The constant battle with your competition in the B2B sales arena can often feel like a high-stakes game of chess. Game-winning moves often depend on the real-time information you have about the competition. Mastering the art of preparing and using competitive battlecards can provide your sales team with the strategic edge they need to outwit the competition, close deals, and promote overall growth.
Essentially, a competitive battlecard is a document designed to arm sales teams with relevant, concise, and actionable insights about the competition. The information is meant to be easily consumable and designed to be used in high-pressure sales situations. Battlecards often include details such as competitors' market positioning, value propositions, pricing strategies, weaknesses, and strengths.
Without a strategic understanding of competitors, sales teams are ill-prepared to contrast and position their solution effectively — perhaps glossing over a unique value proposition or blind-sided by a competitor's strategy. By using succinct, insightful, and real-time battlecards, sales representatives can effectively:
A battlecard is more than just collecting and dumping information on one page. It should be crafted in a manner that aids your sales team when they need it the most. And, while there's no one-size-fits-all template, an effective battlecard usually consists of:
For any battlecard to be effective, ensure the content is concise, current, and sales rep-friendly. It should be a live document, consistently updated with fresh insights.
Creating a competitive battlecard is not a one-time project but a vibrant, evolving process. Here are some steps to get started.
As vital as battlecards are to the sales function, creating and maintaining them can be a cumbersome process. Factor in the need for continuous updates to match the dynamic market landscape, and managing battlecards can soon become a draining task.
This is where platforms like Aomni can make a massive difference. Aomni’s AI platform offers real-time account research and actionable competitive insights, effectively doing the heavy lifting for you. Integrating Aomni into your sales operations can overhaul your battlecard creation process, making it more efficient and robust with data-rich insights.
In the end, competitive battlecards are a potent strategic tool that can enhance your deal-closing efficiency, giving your sales team the cutting edge it needs. By understanding, structuring, and continuously innovating your battlecards and leveraging tools like Aomni, you can propel your sales performance to new heights, winning new deals and retaining customers.