Jason OakleyI think the simplest (and still useful) version of battlecard, would just be a basic, internal FAQ.
Start with a couple of standard questions like:
- Why should our ICP choose our product over X?
- When is our product not a better fit compared to X?
- What questions can you ask to determine if our product is a better fit?
Then, go scrape your call transcripts for conversations mentioning this competitor. Find any questions relating to you vs. this competitor and add them to your FAQ. Then add new ones as needed. ONLY when they actually get asked.
When you think about it, reps are usually going to battlecards when they have a question to answer. Either one of their own, or something being asked by a prospect. So why not format it that way?
When answering these questions, I like the Know, Say, Show framework.
🧠 Know - The internal answer to the question. The information your rep needs to understand.
🗯️ Say - The polished response they would say to a prospect, or write in an email.
👀 Show (Optional) - Any data, testimonials, slides, content, etc. they could show as proof.
Here’s an example:
Say you’re an email platform that constantly gets objections from prospects who are worried that switching may hurt their deliverability rates.
Question:
Will switching from [competitor] to [your solution] hurt a customer’s deliverability rates?
Your Answer:
🧠 Know → Explain to your reps why this isn’t the case with your platform, the features and onboarding process that prevents it, how many customers you’ve successfully migrated without issue, and how one customer even saw an increase.
🗯️ Say → Give your reps a scripted message they can memorize and use whenever they get this objection from prospects.
👀 Show → Link to a killer migration case study and a one-pager that outlines your migration process.
I honestly think this format would work great for most companies.