4 Pillars of Sales Battlecards That Win Deals

By Patricia Saya

When done right, sales battlecards are an invaluable resource.

Good battlecards move sales conversations forward. Differentiate your business from the competition. And create consistent messaging across sales and marketing.

In fact, 71% of businesses that use battlecards say they increase their win rates.

Unfortunately, many companies still struggle to create them.

The first step is developing a solid foundation. Let’s look at four pillars that will help you get your next battlecard off the ground fast.

What are sales battlecards?

You may know a battlecard as a sales playbook, selling guide, or sales script.

But whatever you call it, a battlecard is a practical, actionable guide for your sales team. Filled with comprehensive information in a concise format.

With one quick glance, your reps get the information they need to move conversations forward.

A battlecard may focus on one, two, or even more competitors. It shows how you measure up against them in areas such as:

  • Price
  • Information
  • Features
  • Time to deliver

1. Your elevator pitch

Your elevator pitch (sometimes called a value proposition) is your big opportunity to get attention. Think of it as an introduction.

In the time it takes for a short elevator ride (20-30 seconds), your pitch must pique your listener’s curiosity.

Tell your prospects exactly what you do and how you can help them. Address a specific problem, need, or pain point.

  • What’s the reason your prospects may want what you’re selling?
  • Why should they buy from you as opposed to a competitor?
  • What does your company do exceptionally well?

You may want to create short and long versions of your elevator pitch. Many companies have variations for different situations, market verticals, and job titles.

The best pitches are clear and easy to grasp.

One of Apple’s pitches for the iPhone was, “It puts the Internet in your pocket.”

2. Features and benefits copy lines

Features are raw facts. The inbuilt qualities of the product itself. A car may have antilock brakes. A refrigerator might make crushed ice.

A sale can hinge on whether or not you mention a particular feature. Buyers need complete specifications in order to make informed decisions.

Features may be technical, physical, or descriptive.

  • Form
  • Weight
  • Size
  • Material
  • Color

Mentioning features add credibility and substance to sales conversations when they’re linked to a benefit.

Benefits answer the “what’s in it for me” question. They satisfy:

  • Needs
  • Expectations
  • Wants
  • Desires

Think about how your product is going to make your prospect’s life better. What will it help them do, solve, or achieve?

For instance, a feature of your smartphone may be a fingerprint sensor. The benefit of that sensor is superior security.

In short, features tell your customers what. Benefits tell them why.

3. Differentiation copy lines

A feature of your product may well be your differentiation.

What sets you apart from your competition? Buyers have tons of products to choose from, so you must stand out.

Emphasize the unique benefits of your goods and services. Differentiators include:

  • Price
  • Packaging
  • Quality
  • Customer Service
  • Customer Experience

Clearly communicate why your product offers better quality, lower price, or a more memorable experience.

For example:

  • Track record (reviews, position in marketplace, number of happy customers)
  • Special deal – free delivery, free setup, volume discount
  • How you’re better (24/7 customer support, average 2-minute wait time)

Are you having trouble pinpointing your differentiators? You may be suffering from the curse of knowledge.

In other words, you assume everyone else knows what you know about your product.

So dig deeper into what makes your prospect tick. Align your differentiated benefits with their interests, needs, and values.

What can you give them that no one else in your market can?

4. Responses to objections

Responses to objections can be the toughest part of a battlecard to create.

View each objection as a chance to actively listen. Good listening is great research.

Let your prospects know you understand. Ask open-ended questions that encourage them to open up.

The more information you get, the better equipped you’ll be to respond.

Here’s a 3-step process that makes it easier to clear objections.

Number one, acknowledge the objection. Feeling heard is critical for building trust.

Number two, put the objection in perspective. Sometimes the prospect is simply making a wrong assumption. Or a mountain out of a molehill.

But what do you do when your competitor has a true advantage?

That leads to number three. Provide a compensating benefit.

For example, the most common objection is price. Explain the long-term value your product provides. Maybe you offer an extended warranty.

But no matter what the objection is, responding to it starts with an empathetic ear.

Sales battlecards prepare your reps for challenges

It’s not surprising that battlecards are one of the most popular pieces of sales enablement content.

They keep sales reps ready.

Ready with compelling elevator pitches. Updated features and benefits. Striking differentiators. And clear responses to objections.

So use the four pillars outlined in this post as your foundation, and get your next battlecard in motion now.

And if you’re tired of struggling to create good battlecards on your own, get help from an AWAI Verified Sales Enablement Copywriter. You can contact me here.

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