Decision Tool

Building Better Battle Cards Begins With Empathy For Selling Challenges

July 27th, 2011
With contributors:
Bradford Holmes , Daniel Feldman , Brian Lambert


Sales reps use battle cards to anticipate and respond to competitors’ tactics in sales conversations. In our research, we found that, the competitive insights in today’s battle cards are more often built around generalizations, like a competitor’s “technical limitations�? or “focus on problems rather than solutions,�? than around specific selling situations. Relevant, in context content enables salespeople to apply your battle card directly into their specific customer conversations To deliver that usefulness, your battle cards must capture content in the form of a point-counterpoint dialog, detailing the competitor’s claims and suggesting proven responses to refute the competitor’s statements.

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