Trends Report

Build Battle Cards That Focus On Buyer Priorities

Insights Into Building Battle Cards That Help Sales Reps Win Deals

February 6th, 2012
Dean Davison, Mgr, Principal Consultant
Dean Davison Mgr, Principal Consultant
With contributors:
Bradford Holmes , Daniel Feldman , Chenxi Wang

Summary

Sales reps need battle cards to anticipate and counter competitors' claims in sales conversations, but today's battle cards are little more than side-by-side product comparisons. Sales enablement (SE) professionals will help sales reps outmaneuver competitors by developing battle card content from the customers' point of view — using buyer problems and priorities to frame the points and counterpoints that matter to them. This report outlines Forrester's standardized approach to building battle cards to help your sales reps win competitive deals.

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