Why Qualification Frameworks Fail Without Context

When used without context, qualification frameworks like BANT become rigid checklists that turn reps into robotic interrogators.

The Checklist Problem

A "checklist rep" misses the real conversation. They ask "do you have budget?" instead of helping the prospect build the business case needed to secure one.

A qualification framework should be a guide for curiosity, not a script for interrogation.

Framework as a Compass

Teach reps the "why" behind the questions. Don't just ask if they have a need; ask how that need impacts their day-to-day KPIs. Hire for judgment, not just instruction-following.

The Takeaway

Process is the foundation, not the ceiling. Build a strong methodology, but empower your reps with the freedom to build real human relationships on top of it.