A sales battle card template your reps will open before a call.
Your reps meet the same few competitors over and over, and each one answers "how are you different?" in their own way. This template gives them one page per competitor with the answers that matter on a call: why buyers choose that competitor, how they price, the objections they create and how to respond.
What goes in each section.
- 01
Competitor at a glance
One or two sentences on who they are and who they sell to, written the way your reps would say it.
- Who do they sell to?
- What do they say they do, in one line from their homepage?
- Where do we meet them most: which deal size, industry or use case?
- 02
Why buyers choose them
Be honest. A rep who dismisses a competitor's real strengths loses the buyer's trust.
- What do their happy customers praise?
- What do they do better than us today?
- 03
Why buyers choose us
The differences that matter to this buyer, each backed by something a rep can show.
- Where do we win against them?
- What proof can a rep share: a customer story, a demo moment, a public page?
- 04
Pricing and packaging
Their current public prices and plan limits, with the date you checked and a link to the page.
- What do they charge, and how: per seat, per usage or by quote?
- Where are they cheaper, and where do their costs grow?
- Date checked and source link
- 05
Objections and responses
The three to five things buyers repeat after talking to this competitor, with a short answer for each.
Objection Response a rep can say in two sentences Proof - 06
Discovery questions
Questions that bring out the needs where you are the better fit.
- Questions that show where they fall short for this buyer
- Questions that show where we fit best
- 07
Claims to avoid
Statements about this competitor that are out of date or easy to disprove. A rep who repeats one loses the room.
- Claim
- Why it is wrong or risky
- 08
Recent changes
What this competitor changed in the last 90 days. Update this section first; it is what reps look for.
Date What changed What it means in a deal - 09
Owner and sources
Who keeps this card current, when it was last updated and where each fact came from. Reps trust a card that shows its date.
- Owner
- Last updated
- Sources
Questions, answered.
What teams ask about the sales battle card template.