We’re in week eleven of our Competitive Battlecard 101 series and this week we’re featuring the Landmines to Lay Battlecard.
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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 competitors) and a more complete product.
Typically, the battlecard will consist of a list of landmines in the form of questions or statements. The purpose of these questions and statements are not to explicitly call out the competitor, but to provide the prospect with the information necessary to confirm that this is a weakness.
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 ask this” explanation below the question to provide context.
Question: How important is it that your site is always up and running? Does downtime have a financial impact on your organization?
Why ask this? Competitor X has had 2 outages in the past year which have resulted in their customer sites going down for 4 hours each. (add links to the articles documenting the outages). We haven’t seen anything in more recent releases that suggest they have fully resolved the issues. We have had zero outages since we started and make that a focus during all of our releases/launches.
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 “why this is important” explanation. The purpose of the power statement is to quickly set your competitor up for failure, by helping your prospect craft 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.
Statement: Data accuracy and freshness is critical to good analysis, especially in this industry.
Why this is important: Competitor X has minimal integrations with key data sources, and other customers who have switched from them to us have said the integrations are slow and buggy. We have more native integrations with key data sources and have a professional services team who will work with you to get you up and running.
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 your the one on the outside of the discussion trying to find your way back in.
Attack and Defense Sales Battlecard Template Library
Want more sale battlecard strategies? Check out all of the attack and defense-specific sales battlecards in our library to-date.
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If you’ve come this far and you’re still looking for more on battlecards, download our Product Marketers Guide to Creating Battlecards That Win.