July 18, 2018 by Carly Paracholski
We’re sharing off two new cards in our Competitive Battlecard 101 series this week, covering battlecards that can be used in deals against competitors. The cards featured this week include both the ‘Why We Win” and “Why We Lose” sales battlecard templates.
If you haven’t yet, subscribe to our newsletter and we’ll send new battlecard templates straight to your inbox. 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 templates here.
The “Why We Win” sales battlecard is an insightful resource for any company to have, because as the name implies this battlecard is all about how your company wins deals and beats the competition.
In terms of providing value to your sales team, the “Why We Win” battlecard does so by outlining the key weakness of your competitors and by highlighting where and when they should strike.
The structure of the “Why We Win” battlecard template is unique because the card presents information through the use of stories. The purpose of this format is to both create context for your Sales team and to enable them to use real, concrete examples to prove why they are better than Company X, Y, or Z.
Formatting the “Why We Win” battlecard like this helps put a personal touch on your sales pitch and allows for a bit of name dropping, which helps build credibility.
The process of putting together a standout “Why We Win” sales battlecard templates is straightforward. You need to keep the information clear, digestible, and have examples with key takeaways. After all, a story can be an engaging communication tool to use in a sales call, or pitch, but it is worthless without having a takeaway, or selling point to prove.
To show how simple setting up a “Why We Win” battlecard is, check out our quick two step example below.
Step 1: Come up with a list of your competitors key weaknesses. This could be anything from workflow functionality to reporting, and will vary based on your industry.
Step 2: Survey your sales team for recent win stories that highlight competitor’s weaknesses and support your strengths.
Weakness: Competitor X is weak on workflow functionality. The addition of a new category is bulky and time consuming.
Supporting Story: Our client estimated that the same task took him 50% less time using our product rather than the competitors.
It may be hard to admit, but there are some aspects of your product or service that your competitors are better at. However, if you have tool (like a “Why We Lose” battlecard) to deposition your competitors these strength can become insignificant.
The “Why We Lose” battlecard is quite the opposite of the “Why We Win” battlecard outlined above. The purpose of the “Why We Lose” battlecard template is to educate your Sales team on your competitors key strengths and have information or stories already on hand to derail these strengths.
For example, say you know your competitor has a better reporting system than your company and it gets brought up during a sales call. Don’t panic! Every company is going to have something they are good at. What is important is for your Sales team to know exactly what story to tell to devalue that exceptional product or service.
Building a “Why We Lose” battlecard template is just as easy as building a “Why We Win” battlecard template. All you need to do is identify your competitors key strengths and have a story to derail, or devalue these claims.
Using examples or customer feedback will be your best bet to getting this message across. These stories will help you subtly brag about your company from a third party perspective. This lets prospects know that other clients, not just your internal team, are pumped about your offerings.
To show how simple setting up a “Why We Lose” battlecard is, check out another quick two step example below.
Step 1: Come up with a list of your competitors key strengths.
Step 2: Find a story, or source customer feedback that dilutes your competitors strengths.
Example: Competitor X will try to lead the client to focus on reporting as the critical need. Refocus the conversation to workflow and error minimization.
Story: Reporting is always better when the data is accurate. Our current clients have told us that the competitors product is known to be bulky and creates a lot of opportunity for errant entry.
As you can see, building both a “Why Win Win” and ‘Why We Lose” competitive battlecard is straightforward, but has the potential to save your Sales team during a call. If you want to learn more feel free to subscribe to our Competitive Battlecard 101 series below.
If you’ve come this far and you’re still looking for more on sales battlecards, download our Product Marketers Guide to Creating Battlecards That Win.
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