Boost your Sales with Competitor Battlecards.
One highly effective tool in a sales team’s arsenal is the competitor sales battlecard. They provide sales representatives with essential information to address objections, highlight advantages, and position their product favourably. This article explores how best to write and use them.
Information to Include in Sales Battlecards:
1. Competitor Overview:
This section should provide context and help reps understand the competitor’s place in the market. It should include a brief summary of the competitor's product offerings, target market, and positioning.
2. Strengths and Weaknesses:
An objective analysis of the competitor’s strengths and weaknesses. Highlight areas where competitors excel and identify potential gaps or drawbacks in their offerings.
3. Comparison Points:
Direct comparisons between your product and the competitor’s. This should cover features, pricing, customer support, scalability, ease of use, and other relevant factors. Use specific data and examples where possible.
4. Objection Handling:
Common objections related to the competitor and how to counter them. This might include price comparisons, feature gaps, or negative customer feedback about the competitor.
5. Key Differentiators:
Your product's unique selling points set it apart from the competition. This section should focus on the specific benefits your product offers and how these align with potential customers' needs.
6. Customer Testimonials and Case Studies:
Real-world examples of customers who have switched from the competitor to your product, including their reasons and the benefits they’ve experienced. Testimonials and case studies add credibility and provide powerful social proof.
7. Suggested Questions:
A list of probing questions that sales reps can ask prospects to uncover pain points related to the competitor’s product. These questions should help reps guide the conversation towards your product's strengths.
8. Closing Phrases and Call Scripts:
Effective closing phrases and call scripts that sales reps can use to steer the conversation towards closing the deal. These should be tailored to address the most common scenarios and objections encountered in sales calls.
Benefits of Sales Battlecards
1. Enhanced Sales Readiness:
Sales battlecards equip representatives with quick reference guides that contain vital information about competitors, enabling them to respond promptly and confidently during sales calls. This readiness can significantly boost a rep’s confidence and effectiveness in handling objections and steering the conversation towards the strengths of their product.
2. Consistent Messaging:
Standardized battle cards ensure that all sales team members deliver consistent messages about competitors and their product’’ value propositions. This consistency helps build a unified brand image and reinforces the company’s key selling points across all interactions.
3. Improved Competitive Intelligence:
Creating and maintaining battlecards requires continuous research and updates on competitors. This process enhances the overall competitive intelligence of the organization, providing deeper insights into market trends, competitor strategies, and emerging threats.
4. Faster Onboarding and Training:
Battle cards are invaluable training tools for new sales hires. They provide a comprehensive overview of the competitive landscape and common objections, reducing the learning curve and helping new reps get up to speed quickly.
5. Increased Win Rates:
Sales reps are more likely to win deals by effectively addressing competitor strengths and weaknesses and articulating their product's unique advantages. Battlecards help craft persuasive arguments that resonate with prospects’ needs and concerns.
Ideas to train your team with Battlecards
Training your sales team to use battlecards effectively is as important as the cards. Here are some tips for incorporating battlecards into your training program:
1. Role-Playing Exercises:
Conduct role-playing sessions where reps practice using battlecards in simulated sales calls. This helps them become familiar with the content and improves their confidence in handling objections.
2. Regular Updates:
Ensure that battlecards are regularly updated with the latest information about competitors and market trends. Regular training sessions should be held to inform the team of any changes.
3. Feedback Loops:
Encourage reps to provide feedback on the effectiveness of battlecards. Use this feedback to refine and improve the content, making it more relevant and valuable for the team.
4. Access to Resources:
Make battlecards easily accessible through a sales enablement platform, CRM system, or printed copies. Quick and easy access ensures that reps can reference them whenever needed.
5. Success Stories:
Share success stories where battlecards have directly contributed to winning deals. Highlighting these stories can motivate the team and demonstrate the tangible benefits of using battlecards.