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8 Best Practices for Effective Sales Battlecards

Picture of Ellie Mirman
Ellie Mirman on Tue, Nov 6, 2018

Competitor battlecards are one of the most common sales enablement tools businesses create today. Battlecards are one of the key ways that a business can translate competitive intelligence into strategies for a sales team to win more deals and bring in more revenue. Battlecards provide an overview of a specific competitor’s company, products, and services, and provide guidelines on how to win a deal against that competitor.

But where do you start? How do you make them effective? Sales enablement teams will create and recreate battlecards again and again to ensure sales adoption and improve win rates. Here are tips to keep in mind to create effective battlecards.

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8 Tips for Amazingly Effective Sales Battlecards

  1. Short and Sweet - The easier it is to consume your battlecard, the more likely it will actually get used. Keep your battlecard short and sweet so that, even at a glance, a sales rep can find just what they need, when they need it.

  2. Dynamic - Battlecards should be a living resource, always updated with the latest competitive intel. Out of date or incorrect information is even worse than no information at all, because your sales team will rely on this intel and get themselves in hot water.

  3. Integrated with Intel - Ensuring that your battlecards have the latest intelligence can be a challenge -- if you don’t have them integrated with your sources of competitive intelligence. Make it easy to update those battlecards in real-time by integrating with your intel collection sources.

  4. Framed for Sales - Battlecards are more than bullet points of a competitor’s company and product details. They should be focused on sales takeaways and soundbites that can be used in sales conversations, translating the intel into recommended sales actions.

  5. Don’t Go Head-to-Head - While feature comparisons can be helpful for understanding strengths and weaknesses, winning against a competitor requires more discovery and positioning of your strengths as key to a prospect’s success. Use battlecards to reinforce your strengths and not just feature checklists.

  6. Branded - An extra touch that can help with adoption across all sales enablement materials is a bit of internal branding. Thoughtful branding and design can help display important information up front, and translate positive impressions from one resource to the next.

  7. Measured - A key step in ensuring your battlecards are effective is measuring their impact. Make sure you have visibility into which battlecards - and which parts of battlecards - are being used, and what impact they are having on your sales win rates.

  8. Think Beyond Battlecards - Battlecards are only one type of sales enablement materials that ensure your sales team is able to maximize win rates. Think beyond battlecards to email templates, collateral, case studies, etc. - and beyond the sales team to others in the organization that need to consume competitive intelligence to improve their work.

What other tips and best practices have you discovered for effective sales battlecards?

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Topics: Sales Enablement

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