Are you familiar with sales battlecards? They just might become your new favorite tools for crushing your sales game. A sales battlecard is essentially a cheat sheet with all the essential info about your products and services, your competitors and key selling points. Similar to a one-pager, this visual aid can be used in all kinds of circumstances, from sales calls to sales trainings.
Zoe Ashbridge, a contributor to the HubSpot Sales Blog, says you can also present battlecards to prospects as they move further down the sales pipeline. These tools can help explain the nitty-gritty of different options and guide your prospects in choosing the best solution.
How do you create a sales battlecard? We’re sharing Ashbridge’s five-step process in this issue of PromoPro Daily.
Begin with a template. You could start from scratch or use a battlecard template like one of these from HubSpot. Whatever you decide to do, Ashbridge recommends using the same template each time for a more consistent brand experience. Also, don’t worry about adding everything all at once. Start small and build out so you don’t overcomplicate the card or get overwhelmed with details.
Select your categories. How do you or your promo company stand out? And in what ways are your competitors stronger than you? Ashbridge suggests creating a list of topics you want to include on your customer-facing battle cards. These might include features, customization and ROI. Your client-facing battlecards should be persuasive but honest. If another promo company is stronger in one area, own it and explain why.
Choose your competitors. If you’ve made it to the close phase only to lose to “the other option,” you probably know your top competitors well. List them and determine how often they come up in certain stages of the buyer’s journey. From there, Ashbridge says you can determine whether the competitor deserves their own dedicated battlecard or if they should just be included in a multi-competitor comparison card. Remember to refine your competitors as the promo industry expands and changes.
Do your research. You never want to have a prospect call you out for listing the wrong information on your battlecards. Ashbridge suggests working with different people throughout your organization to make sure your battlecards are accurate. If you’re running a solo show, you can verify information by reviewing your competitors’ websites and reading online reviews.
Make regular updates. Changes happen at your company and at your competitors’ businesses. As the times change, so should your battlecards. Creating battlecards isn’t a one-time task but rather an ongoing project, Ashbridge says.
With a battlecard in hand, you’re ready to handle any curveball that comes your way. These tools can help you navigate complex sales scenarios, increase win rates and achieve greater success.
Compiled by Audrey Sellers
Source: Zoe Ashbridge is a contributor to the HubSpot Sales Blog.
