ANUM is a lead qualification framework that prioritizes identifying decision makers first. By starting with Authority, sales professionals avoid wasting time with influencers and get directly to the person who can make purchasing decisions.
Authority
The most important criterion. Does the prospect have decision-making power? Can they sign contracts and approve purchases? Start here first.
Need
Does the decision maker have a genuine business problem that your solution solves? Focus on quantifiable pain points and business impact.
Urgency
Why does the prospect need to solve this problem now? What are the consequences of delay? Urgency drives faster decision-making.
Money
Does the prospect have budget or can they secure funding? Discuss after establishing value, urgency, and authority to make the decision.
Strengths
- ✓Prioritizes decision makers first
- ✓Reduces time waste on non-buyers
- ✓Perfect for transactional sales
- ✓Faster sales cycles
- ✓Higher conversion rates
- ✓Eliminates committee delays
- ✓Direct approach saves time
Limitations
- •Can seem too direct or aggressive
- •May miss committee-based decisions
- •Less effective for complex enterprise sales
- •Requires confident salespeople
- •May alienate influencers
- •Not suitable for relationship-based selling