales Cycle Ideal Qualification Process
Established SMB Low < 1 month BANT
Established Mid-market / Enterprise Any 1-5 month / > 5 months MEDDIC / MEDDPICC
Established SMB / Mid-market Growth stage / Very Mature Any MEDDIC
Not Established Mid-market / Enterprise Any Any CHAMP
Not Established SMB Any Any ANUM

Work as imagined vs work as executed

Ultimately a good sales process is one that your team can follow consistently (with good results). So as a thumb rule the simpler the process, the likelier that your team will follow it. Also these processes are not magic bullets and take time to show results

Keep tweaking

A good way to see if your sales qualification process works is to measure Process adherence. A good way to do this is to monitor CRM data reports on a regular basis. Also, feedback from the SDRs/AEs is critical.

One way to make it super simple for your reps to maintain CRM data hygiene is to use a tool like Luru.

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