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Levelling up any competitive enablement program often starts with tapping into the minds of your internal teams and learning how you stack up against the competition.
One of the best methods for collecting this internal intel is by interviewing your sales team.
By learning from your sellers you will quickly be able to identify common competitive themes that can upgrade your compete program in a big way and help you further establish credibility with the sales team.
Especially for those new to the organization, product line, or role, this guide helps you:
Let’s dive in!
Select the right people to interview so that your time is used most effectively. Ask or look for salespeople with the most experience at your company and/or in your industry.
Most content curators only need to conduct 3 or 4 x 30 min interviews initially, to cover major competitors for a product line.
Here’s 5 things we’ve learned to do, for getting effective intel from your revenue teams:
If you already have a Battlecard template that you want to fill in, continue on to see our recommended questions to ask for each type of Card.
Looking to enable your revenue teams but don’t yet have a Battlecard template with specific Card Topics? See this guide first ›
What are the top few themes that you use, to position us against this competitor
Note: Landmines are ways to exploit and subtly relay competitor weaknesses.
Note: Objection Handling = your team’s re-frame of the competitor’s strengths.
As you’re conducting these interviews, you’ll start noticing common themes.
These commonalities are where you should look to help you build your battlecards using the internal intel you’ve collected.
With the right content, and the right structure (like our Know. Say. Show. framework) you’ll have everything you need to build a winning battlecard.
Intel is everywhere, if you know where to look. We take a look at the 10 most valuable sources of competitive intelligence.
The five-tool competitive enablement professional needs to master these five competitive intelligence skills.
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