July 26, 2018 by Carly Paracholski
Our Competitive Battlecard 101 series is back with an arsenal of new sales battlecard templates to help your company win deals. For the next few weeks we will focus on teaching you how to best use “Attack” and “Defense” sales battlecards to crush your competitors.
If you haven’t yet, subscribe to our newsletter and we’ll send you a new sales battlecard template each week explaining the strategy and significance behind each unique type of attack and defense sales battlecard. If you want to go through all of the cards we’ve built to date, you can find a running log of all of the battlecard articles here.
Every sales team should have access to competitive content that supports them in defensive tactics, navigating objections and challenges about their competitors’ strengths. They’ll also benefit from learning attack-style cards which train them to be on the offensive and to close deals by reinforcing their product’s strengths and aligning that to customer needs. We’ve built a full library of sales battlecards that fit into these two categories which will arm your salespeople to outperform the competition.
The main advantage of having a well defined and curated defensive battlecard is to give your sales reps a clear picture of what claims your competitors are making. If you know your competitor’s strategy you are more likely to be able to defend your weak points and attack using your strengths. It’s important for your reps to know how your competitors are commonly trying to position you in the market. Defensive battlecards will start by acknowledging the common ways in which your competitors attempt to position you, or the common claims they will make in the sales process. They will include tactics, messaging, and strategies to quickly dismiss those claims, and refocus on aligning your solution to solve their pain.
There are a number of cards that belong in your “defense” arsenal. Your defense battlecards should include reasons why you lose, reframing messages and objection handling techniques, along with customer testimonials to help minimize your weaknesses and defend your strengths.
There is no set in stone technique to build the perfect defense battlecards, but rather a set of ideas to help your company create sales battlecards that will work best for your team. Which cards will be most effective will always depend on your industry, your competitors, and your own position in the market.
We recommend that when you start to build your defense battlecards that you begin by compiling a list of your competitor’s strengths. This information can be found on your competitors’ websites, or internally amongst your sales team. Understanding why you lose to competitors will be the foundation for building all of the “defense” sales battlecard types.
One of our favorite sales tools are attack battlecards. These cards typically include tips on how to lay landmines against competitors before they become a threat, strengths to prioritize, and other positioning messages that can set up your sales reps for success. In sports terms, this is your offensive playbook that will win you deals.
Creating an attack battlecard is the exact opposite of building a defense battlecard because you are going in the for kill. Rather than being on your heels, this is a proactive toolset – that puts sales reps on the offense by using your strengths to tell a story about why your solution is the best option.
For comparison purposes, an attack battlecard is like a formal resume, where you highlight every aspect of your professional career in the best light possible. Attack battlecards start by listing out all of the strengths that your company has and then follows up with examples, customer testimonials, landmines, and pricing to support your claims
Our tip for curators is to start building your attack battlecard by conducting a win-loss analysis to first generate a list of reasons why you win. This will help identify your strengths, which can later be broken down into specific sales battlecards such as “Why We Win”, “Key Strengths”, or “Landmines to Lay”.
You can check out all of our attack and defense-specific sales battlecards in our library to-date by following the links below:
Or you can check our full library of competitive battlecards here.
Ready for more awesome information about competitive intelligence and sales battlecards? Subscribe to our Competitive Battlecards 101 series and we will send you new Attack and Defense sales battlecards every week(ish).
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