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Sales Battlecards

Competitive Battlecards 101: Key Points/Quick Dismiss Sales Battlecard

February 20, 2020 by Katie Berg

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Key Points or Quick Dismiss Battlecard 

Our Competitive Battlecard 101 series is back to feature the Key Points/Quick Dismiss competitive sales battlecard. This battlecard template will help your sales reps quickly crush any seeds of doubt a competitor has planted in the mind of a prospect. 

Key Points/Quick Dismiss Sales Battlecard Situation: 

A prospect is at the beginning of their search for a new solution. They have reached out to your sales rep asking to learn more. The rep eagerly gets on a call with the prospect and pitches them. Then the prospect says, “I am also looking at Competitor X. How do you compare?”

Does the rep panic? Stumble? Or start going off on a diatribe extolling the differences feature-by-feature? 

No. They calmly refer to the Key Points/Quick Dismiss Sales Battlecard. They scan the information and reply to the prospect with a brief answer that dissuades any further comparison. 

What is the Key Points/Quick Dismiss Sales Battlecard?

The Key Points or Quick Dismiss sales battlecard is the story of a competitor rolled up into one succinct card. It contains a high-level summary of the competitor followed by three key insights about the company as it relates to yours. These key insights are short statements that help your salespeople convey to a prospect that you are the stronger choice. 

The card should provide only the most vital information about a competitor. Because sales reps often only have a few minutes — sometimes seconds — the statements should be scannable and easy to digest. 

When to Use the Key Points/Quick Dismiss Sales Battlecard

Once a competitor has been identified in a deal (see the How to Spot a Competitor Battlecard template), the sales rep needs a Quick Dismiss. It’s designed for on-the-spot use to swiftly knock a competitor out of a deal or at least to color the lens from which the prospect sees them moving forward. 

It helps the reps frame where the competitor is weak and you’re strong and vice versa. As the one building the information, you need to know what’s worked in the past, and what hasn’t. Why do you win? And why do you lose? These are tough questions; you may not have the answers for every situation. But, when you get it right, this will shut down all further conversation about your competitor.

Why is the Key Points/Quick Dismiss Sales Battlecard Important?

The Key Points/Quick Dismiss card answers the question, “How do you compare to Competitor X?”  Explaining how you’re different is your first opportunity to position or reposition your competition. 

For example, recently here at Klue, a prospect asked one of our newer sales reps about a competitor that we don’t normally see. The rep quickly scanned the Quick Dismiss Battlecard. Then she was able to tell the prospect confidently that this is not a company that we usually compete against. Without saying anything negative about the competitor, the message came through that they were not worth considering. The sales rep and prospect moved forward with the conversation and never looked back. 

Building the Quick Dismiss/Key Points Sales Battlecard

The process of putting together a standout Key Points/Quick Dismiss competitive sales battlecard is relatively straightforward. However, it does require that you’ve done some initial background research too and probably already have some preliminary battlecards built. 

Key Points/Quick Dismiss Template

View our complete library of battlecard templates here. 

Step 1 – Identify your competitors

The first step is to identify which competitor(s) you need to create competitive content for. These competitors can be tier one, two, or three companies that your sales reps are likely to encounter and for which they need data.

Step 2 – Research your identified competitors

The Key Points/Quick Dismiss battlecard framework is similar to other competitive battlecards in our library. So, if you’ve already done preliminary research, or created a Why We Win & Lose sales battlecard, your analysis is nearly complete. 

Competitive Battlecard Library

If not, here is the basic information you will need to gather before you start constructing the battlecard. 

  • Reasons your company wins against Competitor x (provide examples/stories on your strengths)
  • Reasons your company loses against Competitor x (provide examples/stories on your competitor strengths) 
  • A brief summary of the company

Examples are key to emphasize how your product or service trumps the competition. We recommend using real-life customer stories when possible to provide validity to your claims. 

Step 3 – Start building your battlecards

Once the research stage is complete it’s time to start creating a short, snappy competitive sales battlecard, with valuable information that your sales reps can digest in seconds. 

Key Points/Quick Dismiss Battlecard Tips:

  • Write from the salespersons’ point of view. Reps may have to read verbatim if they are in the middle of a call and there is no time to put it in their own words.  
  • The Summary part of this battlecard could come from your Company Overview battlecard because they both provide generalized intel on a competitor. 
  • Summarize unfavorable customer reviews about your competitor and explain why this point is important to the prospect. Then link to the actual review as proof. 
  • Get feedback from your sales team once the battlecard has been used. If it is not resonating with them, find out how to improve your content and tweak it. 

Competitive Sales Battlecard Library

If you’re looking for more competitive sales battlecard strategies, the Quick Dismiss/Key Points is part of our Competitive Battlecard 101 series. Get up-to-speed on building battlecards by subscribing to the series to get our go-to battlecard templates sent straight to your inbox. This running library will cover all the battlecard templates we’ve built to date, which will help you build your own arsenal of competitive content.

 

Competitive Battlecard 101 - Klue

Competitive Sales Battlecard Library

If you are looking for more competitive sales battlecard strategies subscribe to our Competitive Battlecard 101 series, or check out our complete library of past battlecard templates here. 

 

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