Create Sales Battlecards

Published on November 15, 2023 by Sawyer Middeleer

Create Sales Battlecards

Navigating through the labyrinth of the modern sales domain can be a daunting task. With a highly competitive space teeming with similar products and services, sales representatives are tasked with not only piquing the interest of potential clients, but also convincingly steering them towards closing the deal. This is where an efficient sales tool called a Battlecard becomes indispensable.

Understanding, creating, and effectively utilizing battlecards can make the difference between an average sales team and an exceptional one. In this article, we’ll be delving into the details of sales battlecards: what they are, how they function, and how to create one that yields results.

Understanding Sales Battlecards

Sales Battlecards (or competitor battlecards) are tools used by sales reps to differentiate their product or service from competitors'. They're essentially cheat sheets that arm sales reps with knowledge to strategically position their product against competitors during sales conversations.

The core utility of battlecards is to allow sales teams to tackle sales objections and competitor landmines confidently, highlighting the unique selling points (USPs) of their offerings and demonstrating the superiority of those USPs over competitors.

The Anatomy of a Sales Battlecard

An effective sales battlecard contains several vital elements. Here's a rundown of the details you might include to create a battlecard that’s high on impact and usability:

Objectives: This section should articulate the purpose the battlecard serves. Some battlecards are crafted to compare features, some to deal with price objections, while others may be to equip your team against new entrant competitors.

Competitor Overview: This provides a snapshot of the competitor's business, products or services, unique value propositions, and key customers.

Comparative Analysis: This holds the crux of your battlecard. It's a precise and clear comparison of your product or service with that of a competitor, directly contrasting features, benefits, pricing, and more.

Objection Handling: A repository of common objections customers might have regarding your product or service, and how to effectively address them.

Success Stories: Real-world examples of how your offering outperformed a competitor solution. It can be a powerful convincer during sales discussions.

Creating Powerful Sales Battlecards

A well-structured and insightful sales battlecard can provide significant value for sales reps. Here's how to create one:

  1. Identify Competitors: The first step is shortlisting formidable competitors that you encounter frequently in deals. Based on this, you'll create individual battlecards tailored for each competitor.

  2. Understand Competitor Offering: It's crucial to gain an in-depth understanding of the competitor's product or service. This requires researching various elements, including functionality, pricing, customer support, and even the company’s history and philosophy.

  3. Identify Unique Selling Points (USP): Your USPs set you apart from the competition. Identify these areas where you outshine your competitors. It could be your technology, pricing, customer support, or even value-added services.

  4. Cultivate a Narrative: Facts and figures may be powerful, but nothing drives a point home like a compelling narrative. Your battlecard should not just be a list of why you’re superior, but also encode success stories, use cases, and potential scenarios where your product trumps the competition.

  5. Keep It Concise and User-Friendly: Remember, a battlecard is a tool the sales rep can quickly refer to during a sales pitch. Prioritize clarity over complexity- it must be easily digestible and contain key takeaways.

  6. Test, Improve, Repeat: A battlecard is not a static document. Regularly revisit, revise and update your battlecards based on feedback from the sales team, product updates, or changing competitive landscapes.

No sales battlecard is complete without real-time account research and insights - something that Aomni's AI platform is specifically designed to deliver. Using AI, Aomni can provide actionable competitive insights in minutes, making the process of creating comprehensive, effective sales battlecards less time consuming.

Wrapping Up

Sales battlecards are a potent armament that enhances any sales strategy. They provide your sales team with an edge during their pitches, and equip them with the knowledge to confidently respond to queries and objections.

Creating effective battlecards, however, requires time, consistency, and vigilance. By following the step-by-step process above, and with the aid of innovative AI tools, you can ensure your team always enters the battlefield armed with the best.

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