Sales Battlecards - Best Practices, Tips, and Templates

Veronika Traublinger
October 25, 2021

Sales battlecards are one of the most important sales enablement assets. Learn why and how to create winning battlecards for your business.

In a sales process, prospects often raise an objection. Be it a critical question about your pricing or how you compare to a certain competitor. As a salesperson, you should be well-versed in all those possible objections. However, with an average of 25 competitors and many other potential customer objections., it is hard to remember all necessary information.

The solution? Sales battlecards. 

What are sales battlecards?

Sales battlecards are internal documents with best practice talking points that help you have winning sales conversations. Battlecards can include information about your product/service, competitors, pricing, unique selling points, possible counter questions from customers, and a lot more.

On a high level, sales battlecards...

  • Include responses to common objections and frequently asked questions
  • Focus on your company’s most impactful value propositions
  • Provide facts and statistics to back up your claims
  • Should be used by your entire sales team to ensure consistency

A battlecard is not ...

  • A long-form script
  • Based on opinions
  • Set in stone after the first draft

Why do you need sales battlecards?

Battlecards are a powerful tool to overcome customer objections. They give you instant access to information such as why your solution is different from a competitor or why it is worth the price.

Sales battlecards provide you with proven talking points you can use during a sales call or along the sales process with a prospect.

This way, you can answer critical customer questions immediately without “checking in with your manager” or doing some research and losing valuable time.

In short, sales battlecards help you win deals. 

And this is a fact. According to Cranyon, 71% of companies using competitive battlecards said they have helped them increase their win rates.

How to create a sales battlecard

Based on the need, battlecards might look a bit different. For example, if you create competitor battlecards, you need to structure them differently than when you develop battlecards for common sales objections. 

The steps for creating battlecards, however, are always the same.

1. Choose the battlecard type

First of all, let's decide on what type of battlecard you want to create. Do you need detailed competitor battlecards that help you differentiate your solution from the competition? Or maybe a battlecard catalog for the most common customer objections?

2. Use or create a battlecard template

It’s always good to have a template at hand that you can use every time you need to create new battlecards. Rather than starting from scratch, you can also use a finished template and fill it with your talking points (check out our free battlecard templates below).

3. Choose your topics

Depending on what type of battlecards you have chosen, make a list of all objections or competitors and determine how often they come up in sales conversations. Now you can decide for what objections/competitors it is worth to create a battlecard.

4. Do your research

Creating battlecards always involves a lot of research as you want them to be correct and complete. Whether it is a competitor battlecard and you need to learn more about the strengths and weaknesses of your competition or if it is an objection battlecard, and you need to find out what responses work best to overcome a specific objection. You’ll thank yourself for your research efforts when you have a library of detailed collateral. 

5. Update regularly

The market is constantly changing, and so are your product, competitors, and customers’ needs. Creating battlecards is an ongoing process rather than a one-off project. So go through your battlecards in a regular cadence to ensure that they are still up to date.

Templates for battlecards that help you win deals

We have created a template for you for the three most common kinds of sales battlecards:

  • Product Battlecards
  • Objection Battlecards
  • Competitor Battlecards

Product Battlecard Template

Product battlecards feature all the information that you need about the product that you’re selling. It should at least include:

  • the value proposition of your company
  • the problem your product is solving
  • an elevator pitch
  • your most relevant features and integrations
  • your biggest customers
Product battlecard template

Download this template

Objection Battlecard Template

Objection battlecards are short talking points that you can use to respond to common sales objections like pricing or no time. When creating those, it is essential that they have a clear structure, and they can get quickly accessed as they are mainly used in sales calls where you have to react instantly.

Battlecard template for common customer objections

Download this template

Competitor Battlecard Template

A competitor battlecard includes all the information on a certain competitor. The competitor battle card template helps you be ready when faced with questions on how your product is better than the competition.

Competitor battlecard templates

Download this template

Get ready for the battle.

At this point, you should be prepared to create sales battlecards that will help you win more deals.

Remember, to get started faster, consider using battlecard templates so you can stay consistent with your documentation and presentation for these crucial pieces of sales collateral.