The Powerful Impact of Battlecards
Competitor insights help salespeople stand out and sway buyers.
It’s no secret that buyers want tools that can solve their problems, and there are a variety of solutions on the market to choose from.
While having a lot of options may be good for the customer, it can be a real headache for sellers. One way organizations help their salespeople cut through the noise and close more deals is by equipping them with battlecards.
In fact, according to Crayon’s 2024 State of Competitive Intelligence report, 78% of competitive intelligence leaders enable their teams with them. Also, in 2022, they found teams are 4 times more likely to say their battlecards have driven improvements in their competitive win rates.
Now, let’s dive in and discuss what battlecards are, why they’re important, and how to use them.
What are battlecards?
Battlecards, sometimes called competitor profiles or kill sheets, are unique to each business. They can also vary depending on whether they’re being used internally or shared with customers and prospects.
At their core, though, battlecards showcase at-a-glance information about your competition. They’re meant to be informative and provide a quick snapshot comparison of things like:
Products
Services
Features
Pricing
Performance
Value
Objections
While most battlecards often provide a brief overview and big-picture details, some may dive deeper and include things like:
Industry trends
Success stories
FAQs
Use Cases
Customer profiles
Specific offerings/specials
Pain points
Why are they important?
With 75% of buyers preferring to gather product information themselves, you may wonder why salespeople even need battlecards.
Standing out from the competition is hard, and with how fast things change, sellers are always in danger of being behind the eight ball. When used wisely, battlecards can impact revenue and help with win rates.
Additionally, having access to comprehensive battlecards with up-to-date information can help salespeople with:
Changes: If the competition changes pricing and contract terms, launches a new product, or merges with another company, sellers need to know about it.
Pitching and Messaging: Strategic sellers don’t feature dump or use a “tit for tat” approach. They know what sets their company apart and can position their solution to solve customer pain points.
Objection Handling: Over time, common objections and questions will come up. Having those at the ready can help with pitch delivery.
Consistency: Having a unified message that the entire sales team can use ensures all reps are equipped with the same information. There’s no need to rely on “gut” feelings when facts and stats are at the ready!
Updated battlecards aren’t just about accuracy, either. They’re about honesty and should be used to showcase the strengths and weaknesses of all players involved.
Remember, buyers are discerning. 81% need to trust a brand to consider buying from it, and that means keeping battlecards current and free of misinformation is vital for building trust.
How to Use Them
With 47% of businesses maintaining 50+ sales battlecards, it’s clear that they aren’t a one-size-fits-all solution. Every business has different needs, meaning sellers must be ready to engage buyers and answer whatever questions they have.
As a nimble tool, battlecards can be used by sellers at any time. Some examples can include:
Referring back to them before a renewal or upsell meeting
Referencing them in real-time on a discovery call
Handling common objections during a pitch
Putting them to use during seller training and onboarding
While the scenarios are endless, it’s also important to know what to say when the time comes because feature dumping and badmouthing the competition won’t close the deal.
Try this instead:
Situation: A competitor has a feature you don’t.
Suggested Response: Yes, [competitor name] does have that feature, but it doesn’t help address [pain point] like [your company feature], which allows you…
Situation: You and the competition have the same feature.
Suggested Response: [Competitor name] does have that. We also enable you to [ABC] AND ALSO help with [XYZ].
Situation: The buyer wants “proof” that you’re the best choice.
Suggested Response: “[Customer name] chose our solution over [competitor name] because [insert reason], so they could [insert business outcome]. The result after 6 months was [stat].”
Situation: The competition is cheaper.
Suggested Response: “Yes, [Competitor name] is cheaper, but [your company] is better because…”
Suggested Response: “I understand. I had two customers in [industry] who were uneasy about the price. But what I found…”
Suggested Response: “Yes, it is a significant up-front cost. But our solution will save you money over time by [insert how…]
Check This Out…
So, how do you create a useful battlecard?
Let’s pretend you’re Nike, and the competitor you’re making a battlecard for is Sketchers. Recalling the quick battlecard comparison provided earlier in this article, here’s how that might look:
PRODUCTS:
Product Range: Walking shoes, running shoes, casual sneakers, work shoes (slip-resistant, steel toe), slip-ons, sandals.
Special Lines: GOwalk, Max Cushioning, Arch Fit, Skechers Work, BOBS (charity-driven line).
Ideal Customers: Everyday consumers, healthcare/service workers, seniors, comfort-first buyers.
SERVICES:
Customer Support: 24/7 online support, in-store return assistance.
Warranties: 45-day return policy; satisfaction guarantee on comfort lines.
Online Tools: Fit guides, comfort technology explainers, loyalty program (Skechers
Plus).
Retail Footprint: Strong physical presence with standalone stores, outlets, and global distribution.
FEATURES:
Comfort Technology: Air-Cooled Memory Foam, Arch Fit Orthotic Support, Hyper Burst cushioning.
Designs: Wide-fit, slip-ons, machine-washable shoes, non-slip soles.
Functionality: Lightweight, breathable materials; easy on/off wear.
Work-Ready: OSHA-compliant safety options (slip-resistant, steel-toe).
PRICING:
Average Price Range: $45 – $100
High-End Models: Max Cushioning, Arch Fit (up to $120)
Typical Savings vs Nike: 20%–40% lower on average
Frequent Discounts: Regular sales, outlet pricing, and rewards points.
PERFORMANCE:
Use Case Strengths: Walking, daily wear, long hours standing, light jogging.
Best For: Comfort over speed; support over agility.
Not Designed For: Elite athletics, pro-level sports training.
VALUE:
Key Selling Point: Maximum comfort at a modest price.
Durability: Strong for casual and workwear (6–12 months of heavy use).
Differentiators:
Orthopedic-certified designs (Arch Fit)
Appealing to health-conscious, aging, and work-focused buyers.
Community contributions via BOBS (supports animal welfare).
Your company may have a preferred battlecard template that’s easy to customize for the buyer and suits your company’s preferred sales methodology. There’s also no shortage of free battlecard templates on the market (just Google them!).
But remember, whatever style you use, your battlecard should always be simple, informative, and easy to update.
Use Them Wisely
If sales enablement were a recipe, battlecards would often be a missed or even overlooked ingredient. However, when made correctly, battlecards can help salespeople pitch confidently, overcome objections like a pro, and close deals like a boss.
When putting your battlecard to work, remember:
Keep it updated
Keep it simple
Keep it honest
Unsure where to start? Want to chat with people who have real-world experience creating and using battlecards? Join The Enablement Squad and get insights from subject matter experts, sellers, and enablement leaders.
Author Bio
Tracy Uhl-McNutt is The Squad’s Community Manager. She is experienced in sales enablement and marketing and is passionate about continued learning and content creation. Tracy has two adorable pittie terriers, a husband of 14 years who never fails to make her laugh, and is actively learning how to crochet as a southpaw. Connect with her on LinkedIn!
