February 20, 2020 by Katie Berg
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.
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.
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.
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.
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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.
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.
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.
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.
If not, here is the basic information you will need to gather before you start constructing the battlecard.
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.
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.
If you’ve come this far and you’re still looking for more on battlecards, download our Competitive Sales Battlecards 101 Ebook.
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