Making Better Battlecards

Inbound Marketing

Battlecards are a vital tool in sales as they are an incredibly effective resource for new employees, sales enablement and ultimately, helping staff close the sale. Not only are they a great way to train sales staff in understanding the market landscape – competitors, sales strategies and common customer queries – but they help keep conversation flowing. By providing teams with tried and tested responses, prospect calls stay on-track and don’t lose momentum, preventing the ‘Umms’ and ‘Errrs’ from derailing the conversation at a pivotal moment.

So, where do you start? Here are our 5 top tips to help evolve your battlecards into dependable, repeatable sales-closing assets.

Battlecards aren’t one size fits all

As always, the main consideration when creating your battlecards is consistently referring back to the customer and how your product or service benefits them. It’s all well and good spouting off a list of features, but only if those features are applicable to them. Depending on the products and services offered, you may split your battlecards for different products or buyer personalities.

Consider who will be using it and cater the information to them. For example, sales execs are going to want more facts and figures than instant rebuttals, while call centre staff will need more reactive information and responses that deal with common pushbacks and broad stats that prove the product’s efficacy.

Battlecards may also be based on different stages or factors in the buying journey. For example, a competitor battlecard may go into deeper product detail, while a question- or pushback- based battlecard will be far more specific in the scripting of the seller’s response, standardising the buying journey across the customer base for the best results.

Arm your teams with data + soundbites

Research the facts and figures that prove the efficacy of your product; its USPs, cost-savings, or any other desirable metrics, and emphasise the ones that are most successful in pulling prospects over the line – case studies are a resource! There will also be specific phrasing or language that your sales team has found to best suits your business’ brand and focus – make sure you give sales teams those soundbites that are most convincing but make sure you can back-up your claims.

Though, facts and figures are only as good as the proof you have to back them up. Therefore, if you’re wanting to get the word out about the cost-savings of your product for example, make sure your sales team have access to case studies or reports that support your integrity and prove to prospects that those savings are possible through testimonials and infographics.

Know the competition

Given most sales calls occur after a buyer has shortlisted their possible partners, most decision-makers will have already done some research on your competitors. By having the one or two key differentiating factors that have been proven successful in the past, you can help speed up their research process and position your offering in the best light, which could be the difference between the call being ending as a quick exploratory chat or the start of a long commercial relationship.

Therefore, your business needs to know as much information on its competitors as possible and where your business best competes. Are you cheaper, do you offer a more premium service, or quicker turnarounds etc.? Sales teams can use these as rebuttals for asking for a higher price, or to directly address why a competitor’s product is not the right choice for your prospect.

Keeping this information up to date is also essential, not only in terms of accuracy for your sales teams’ conversations, but also to ensure you’re still offering a competitive service or product, ensuring you’re reacting to changes in the market.


Are the important stats big enough to scan for staff to find in a split-second? Is there too much info to read comfortably? While your battlecards don’t have to be beautiful, the information included in them needs to be easy to find and read.

Also, make sure it’s branded properly and feels like something your business would create. After all, a simple Word document won’t fill your sales teams with pride or motivation. Designing your information out into a PDF will help enhance readability and prevent information from being altered too, ensuring your business’ responses are scalable and repeatable.

Seek feedback

Speak to your existing sales team and discover what has worked, what language, questions, facts and figures they are using to win prospects over and arm your entire team with those razor-sharp weapons of persuasion. Is there anything they are missing, is the language the right fit for the business, is the data easy to locate for staff? All these questions will help you hone the form of the battlecard and optimise it for your team, after all, they are the ones that are going to be using it!

Feedback isn’t just for the creation process either. Determining how successful your battlecard is in closing those sales is also important. While seeking individual advice from staff is one method – and still highly recommended as part of your ongoing battlecard evaluation – depending on your CRM system, you may be able to collate the information you need without even having to ask a soul!

HubSpot includes a feature designed to provide sales teams with digital battlecards – known as ‘Playbooks’. These can be customised and adapted on the fly and distributed to teams virtually in an instant. Plus, with HubSpot’s CRM platform integrations, you can quickly tally-up when the ‘Playbooks’ were used and the outcomes of those interactions, enabling quick visibility for quantitative-based analysis.

If your sales team don’t already have battlecards, then they should … It’s one of the first things sales teams ask for, (along with commission) and will help you win more sales! So, why not? They don’t take a significant amount of time to create and can be pivotal in evolving your sales process, but if you don’t know where to start, we can help.

With over 50 years of Channel experience in our team, Blabbermouth Marketing knows the IT & Telecoms market inside and out, as well as your technology, making the process far simpler for everyone involved. Plus, our team of writers and designers will ensure your battlecards are filled with convincing questions and soundbites for your callers with an easy-to-read layout and on-point branding.

Why not schedule a time to speak to us today?

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