NEAT Framework
What is NEAT?
NEAT (Needs, Economic Impact, Access to Authority, Timeline) is a modern sales qualification framework developed in the mid-2010s by The Harris Consulting Group in collaboration with Sales Hacker. It was designed as a response to older methodologies like BANT, focusing on deeper needs and value rather than just surface-level criteria.
The framework is designed to work in a non-linear fashion, serving as a conversational guide rather than a strict sequence of questions. This flexibility allows sales professionals to adapt their approach based on the natural flow of the conversation while ensuring all key areas are covered.
History & Origin
NEAT was developed in the mid-2010s by The Harris Consulting Group in collaboration with Sales Hacker. Richard Harris, a well-known sales trainer, introduced NEAT as a response to what he saw as "older, stale" methodologies like BANT and its variant ANUM.
The framework quickly gained popularity through Sales Hacker's community as a more buyer-aligned alternative to BANT. It's now commonly referenced in modern sales organizations, particularly those adopting consultative or value-based selling approaches.
NEAT's development was driven by the need for a more modern qualification approach that better suited SaaS and complex sales environments, focusing on deeper needs and value rather than just surface-level criteria.
The NEAT Acronym Explained
N - Needs
Goes beyond surface "need" to uncover core business needs or pains. Key questions include:
- What outcome do you seek?
- What problem are you solving?
- Why does it matter?
- Who is impacted by this problem?
E - Economic Impact
Replaces budget with broader examination of value and ROI. Key questions include:
- What's the financial impact of solving this problem?
- How will it affect your bottom line?
- What's it worth to you?
- What are the opportunity costs?
A - Access to Authority
Focuses on how to get to decision-makers. Key questions include:
- Who else would be involved in this decision?
- How can we loop them in?
- Do you have the influence to champion this?
- What's the path to the economic buyer?
T - Timeline
Examines the time frame or compelling event. Key questions include:
- Why now and not later?
- What's the trigger for this decision?
- What's the deadline?
- What happens if we miss the timeline?
NEAT in Action: Real-World Example
Cloud Infrastructure Service Sales
| Component | Details | Sales Strategy |
|---|---|---|
| Needs | Systems frequently crashing under heavy load, causing downtime | Dig deeper into impact and root causes |
| Economic Impact | $50k per hour in lost revenue, $2M annual impact | Build ROI case and quantify value |
| Access to Authority | DevOps manager as champion, needs CTO and CFO buy-in | Plan demo for CTO, prepare ROI for CFO |
| Timeline | Must solve before Black Friday traffic spikes (4 months) | Accelerate sales process to meet deadline |
Strategic Approach:
With comprehensive NEAT qualification, the sales rep has identified a strong need with high economic impact, established a clear path to authority, and confirmed a compelling timeline. This well-qualified opportunity justifies focused pursuit with a clear strategy for engaging all stakeholders and demonstrating value.
Trade-Offs & Considerations
When to Use NEAT
NEAT is ideal for modern B2B sales teams, especially in tech/SaaS, that want a buyer-focused approach but still need a qualifying structure. It works particularly well for teams that prioritize solution selling and ROI discussions.
The framework is especially effective for complex sales where building a strong business case and demonstrating clear ROI are crucial. It's also well-suited for teams transitioning from BANT, as it can be seen as a natural evolution of the framework.
Summary
Key Takeaways
- NEAT was developed in the mid-2010s as a modern alternative to BANT, focusing on deeper needs and value.
- The framework evaluates four key criteria: Needs, Economic Impact, Access to Authority, and Timeline.
- NEAT is designed to work in a non-linear fashion, allowing for more natural sales conversations.
- The framework is particularly effective for complex sales where building a strong business case is crucial.
- While requiring more skill to execute effectively, NEAT can significantly improve the quality of deals in your pipeline.
By effectively implementing NEAT qualification, sales teams can focus on opportunities where there's a real need, clear value, a path to decision-makers, and a compelling timeline. This approach leads to more efficient sales processes and higher conversion rates.