Competitive Battlecards 101: Landmines to Lay Battlecard Template

This is the eleventh installment in our Competitive Battlecard 101 series and this week we’re featuring the Landmines to Lay Battlecard.

If you want to go through the previous sales battlecards we’ve built to date, you can find a running log of sales battlecard articles here.

competitive battlecards

What’s the Purpose of a Landmine

When a competitor is brought up in a deal, one of the first things you will want to do is deposition them.  A common approach that a salesperson will use to do this is known as “laying a landmine”.

A landmine is used to fully expose a competitor’s weaknesses, so the prospect now has to make a decision between a deficient product (aka your competitor’s) and a more complete product.

Typically, the battlecard will consist of a list of landmines in the form of questions or statements. Then, a rep can click on the highlighted text to see a deeper explanation of why the question is being asked.

The purpose of these questions and statements is not to explicitly call out the competitor, but to provide the prospect with the information necessary to confirm that this is a weakness.

Questions to ask

Looking for more tips and templates for your battlecards? Check out our Competitive Sales Battlecard 101 guide here.

How to Build a Landmines to Lay Sales Battlecard

The Landmines to Lay competitive battlecard can be set up in multiple different ways depending on what kind of information you have on the competitor. We’ll focus on two formats for this post:

The first format starts with a provoking question that exposes a competitor’s weakness.  We’ve seen the more experienced teams add a “Why We Ask” explanation to provide context.

For Example:

Question: What are your expectations for response time with general support requests?

Why We Ask: We know that snowflake is only accountable to users who pay for specific add-ons. As opposed to your company’s product that offers the same kind of general support SLA across all pricing tiers. What’s more, their legalese definition of severity could stoke concern with your prospect.

Building a Landmine Card Using a Power Statement

The second way to set up a Landmines to Lay battlecard is to start with a power statement and then follow it up with a link to further explanation.

The purpose of the power statement is to quickly set your competitor up for failure, by helping your prospect form their own negative opinion about this competitor.

After all, laying a landmine isn’t about starting a war with your competitor, but rather having your prospect come to their own conclusion about their weaknesses.

sales battlecard example


Statement: Having a tightly integrated cloud ecosystem is essential to good data management.

Explanation: We have our own native public cloud data warehouse solution. This allows for more seamless integrations. Snowflake on the other hand uses public clouds.

Final Tips & Tricks

There is no set-in-stone optimal time to lay your landmine, as every sales call will have a variety of nuances that will change the course of the conversation.

However, if a competitor is in a deal, you can bet they have set a landmine for you…don’t wait too long or you’ll find that you’re the one on the outside of the discussion trying to find your way back in.

Attack and Defence Sales Battlecard Template Library

Want more sale battlecard strategies? Check out all of the attack and defence-specific sales battlecards in our library to-date.

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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