Gain an edge over your competitors with Battle Card for Sales Enablement
With the help of a Sales Battle Card, your sales staff may evaluate the features, value proposition, pricing, and other aspects of your competitors’ products more quickly and effectively.
Overview
Battle Card is a sales enablement asset that delivers brief, digestible competitive knowledge – knowledge that your sales team needs to win deals against specific competitors. It helps your sales team differentiate, provide value and effectively counter competitive claims with up-to-date intelligence.
Battle Cards stand out as the best option for Product and Sales Managers looking for a strong tool to equip their teams, giving them the advantage they need to flourish in their roles.
Key use-cases
ENABLES SALES TEAM TO STAY UPDATED WITH COMPETITOR
Sales Team will have an access to competitive information that includes new features the competition has rolled out and how they stack up against your brand’s offerings keeping sales ready, even on calls when a customer counters with a competitor’s value proposition.
ENSURE PREPAREDNESS AGAINST COMPETITORS
It provides key insights on how the particular competitor or a set of competitors are performing. Granular information such as strategy, GTM, key features, strengths, weaknesses, and others are incorporated to establish a holistic and clear picture of competition.
DETERMINE COMPETITIVE PRICING OF A PRODUCT / SERVICE
Pricing is a major factor in any large buying decision. It helps you understand how your competitors have priced their products. This provides you with a quick sense of the price range and the ideal position for your product.
CREATE BETTER PITCHES AGAINST COMPETITORS
The sales team can concentrate on pitching instead of researching since battle card constitute all the required information in one location. Battle card is a great tool for discovering not just what your company offers, but also what competitors are offering.
Battle Card Template
- Landmines: Competitive Battle Cards brings forward a list of landmines exposing a competitor’s weaknesses. Be ready to landmine the competitors’ products’ or services’ weaknesses handy to let your prospects choose you over your competitors.
- Objection Handling: Objection handling is a crucial part of competitive battle cards as it provides sales and customer service teams with resources/intel in the form of ready-made responses to common objections raised by customers or prospects during the sales process.
- Why We Win analysis: Another crucial component of the battle card is it provides insights into how your company’s products or services win deals and beat the competition.
- Why We Lose analysis: In a similar fashion to ‘Why We Win’, ‘Why We Lose’ brings forward the weak points of your company against the competitors. This helps you prepare strong defense against those pointers ensuring readiness for worst-case scenarios during the pitch.
(Above is a sample template, illustrated to be used by Snowflake competing with Databricks)
Methodology and Steps
Battle card is a quick reference guide pushed in your CRM solution or kept handy, and is prepared by diving deep into your competitor’s sales pitches, collaterals, discussions, and operations. This brings out critical insights by following the below steps:
STEP 1
PRODUCT FEATURES COMPARISON
STEP 2
PRODUCT/SERVICE POSITIONING
STEP 3
STRENGTH/WEAKNESS ANALYSIS
Target company and its competitors’ key product offerings are assessed to educate the sales team about the product they’re selling, and further highlight any gap in capabilities.
A key component of competitive battle cards is establishing an understanding of how the company and its competitor position themselves in the market giving a clearer picture of their approach and the audience they are targeting.
Battle card deeply assesses your company/product’s strengths and weaknesses in comparison to competitors. This helps in developing strong ‘Why We Win’ and ‘Why We Lose’ parts of the battle card.
Customer Feedback / Testimonials
The effective analysis helped us in understanding our competitor’s prowess and next move, helping us make an intelligent decision
High-quality service delivered with impactful actionable insights
Insightful battle cards delivered with comprehensive coverage were quite instrumental in our sales enablement initiatives