Identify and Qualify Decision-Makers With ANUM

Qualification is a critical stage of the sales process.

If qualification fails, sales reps spend a lot of time on the wrong leads, which can lead to lost time, lower win rates, and, in the worst case, missed sales targets. So, the key to successful selling is spending time with the right prospects - those who have the authority to make decisions and urgent needs to address. The ANUM framework provides a straightforward approach to qualifying leads efficiently and effectively, focusing on their role in the decision-making process.

Using ANUM, sellers can quickly qualify prospects by focusing on decision-making authority - one of the key factors in moving opportunities forward. The ANUM framework is particularly effective for initial qualification calls and early-stage conversations.

ANUM's strength lies in its simplicity and focus on quickly identifying qualified leads. ANUM focuses on the person at the other end, whether he or she has the power to buy it and whether there is an urgent need to fix it. By prioritising authority and urgency, sales teams can focus on prospects likely to convert rapidly, leading to shorter sales cycles and higher win rates.

Just a word of warning: before the sales reps jump in to qualify the lead (person), it is wise to look at the company they represent. Even though the lead might hold all the power to decide and the need is more urgent than ever, it does not mean that a deal can be made. For example, a start-up CEO might desperately need computing capacity to build their AI model. That still does not mean that the company is in a position to invest in your state-of-the-art systems with a notable price tag.

The Components of the ANUM Framework

Authority: Who has the power to make purchasing decisions?

Example questions to ask:

• Are you the best person to speak with regarding this topic?
• What is your role in the decision-making process?
• Who else in your organisation needs to be involved in the decision-making process for this kind of purchase?
• What is your role in evaluating and selecting solutions?
• Can you walk me through your typical purchasing process?

Need: What specific challenges or problems need to be solved?

Example questions to ask:

• What specific problems are you trying to address?
• How is this challenge impacting your business?
• What solutions have you tried before?
• What would an ideal solution look like?
• How are you handling this situation currently?

Urgency: How pressing is the need to solve this problem?

Example questions to ask:

• What is your timeline for implementing a solution?
• How urgent is it to address these challenges?
• Are there any upcoming events or deadlines driving your timeline?
• How high of a priority is solving this challenge?
• What could change your priorities in the coming months?

Money: Is there a budget available for the solution?

Example questions to ask:

• What budget have you allocated for this type of solution?
• What's your expected investment range for this solution?
• How does your budgeting process work?
• How much does your current solution cost to you?
• What ROI would you need to see to justify this investment?

What If the Lead Does Not Have Authority?

If your initial lead is not the (final) decision-maker, don't view it as a dead end. You simply must do more work, presuming the prospective company's needs match your offering. Use your moment with the initial lead to gather valuable intelligence and build rapport.

When approaching other people at the company, you should be equipped with:

• The company's internal workings, organisational structure, and decision-making process (Authority)
• Understanding of challenges and needs, including specific use cases and pain points (Need)
• When they are planning to implement a solution and how critical is the matter to them (Urgency)
• Knowledge of the current solution and expectations for forming a business case (Money)

Do note that a warm introduction from your initial lead can be super valuable. Use the information gathered to make your conversation with other decision-makers more relevant and impactful.