In the fast-paced world of B2B sales, you need an arsenal of information at your disposal to counter competitive bids and win fresh business. One of the most powerful tools in your sales weaponry is the sales battlecard. Imagine these as condensed playbooks that empower your sales team with the intelligence and tactics they need to win deals.
Today, we'll explore how to construct effective sales battlecards, showcasing various examples for diverse scenarios. But remember, a battlecard is only as effective as the information it contains and the ability of your team to use them strategically.
Sales battlecards pack succinct, actionable information on key competitors and selling strategies to foster confidence amid sales meetings and drive results. They can be a game-changer, providing the intelligence and tactics your sales team needs for success across various stages in the sales funnel.
A variety of battlecards exist to suit diverse scenarios. Certain battlecards are especially beneficial for clearing hurdles across the sales process and ultimately closing deals. Let's explore several key examples:
1. Objection Handling Battlecard
Salespeople face myriad objections throughout the sales process. The Objection Handling Battlecard equips reps with intelligent responses to forthcoming customer objections. It should cover common objections like pricing, lack of specific features, change management, or confusion about the product's value proposition.
It should act like a living document, updated frequently with new resistance points your sales team encounters. Revisit this with your sales team bi-weekly or monthly to keep it relevant.
2. Competitive Landscape Battlecard
The Competitive Landscape Battlecard comes in handy when prospects consider rival products over yours. This Battlecard outlines key competitors, highlighting your company's unique selling propositions and why they should choose you over competition.
It should provide concise information on your competitors, like their strengths, weaknesses, markets, and product portfolios. It can also include insights on how to position your own product or solution against them effectively.
3. Product Feature Comparison Battlecard
Sometimes prospects need a clear, side-by-side comparison of your product features against competitors. The Product Comparison Battlecard conveniently provides this, showcasing the comparative product features, benefits, and capabilities.
This kind of Battlecard can also include unbiased reviews or case studies to provide more credentials for your product.
4. Decision-Maker Battlecard
Decision-makers are the doorkeepers for any sale. Therefore, knowing their challenges, motivations, KPIs, and role in the buying process are essential. The Decision-Maker Battlecard provides profiles of key decision makers in the targeted organization,
Note down valuable pieces of information like previous places of work, articles they've authored, their LinkedIn activity, and personal interests. This can help your sales team build rapport quicker and better personalize their communication.
5. Company Overview Battlecard
Understanding your company is a crucial aspect of the sales process. A Company Overview Battlecard holds important details about your company, its values, vision, product line, strengths, weaknesses, and market reputation.
It presents a bird's-eye-view of your organization and enables the sales team to present your company accordingly.
6. Product Value Battlecard
Connecting your product features to value for your potential customer is a powerful selling tool. The Product Value Battlecard can articulate what these benefits are and how they can solve the prospects' pain points.
It ties the product features to tangible benefits, leading to a clearer pathway for purchase agreement.
While the examples above are essential to varying degree depending on market dynamics, a few cardinal rules to follow when creating any sales Battlecard include:
Sales battlecards can also benefit from customer and user reviews or third-party analysis for validated comparison. It’s also important that you update these cards frequently based on market changes or new intel.
The hours required to keep these cards updated can get overwhelming, and outdated information can cost you deals. That’s where sales intelligence tools like Aomni come in to update these cards continuously without you lifting a finger.
Sales battlecards are integral weapons in the sales armory, previously time-consuming and frequently neglected tools. These cards can now be easily updated, contributed to, and utilized in a consistent ongoing fashion with platforms such as Aomni, ensuring your sales team is always battle-ready to close deals, outsmart competitions and deliver impressive results on your bottom line.