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Sales Battlecard Templates: Tactics to Attack and Defend Against Competitors

Sales Battlecard Templates: Tactics to Attack and Defend Against Competitors

Our Competitive Battlecard 101 series is back with an arsenal of new sales battlecard examples to help your company win deals. These new battlecard examples are split into two categories: Attack and Defence.

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.

competitive battlecards

What are “Attack” and “Defence” Sales Battlecards?

Every sales team should have access to competitive content that supports them with defensive tactics like objection handling. That is, determining common objections levelled against your company or product, and building the right content to handle those objections.

They’ll also benefit from learning attack-style cards. Cards that train reps to be on the offensive and to close deals by reinforcing their product’s strengths and aligning that to customer needs.

This is where tactics like laying landmines and the quick dismiss come into play.


Attack and Defence Sales Battlecard Examples

We’ve built a full library of sales battlecards that fit into these two categories. Whether you decide to create one or several of each, you’ll be glad you did.

Defence-style Battlecards

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. That’s why it’s important for your reps to know how your competitors are commonly trying to position you in the market.

In the sales battlecard example below, the company has determined that needing an intuitive user interface is a common objection.

Then, using the ARR of Objection Handling framework, the approach to defending against this claim is to reframe the question.


How do you Build “Defence” Sales Battlecards?

Your defence 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.

We recommend building defence battlecards by compiling a list of your competitor’s strengths to start. This information can be found on your competitors’ websites, or internally amongst your sales team.

Ultimately, understanding why you lose to competitors will be the foundation for building all of the “defence” sales battlecard types.

Attack-Style Battlecards

One of our favourite 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 the offensive playbook that will win you deals.


How do you Build “Attack” Sales Battlecards?

Creating an attack battlecard is the exact opposite of building a defence battlecard.

On the defensive end, you’re hoping to deflect. On the offensive end, you’re going in the for kill. In other words, rather than being on your heels, this is a proactive toolset. One that puts sales reps on the offence by using your strengths to tell a story about why your solution is the best option.


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”.

Sales Battlecard Templates for Attack and Defense-Style Cards

You can check out all of our attack and defence-specific sales battlecards in our library to-date by following the links below:

Questions to Ask Battlecard 
Pricing Battlecard
Positioning Battlecard 
Preemptive Advantage Battlecard 
Landmines to Lay Battlecard 
How To Spot a Competitor

Counter FUD

When to Engage/ Not Engage Battlecard 
Attack & Defense Battlecards 
Track Record Battlecard

Or you can check our full library of competitive battlecards here.

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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