What is ANUM Lead Qualification Framework?

Published On:
June 20, 2023
Updated On:
June 6, 2023


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In today's highly competitive era, the importance of effective lead qualification cannot be overstated for businesses looking to optimize their sales team's capability. The ANUM lead qualification framework evaluates and prioritizes leads based on key factors like Authority, Need, Urgency, and Money. 

The ANUM sales qualification framework was developed by Ken Krogue by reordering the BANT framework principles, prioritizing Authority over Budget (or funds for services or products). By implementing the ANUM lead qualification framework, sales professionals can sleek their sales processes and improve conversion rates.

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Various Principles of ANUM Framework 

Various Lead qualification methodologies have evolved, and one particularly well-known framework is the ANUM framework.

Authority as the 1st Principle 

Investing time and energy in pitching to a new lead can be a significant effort, and it can be disheartening to realize that you have targeted the wrong person with your pitch. Knowing who the decision-maker is while selling a product or service is very important. 

The various lead qualification questions to identify the appropriate person as per the ANUM sales qualification framework

  • Can you please explain to me the organizational structure of your company?
  • How does your company typically make purchasing decisions, especially for products or services similar to ours?
  • Who would be the most appropriate person to discuss how our product or service can bring value to your business?

Need as 2nd Principle. 

Once the decision-maker is identified, checking their needs for the specific product or service becomes crucial. When delivering your sales pitch, it is essential to directly address the specific challenges your prospect faces. Offering solutions catering to their unique needs will have a much stronger impact than a generic approach.

The various lead qualification questions to identify per the ANUM sales qualification framework for checking the need are -

  • What is the most significant problem that you are currently facing?
  • How long have you been facing this challenge, and has it been a continuous one?
  • Could you provide an overview of your current process related to this issue?

Urgency as 3rd Principle

Some lead qualification frameworks like BANT refer to this stage as Timing or Prioritization, while the ANUM framework states it as Urgency. It is very important to check how critical it is for the prospect to solve their problem or fulfil their needs. Understanding the Urgency helps you prioritize your sales efforts and allocate resources effectively.

The various lead qualification questions per the ANUM sales qualification framework for checking the need are -

  • How important is it for you to address and resolve this issue?
  • What is your desired timeframe for resolving this matter?
  • How does this issue prioritize compared to other departmental/company priorities?

Also, check how Delhivery experienced significant improvements in its campaign success by utilizing SquadStack's fully managed Telecalling services. 

Money as 4th Principle

While financial considerations are important, the ANUM framework places the Money stage after Authority, Need, and Urgency. By establishing the lead's budget and financial constraints, sales reps can align their solution with its financial capabilities. Building rapport and trust with the lead before discussing financial aspects increases the chances of a successful negotiation.

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What is the ANUM lead qualification framework?

The ANUM lead qualification framework is a sales framework that helps businesses to qualify leads based Authority, Need, Urgency, and Money.

How does the ANUM framework differ from other lead qualification frameworks?

The ANUM framework differs from other frameworks by placing a strong emphasis on prioritizing Authority over other factors such as Budget or Challenges.

Who developed the ANUM lead qualification framework?

The ANUM lead qualification framework was developed by Ken Krogue. He developed the ANUM framework so that it can help businesses by providing a structured approach to lead qualification.

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