BANT: Authority Conversation

Let’s now unpack the authority conversation of the BANT framework. Here, the main mistake sellers make is to approach this conversation with one goal: finding the decision-maker.

It is a mistaken approach because rarely is there one decision-maker. Most importantly, this conversation is not about mapping formal power (who approves), but it’s about mapping informal power (who influences).This is what makes the conversation difficult, and, at the same time, this is what requires you to be very skilled.

The formal decision-makers are those who sign the contract. Likely, in most B2B contexts, they are the CEO, CFO, VP of procurement, or others, depending on the kind of product you are selling.

Yet, in most situations, those who sign the contract just do what they are told by those they trust. So, the informal network of influence is what you need to investigate and understand. Sometimes, the informal influencers are the real gatekeepers.

Understand how far your entry point is from the key nodes of influence in the organizational network. How does the person you are talking to communicate with those who exercise influence over the decision-making process? Which points will they use? Your entry point must become your champion to advance your conversation at layers of the organization you cannot directly reach. You need to equip your champion with the best possible arguments. In a way, you both trying to sell to your contact points and you are trying to mentor and train them for them to push your product ahead inside the organization. Selling is tough and so fascinating at the same time.

Then, of course, there is the argument on the buying committee. In some cases, there might not be a single person you interact with, but a whole committee. Here, you need to become skilled at reading the room. Who controls the power, who has the influence, who follows whom, and who ultimately decides.

Selling is about reading power and influence dynamics in the buyer organization.

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