Competitive Intelligence Blog

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7 Sections to Include in Your Sales Battlecards

Battlecards are one of the most powerful tools you can give a sales team. They transform large amounts of competitive intelligence information into a unified, easy-to-navigate format that supports and empowers your salespeople. If you’re ready to start building out your new battlecards, here are seven important sections to cover:

  1. Background: It may seem obvious, but providing a short summary of a competitor’s history and competitive products or services will save your sales team from having to scramble for basic information when a competitor is mentioned.
  2. Key features: Building on the information in your background card, key features should flesh out the specifics of your competitor’s offering. It should include any highlights or services that differentiate the competitor, in order to give your sales team a better understanding of what the competition is pitching.
  3. Quick dismiss: The quick dismiss card is your go-to takedown of the competition. It gives your sales team a concise, immediate response when a competitor’s name comes up, explaining why your company is the better choice in just a few short sentences.
  4. Landmines: Rather than directly attacking the competition, landmines prompt your potential customer to notice their underlying weaknesses. Often phrased as a question, the answer should always lead the customer to conclude that the competition’s product isn’t quite up to par. Landmines offer  quick, non-confrontational way for your sales team to highlight the competition’s flaws.
  5. Objection handling: To defend against competitors’ claims and attacks on your product, the objection handling card provides concise, specific rebuttals to common complaints or perceived weaknesses that your sales team will need to overcome.
  6. Pricing: Your sales team probably has a rough idea of what other companies are charging, but having an up-to-date price list can provide your team with valuable insights and leverage when customers are concerned about the bottom line.
  7. Key documents: Provide links to key documents related to your competition right inside the battlecard.  Key documents may include presentations, product brochures, RFPs, analyst reports and more, to help the team position their offering to win.