How to use the NFAT funnel to close more sales
B2B prospecting is a process that requires strategy and precision. It's not just about generating contacts; it's about identifying the right prospects at the right time. One of the most effective methodologies to achieve this is the NFAT funnel, a strategy that helps qualify leads in a structured way and increase conversions.
What is the NFAT Funnel?
NFAT is a prospect qualification model based on four key criteria:
- Need: Does the prospect really need your product or service?
- Fit: Is it an ideal customer for your company?
- Authority: Does the prospect have decision-making power or influence on the purchase?
- Time: Is it the right time for the prospect to buy?
This approach optimizes sales efforts, ensuring the sales team invests time in opportunities with the highest likelihood of conversion.
How to Apply the NFAT Funnel in B2B Prospecting
1. Identify the Prospect’s Need (Need)
Not all contacts that come into a company actually need what’s offered. The key is to ask the right questions and analyze whether the problem they’re facing aligns with the solution you provide.
➡ Key tool: Surveys, pre-meeting forms, or LinkedIn interactions to understand their challenges.
2. Determine if They Are an Ideal Customer (Fit)
It’s not enough for a prospect to need your service; they must also fit your ideal customer profile. Factors like industry, company size, location, or corporate culture can be crucial for establishing an effective business relationship.
➡ Key tool: Using segmented databases and LinkedIn Sales Navigator to filter high-potential companies.
3. Verify Decision-Making Authority (Authority)
Contacting a company doesn’t guarantee you’re speaking to the right person. It’s essential to identify if the prospect has decision-making power or can influence the purchase.
➡ Key tool: LinkedIn and strategic networking to access decision-makers.
4. Evaluate the Prospect’s Timing (Time)
Even if a prospect meets the first three criteria, if they are not in the right moment to buy, conversion will be difficult. Determining the "when" can make the difference between a closed sale and a missed opportunity.
➡ Key tool: Strategic follow-ups with valuable content to keep their interest until the right time arrives.
Benefits of the NFAT Funnel in B2B Sales
- Optimizes the sales team’s time by focusing efforts on prospects with the highest potential.
- Increases conversion rates by ensuring that only leads with real buying intent are contacted.
- Improves alignment between marketing and sales, reducing efforts on unqualified contacts.
NFAT in Action with Arkad
At Arkad, we apply this methodology to help B2B companies connect with high-value prospects. Through customized strategies on LinkedIn and ABM, we filter and reach out to potential clients, ensuring that each interaction serves a real purpose.
