Sales Battlecard Skill
Produces a practical one-page competitive battlecard that sales reps can use in calls — not a theoretical analysis.
Required Inputs
- Your product/company
- Competitor name
- Your target customer (ICP)
- Your top 3 differentiators vs this competitor
- Common objections when competing against them
- Known competitor weaknesses
Output Structure
Battlecard: [Your Product] vs [Competitor]
Updated: [Date] — Review quarterly
In One Sentence
When a prospect mentions [Competitor], say: "[Your positioning in one sentence]"
Why Customers Choose [Competitor]
(Be honest about their genuine strengths)
- [Strength 1]
- [Strength 2]
Why Customers Choose Us
(Specific differentiators with proof points)
- [Differentiator 1]: [Proof point — customer outcome or capability]
- [Differentiator 2]: [Proof point]
Objection Responses
"[Competitor] is cheaper" "You are right their list price is lower. What our customers find is [specific TCO difference]. [Customer] saw [result]. Should we explore total cost of ownership?"
"We already use [Competitor]" "That is helpful. What is working well? [Listen] And what is one thing you wish was better?"
"[Competitor] has [feature] you do not" "You are right. What problem are you solving with that feature? [Listen] Here is how our customers solve that..."
Landmines to Plant
- "How do you currently handle [area where competitor is weak]?"
- "What happens when you need to [scenario competitor struggles with]?"
Traps to Avoid
- Never badmouth [Competitor] directly
- Do not lead with features — lead with the prospect problem
- Do not claim you do everything better — be specific about where you win
When We Win / When We Lose
We win when: [Scenario — e.g. customer prioritises outcome over price] We lose when: [Honest scenario — e.g. primary driver is lowest upfront cost]
Quality Checks
- [ ] Competitor strengths are listed honestly (not minimised)
- [ ] Differentiators have proof points (not just claims)
- [ ] Objection responses are conversational (not scripted-sounding)
- [ ] Landmine questions are natural and non-confrontational
- [ ] "When we lose" is included and honest
- [ ] Battlecard has a review date
Example Trigger Phrases
- "Build a battlecard against [competitor]"
- "Create a competitive cheat sheet for [competitor]"
- "Write objection handling for [competitor] comparisons"