It's important to ensure that no glitch happens during a sales conversation!
A sales rep requires a lot of information to carry forward a sales conversation. They must know in detail about the product, its features, pricing, market trends, company position, and many more.
Sometimes all this information may not come rushing at the right time and moment.
Salesforce must find a hack that helps them overcome this hurdle and align their efforts with broader organizational objectives, such as achieving sales OKRs.
This article will explore the sales battlecard, its key components, different types of sales battlecard examples, and steps to creating a competitive sales battlecard template.
So scroll down for more.
A sales battlecard is a sales enablement tool that provides sales teams with essential information about your product or service, pricing, unique value proposition, possible objections from the client end, and many more. Additionally, incorporating sales performance analysis into the strategy allows teams to continuously refine their approach, identify key success factors, and adapt their tactics for optimal results in a dynamic market landscape.
The primary purpose of a sales battlecard is to equip sales representatives with the knowledge and tools they need to compete in the market.
It is a dynamic document that is regularly updated to keep the salesforce informed about the changing sales landscape, like new product releases, market shifts, or competitor strategy changes.
Sales battlecards contain all the information that equips a sales rep to smoothly traverse through a sales conversation and effectively close a deal. Furthermore, integrating sales transformation principles into the utilization of these battlecards empowers sales teams to evolve, adapt to changing market dynamics, and enhance overall performance by embracing innovative strategies and technologies.
So here are a few key components that a sales battle card must have:
A sales battlecard will provide basic information about the competitor, the company name, headquarters, size, key personnel, and an overview of their products or services. In addition, it also points out the strengths and weaknesses of the competitor in terms of products, market position, customer base, pricing, and other relevant factors.
Unique Selling Points
It highlights the unique features or advantages of your products or services that make it stand unique compared to the competitor. Highlighting these advantages provides sales reps with key talking points and messaging strategies to position their offerings against competitors.
When salesforce is aware of the common objections that customers raise during a sales conversation it helps them to better prepare to address these objections. Sales battlecards make salesforce know about the objections raised and guide them to handle the situation with ease and reason.
The common objection that clients raise is that of budget constraints that hinder them from moving to the next stage. When the sales force has insight into the pricing strategy, discounts, and any other relevant pricing details, it is easy for them to continue the conversation without any abrupt break or hindrance.
Customer Testimonials or Case Studies
Salesforce must know about customer success stories or testimonials that highlight the benefits of choosing your products or services. Sharing these first-hand customer experiences helps clients to make positive and informed decisions towards choosing your product and closing the deal.
Sales battlecard provide guidance on tactics and strategies to salesforce when persuading a client through the sales pipeline.
For further reading, check What Defines a Successful Sales Campaign? Key Elements to Consider?
There are different types of battle cards designed to address various aspects of competition and sales strategies. Let's look at some common types:
These sales battlecards focus on providing detailed information about specific competitors. They typically include competitor overviews, strengths and weaknesses, key differentiators, and strategies for sales reps to counter or leverage against the competition. Additionally, integrating insights from a sales performance incentive fund can further motivate and align sales teams by rewarding them for achieving key milestones and outperforming competitors in the market.
Product-focused battle cards provide sales teams with in-depth information about their products or services. These cards may include details on product features, benefits, use cases, and positioning against competitors' offerings.
These cards are created to help sales representatives address common objections raised by customers during the sales process. They guide how to handle objections effectively and turn them into opportunities.
Messaging battle cards focus on crafting effective communication strategies. They provide key talking points, value propositions, and messaging frameworks to help sales teams convey the most compelling and persuasive messages to potential customers.
Market-oriented battle cards provide an overview of the overall market landscape. They may include information on market trends, customer needs, and emerging opportunities, enabling sales teams to better understand the context in which they are operating.
Persona-based battle cards are tailored to different buyer personas. They help sales reps understand the unique needs, pain points, and preferences of specific customer segments, allowing for more personalized and targeted selling approaches.
Created for specific deals or opportunities, these battle cards address the unique circumstances and challenges associated with a particular customer or sales situation. They may include customized strategies and tactics to win specific deals.
Sales teams use a combination of these battlecards examples to create a comprehensive toolkit for their sales teams.
Creating a competitive battle card involves a strategic process of gathering, organizing, and communicating relevant information about everything related to sales. To optimize the effectiveness of these battle cards, organizations may tailor them specifically for commission-only sales reps, ensuring that the information aligns with the unique motivations and goals of this sales model, ultimately driving performance and success in a commission-based environment.
Here are the steps to create an effective competitive battle card:
Gather Key Information
The primary purpose of a sales battlecard is to clearly define the relevant details regarding the company and its competitors. Knowing all the important particulars such as the product or service, features, pricing, sales strategies, market trends, and changes helps the salesforce to understand the key differentiators and thereby smoothly carry out the sales process.
Identify Market Trends
Salesforce must stay informed about broader market trends that may impact your industry and competitors. This includes technological advancements, regulatory changes, or shifts in customer preferences. Keeping a regular check of the market helps in building and updating the sales battlecard to meet the changing requirements of the clients.
Define Your Unique Value Proposition
Clearly articulate what sets your products or services apart from the competition. This includes your features, pricing, discounts, and advantages of incorporating your products into their operations. Identifying your unique selling points and advantages provides an upper hand while conversing with your potential client.
Create a Template
Developing a standardized sales battlecard template that contains all the relevant details makes it easier for sales reps to use. Effective crafting of messaging and positioning of details against your competitor details helps salesforce to address the customer pain points efficiently during a sales call.
Include Objection Handling Strategies
A must-have in every sales battlecard template is common objections that clients raise during the sales process. Including these common objections helps the salesforce to be better prepared to handle them, address these pain points objectively, and position your offerings positively.
Train Sales Teams
Sales battlecard are an effective training tool that helps the sales force to familiarize themselves with the product, company, market, etc. But the sales force must also be trained on when and how to use them effectively in sales conversations. Effective use of information is not just about providing too much information to the client but providing the required information timely.
Tools that you incorporate in your sales management must undergo timely evaluation. Sales force must be asked to provide feedback regarding the usability and effectiveness of the battle cards. Their observations will help in making continuous improvements and enhance its effectiveness.
Integrate into Sales Processes:
Sales managers must ensure the smooth integration of battle cards into their sales processes. In addition, they must also ensure that sales reps are routinely using the cards to inform their strategies and conversations with customers. This also calls for regular updation of the battle cards to ensure that the information is current and reflective of the latest market conditions and competitor actions.
Having a step-by-step process to build your sales battlecards ensures that it helps salesforce to navigate competitive challenges and improve their chances of winning deals in the market.
For further reading, check How to Implement Sales as a Service: A Step-by-Step Guide.
Sales battlecard is an effective sales tool that empowers sales representatives with the right information and strategies to navigate competitive landscapes and win deals.
From informing the salesforce of the relevant information to training them when and how to use this information, the sales battlecard fulfills multiple purposes.
However, it requires regular updates to ensure that the sales battlecards remain relevant in a dynamic business environment.
With a systematic approach to gathering key information, identifying market trends, and highlighting your unique selling propositions, salesforce can build various sales battlecards of varying purposes.
Judicious use of any sales tool helps sales enablement, streamlines the sales process, and enhances the overall operations.