Battle Card
A quick-reference document helping sales reps compete effectively against specific competitors.
A Battle Card is a sales enablement document that provides guidance for competing against specific competitors.
**Battle Card Components:**
• Competitor overview and positioning • Their strengths (and how to address) • Their weaknesses (and how to exploit) • Common objections and responses • Differentiation points • Trap-setting questions • Customer proof points • Pricing comparison (if applicable)
**Battle Card Best Practices:**
• Keep it to 1-2 pages (scannable) • Update regularly (quarterly minimum) • Include win/loss insights • Test with top performers • Make easily accessible • Include real customer quotes
**Trap-Setting Questions:**
Questions that expose competitor weaknesses: • "How important is [feature they lack]?" • "What happens when [limitation]?" • "Have you considered [differentiator]?"
**Battle Card Distribution:**
• Sales enablement platform • CRM integration • Slack bot access • Mobile-friendly format
Related Terms
Competitive Intelligence
The systematic gathering and analysis of information about competitors to inform strategy.
Sales Enablement
The process of providing sales teams with the resources, tools, and training to effectively engage buyers.
Win Rate
The percentage of qualified opportunities that result in closed-won deals.