In theory, competitor battle cards are not that hard to put together. All it takes is a little bit of content to use to persuade clients in a sales environment. What many people find is that being concise is a challenge. It takes some time and practice, but with a little bit of planning and overall know-how about the industry, any person can start putting together cards that work.
What are competitor battle cards?
The simplest way to describe competitor battle cards is that they are short, to the point pieces of information about a business that paints them in a positive light directly against the competition. Videos, graphs, spreadsheets and simple text are all used on different cards.
Once these battle cards are put together, they are given to the entire sales team. When they are in any type of battle against the competition when talking to a potential client, they can easily refer to these cards for quick rebuttals.
It’s important to stay very current with these battle cards at all times. A company doesn’t wanna have too many, but they do want to have a little bit of variety, so sales representatives do not sound repetitive to the people they are talking to.
It depends on each business how these cards are put together. Some companies do it as a team effort, while others will have a few specific people focus on what needs including.
The importance of in-depth research?
Putting battle cards together is
easy, but only after thorough research is done. To create the best battle cards
possible, in-depth research on every single competitor needs doing. Knowing the
competition is crucial for success in this world. A good starting point is
every competitor’s website, but going beyond that and understanding them is
going to give businesses an edge.
Research the general market and potential customers as well. Every business’s competitor battle cards are going to be slightly different depending on what they are selling. Being able to relate to locals will always give a sales team an edge if done correctly. Most customers want to know that they are dealing with a company that feels like part of the community.
How are competitor battle cards used?
Once the cards are put together, it’s time to make sure the sales team understands exactly how they are used. It’s one thing to relay information to a potential client, but it’s another to do it at just the right time.
Sales representatives can practice when do use certain cards. There are identifiers when opportunities arise, and they need to pounce on that. Some questions lead the discussion in the right way. When a sales representative controls part of the conversation, they can shine.
New competitors are always going to be rising, and old competitors might fall by the wayside. What worked a year or two ago might no longer be a valuable battle card at all. Businesses need to focus on the tools that work. It’s not so much about the number of battle cards, but the quality.