Sales Battlecards explained: The secrets to win more sales over your competitors.

In sales, every advantage matters, and battlecards can give you that advantage. Also called one-pagers, sales battlecards are single-page documents that provide your sales and client service teams the information they need to win deals that would otherwise go to your competitors. This post will show you what they are and how to create your own battlecards.

TDLR:

• Sales battlecards can give your team a competitive advantage as part of your sales enablement.
• Be sure to have your battlecard show value to your team and clients with your unique selling proposition.

What Is A Sales Battlecard?

Your sales battlecard, used as part of sales enablement, is a one-page document that can be physical or hosted in your sales playbook, which provides your sales and client service teams tactics and information that can be used to show competitive advantages and differentiation from other companies, allowing you to win the sale.

Specifically, sales battle cards help your teams:

• Understand your unique selling value as compared to your competition.
• Position your products against the offerings of your competitors.
• Illustrate and show sales arguments that can counter objections.

What Information Should Be on Your Sales Battlecard?

Competitive Positioning: Your leads and sales team must understand where your product and service are positioned in the overall market.

Competitor Overview: Identify your main competitors, list their strengths and weaknesses, then compare your product.

Objections and Responses: List all the current objections and responses so your sales team can quickly review each objection and overcome it.

Pricing Information: List the pricing and terms of the product or service. Keep up to date on any promotions or specials.

Key Talking Points: Your competitive advantages matter, but the way you point them out to your competition matters just as much, if not more. Be sure to list your points so that you can control the conversation.

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How Should You Use Sales Battlecards?

Remember to keep your sales battle cards easy to read with clear and concise language, keep them updated to reflect the latest market trends, and use them in conjunction with your other sales enablement tools. Here is how you should use your battlecards during:

Prospecting: Use your battlecard to discover weaknesses in your competitor’s product lineup and use your card to show customers how your product or service is superior.

Presentations: Train your new reps or existing sales and client services team members on new or existing products and have them refer to the battlecard while role-playing.

Training: List all the current objections and responses so your sales team can quickly review each objection and overcome it.

Effective use of sales battlecards can give sales teams a competitive edge in winning deals.

How to create an effective sales battlecard in 8 easy steps.

Identify your competitors: We all have competition. Identify your closest competitors and list their strengths and weaknesses. Address how your company can provide advantages.

List your product information: You need to have your team clearly articulate every advantage your product has, so use a section of your card to list the top 5-10 benefits/features.

List product information of your competition: Your clients likely have done a lot of research on your competition, so assume they know more than you do, but give a list of your competitor’s product information to find out where they aren’t providing a solution to your customer.

Address objections: Based on previous conversations or roleplay, formulate a list of objections and how your team can address them coherently and quickly.

Use sales language: Guide the conversation, deliver the correct closing questions, and use your position as a trusted advisor to close the sale and deliver the right solution.

Identify your unique value: Clients' needs vary widely, even for the same product and service. Ensure you deliver the solution your client truly needs and demonstrate your product’s unique value.

Be dynamic and changing: Markets change quickly, technology advances and times of the year can influence pricing. Your battlecard must be constantly updated.

Set the goal: As you start writing your battlecards, remember your end goal. How much more do you want to sell? How much should you reduce your sales cycle, etc?

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In closing:

It's important to remember that sales battlecards are never finished; they should be updated regularly to reflect changes in the marketplace. By following the steps in this post you can ensure your battlecards are providing your sales team with the information and insights they need to win more deals and stay ahead of your competition.