AI Coach: find and fix deal issues before they result in closed-lost using AI


Sales Battlecards for Objection Handling

6 min
Average Score

Will Thompson

Director of Growth Marketing at Crayon

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Elevating Your Sales Game with Battlecards

In the fast-paced realm of sales, where competition reigns supreme, arming your Sales Development Representatives (SDRs) with effective tools can be a game-changer. Enter the world of sales battlecards, an invaluable resource that empowers your sales team to conquer competitors and secure deals. In this comprehensive guide, we'll explore the ins and outs of sales battlecards, from their definition to what should be included in them, and how to ensure their successful adoption by your sales force.

What Are Sales Battlecards?

A sales battlecard, also known as a competitive battlecard, is your sales team's secret weapon when they go head-to-head with specific competitors. Imagine you're working with a company like Slack, and your task is to equip their sales team with battlecards. For Slack's rivals like Microsoft Teams, Mattermost, or Rocket Chat, you'd create dedicated battlecards. These cards serve different purposes for various sellers – from educating new hires to acting as a content hub for seasoned veterans.

What Goes into Your Sales Battlecard?

The key to a successful battlecard is to provide your sales team with precisely what they need to outshine their competition, without overwhelming them. To determine the content of your battlecard, start by engaging with your sales leaders. They hold valuable insights into why your sellers win or lose against specific competitors. Additionally, speaking with veteran sellers who have tales of victories and defeats will reveal critical information for your battlecard.

Building Your Battlecards

Once you've gathered insights from sales leaders and veterans, it's time to craft your battlecards. Here are the essentials:

1. Why You Win: Highlight the top three factors that make your product superior and explain why these factors matter to customers.

2. Competitor Strengths: Identify the top three strengths of your competitors and guide your sellers on how to respond when these strengths are brought up during conversations.

3. Recent Wins: Showcase who's been successful against major competitors, preferably segmented by use case, industry, or company size.

4. Recent Field Intel: Share insights uncovered by your sales team about the competition, along with strategies to leverage this information to win deals.

Learn more about how to build your sales battlecard in this session.

Your battlecard should be concise, easy to scan, and filled with real customer stories and live examples to make it engaging and practical.

Ensuring Battlecard Adoption

To ensure your battlecards are widely used, make them easily accessible. Embed them in the tools and platforms your sales team uses daily, such as CRM systems like Salesforce or HubSpot. Teams that take this approach see a significant increase in adoption rates. Alternatively, utilize messaging platforms like Slack to automatically provide battlecard links when relevant keywords are mentioned. If your team doesn't use Slack, consider integrating battlecard links into daily meeting invitations.

To encourage your sales team to embrace battlecards, spotlight role model behavior. Engage with your sales leaders early in the process and get their input. When they feel invested, they're more likely to lead by example. Role model behavior includes discussing recent wins and losses with the team, directing them to relevant battlecards for further learning, hosting informative sessions on competitors, and using battlecards as a reference.

To delve deeper into the world of sales battlecards and gain an extensive understanding of how to handle sales objections using this powerful tool, we invite you to watch our informative session. Discover valuable insights, practical tips, and real-world scenarios that will empower your sales team to excel in competitive selling. Don't let your competition get ahead; equip your team with battlecards, and watch them conquer the sales battlefield.

In conclusion, mastering sales battlecards is your ticket to competitive success. By following the strategies outlined in this guide and embracing battlecards as an integral part of your sales arsenal, you'll position your SDRs for victory. Equip your team, arm them with knowledge, and watch them rise to the challenge. Get started today, and unlock your full sales potential!

Besides Battlecards, you can learn how to use Mutual Action Plan for enterprise deals in this other session!

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