Glossary
What is the CHAMP sales framework?
CHAMP is a lead qualification framework that puts the buyer's problem first: Challenges, Authority, Money and Prioritization. It is a reordering of BANT for buyers who research before they talk to sales. Start with what is hard for them, then who decides, then how it is funded, then how it ranks against other work.
Published by Sellinger AI. Numbers and settings checked on 24 October 2026 against the fact register. Report an error.
What do the letters mean?
| Letter | Example question |
|---|---|
| Challenges | What is the hardest part of filling the pipeline this quarter? |
| Authority | Who else would be involved in changing how that works? |
| Money | Is this something you have budget for, or would it need a case? |
| Prioritization | Where does this sit against the other projects on your list? |
How is CHAMP different from BANT?
BANT starts with budget, which can end a conversation before the buyer has said what is wrong. CHAMP starts with challenges, which is the part buyers are most willing to talk about, and replaces timeline with prioritization, because a problem can be urgent and still lose to three others.
When should you use it?
How Sellinger handles it
The agent's first message asks about one challenge, and its rules decide what happens next: ask a follow up question, offer a call or hand over. A campaign can run in approval mode, where every message waits for a person to approve it, or send automatically. A person can take over any conversation, and the agent stops on its own when it cannot answer, for example a price it has no answer for.
Common questions
Is CHAMP better than BANT?
What does the P in CHAMP stand for?
Can I mix frameworks?
Sources and method
General sales practice. Sellinger behaviour from the fact register, checked 24 October 2026.
Related: BANT, MEDDIC, Lead qualification, Discovery call.
