Conversation Framework
PURPOSE 🔎
Tailor your discussions to directly address key topics like product capabilities, customer support, and innovation.
METHOD 📋
Craft a story that begins with acknowledging general industry needs, leads into how your product uniquely meets these needs, and concludes with its long-term benefits.
EXAMPLE TACTIC 🗳️
Start by agreeing on industry standards, then shift focus to how your product's innovative features offer a better solution.
WHEN TO USE 📑
Bring this up when a prospect mentions future growth or scalability concerns. It's a great way to show how your product can grow with their needs.
Talk track
"Our industry faces similar challenges. Our product stands out by meeting these needs and offering features for future growth. This is important for your scalability concerns."
Proof Points
PURPOSE 🔎
Utilize materials that visually demonstrate the advantages and effectiveness of your product.
METHOD 📋
Design targeted resources that directly compare your product’s features with those of competitors.
EXAMPLE TACTIC 🗳️
A comparison infographic detailing your product's advantages over competitors in key areas.
WHEN TO USE 📑
Use this when time-to-value is crucial for your prospect. The visual comparison will clearly illustrate the efficiency of your product.
Talk Track
"Let's look at this infographic comparing our product with others, focusing on key areas. It shows why our product is efficient and valuable for your needs."
Success Narratives
PURPOSE 🔎
Share real-life examples where your product has significantly benefited customers.
METHOD 📋
Gather stories from customers who chose your product over others, focusing on their reasons and outcomes.
EXAMPLE TACTIC 🗳️
Feature a case where a client benefited from a specific feature that competitors lacked.
WHEN TO USE 📑
This is particularly effective when a prospect is considering switching from a competitor. Highlight the real benefits others have seen.
Talk Track:
[customer 1] – chose [your company] over [competitor] because they needed to be able to access data from [Integration] in order to [business outcome achieved].
Unique Selling Points
PURPOSE 🔎
Highlight specific features or services exclusive to your product.
METHOD 📋
Position these unique aspects in contrast to competitors, showing clear benefits.
EXAMPLE FOCUS 🗳️
Showcase a proprietary technology or service model that directly addresses a common industry challenge.
WHEN TO USE 📑
Highlight this feature when prospects show interest in a certain capability you have. It sets your product apart.
Talk track
"Our product is unique because it offers [mention unique feature], addressing [common industry challenge]. This is a game-changer, especially for companies looking into [certain capability]. It's not just about meeting current needs; it's about pioneering new solutions."
Competitor Advantages
PURPOSE 🔎
Understand and acknowledge areas where competitors may have an edge.
METHOD 📋
Redirect these discussions to emphasize how your offerings provide a more comprehensive solution.
EXAMPLE STRATEGY 🗳️
Recognize a competitor's feature, then explain how your holistic approach offers greater value.
WHEN TO USE 📑
If the conversation turns to pricing, steer it towards the long-term value and reliability of your product.
Talk Track
Yes, you are correct – both [competitor] and [your company] are in the same category. Both aim to solve [pain point 1].
But comparisons stop there. The question is why? There are 3 main reasons why we’re different:
[feature 2] solves [pain point 2] [integration] is only available with [your company] [differentiator 1] is why we’re the only solution on the market specifically for [job title], [industry]
Strategic Questions
PURPOSE 🔎
Pose questions that subtly reveal the limitations or gaps in competitors' offerings.
METHOD 📋
Seamlessly integrate these questions into your dialogue to gently challenge the competitor’s strengths.
EXAMPLE QUESTION 🗳️
Inquire about an advanced feature or service that the competitor is known to lack but is essential for the industry.
WHEN TO USE 📑
Drop these questions subtly when your prospect is comparing features, to highlight what competitors might be missing.
How does your current solution handle [specific challenge or feature]?"
This question can uncover potential gaps in a competitor's offering that your product addresses.
"In terms of scalability, what challenges do you anticipate with your current provider?"
This encourages the prospect to consider future growth and how your product may be better suited for long-term needs.
"Can you tell me about a time when [competitor’s product] fell short in meeting your expectations?"
This question subtly prompts the prospect to think about instances where their current solution did not fully meet their needs, allowing you to position your product as a superior alternative.
Comeback Tales 📚
Include anecdotes of clients who initially chose a competitor but returned due to unmet needs.
Dynamic Refresh 🗃️
Keep the battle card updated with the latest market trends, product developments, and feedback from the field.
Implementing the Battle Card
MEETING PREP 🖥️
Refer to the battle card before sales conversations, especially when competition is a factor.
TEAM ONBOARDING👜
Use the card as a learning tool for new salespeople to understand competitive dynamics.
ONGOING ADAPTATION🗂️
Regularly revise the card with fresh market insights, product updates, and experiences from sales interactions.
