Battle Cards

1. Header:

a. Document Title (usually something like “Competitive Battlecard: [Competitor’s Name]”)
b. Your Company Name and Logo
c. Date of Last Update: This helps ensure that salespeople are using the most current information.

2. Competitor Overview:

a. Brief description of the competitor and their core offering.
b. Market Position: Information on the competitor’s size, market presence, key customers, and key markets (if publicly available).

3. Competitor’s Product/Service Details:

a. Detailed description of the competitor’s product/service.
b. Highlight key features and supported use cases.

4. Competitor’s Unique Selling Proposition (USP):

a. Outline what the competitor positions as their key differentiators or USPs.
b. List the major strengths of the competitor’s solution, service, or strategy.

5. Competitor’s Known Weaknesses:

a. List the major weaknesses of the competitor’s product/service, including customer complaints or negative reviews.
b. Briefly explain why it’s perceived as a weakness and how it could potentially impact the customer.

6. Our Product/Service Comparison:

a. A side-by-side comparison of your product/service features against the competitor’s.
b. Emphasize where your product/service has advantages.

7. Unique Value Proposition:

a. Identify and explain what makes your company’s solution uniquely valuable when compared to the competitor’s solution.

8. Objection Handling:

a. List common objections your sales team encounters regarding this competitor and how to respond.
b. For each objection, provide a brief, clear, and respectful counterargument that showcases the strength of your solution.

9. Winning Against the Competitor:

a. Summarize the main reasons why customers should choose your product/service over the competitor’s.
b. Include supporting evidence where possible, such as customer testimonials, case studies, or third-party reviews.

10. Strategic Insights:

a. Discuss the competitor’s business strategy and any recent moves they’ve made in the market.
b. Insights about their target market, sales tactics, marketing strategies, or notable partnerships.

11. Proof Points:

a. Highlight any case studies or testimonials where your product/service outperformed the competitor’s.
b. Provide evidence such as case studies, testimonials, or data that support the claims you make about your solution’s advantages.

12. Key Takeaways and Elevator Pitch:

a. Summarize the key points that your sales team should emphasize when speaking with potential customers.
b. Provide a brief, compelling statement (an elevator pitch) that encapsulates why a customer should choose your product/service over the competitor’s.

13. Additional Resources/Contacts:

a. Provide any useful resources for further reading, such as blog posts, whitepapers, or recorded webinars.
b. Contact Information for Further Help: Include details of who to contact in your organization for more information or support.

14. Footer:

a. Confidentiality Notice: If the document is meant to be internal-use only, include a notice here.
b. Update Reminder: Encourage the reader to make sure they have the most recent version of the document.