alexe-ev Create Sales Battlecard
Purpose
Help teams produce concise, accurate battlecards that equip sales reps to handle competitive situations confidently and consistently.
Skill type
Conceptual skill
Use this skill when
- Sales is losing deals to a specific competitor without knowing how to respond
- A new competitor has entered the market and sales is unprepared
- Competitive messaging is inconsistent across the sales team
- A sales enablement refresh is needed before a launch or campaign
Do not use this skill when
- The goal is brand positioning (use develop-positioning-messaging)
- The goal is full competitive analysis (use analyze-competitive-landscape)
Required inputs
- Competitor to create a battlecard for
- Product capabilities and differentiators
- Common competitive objections heard in sales
Optional inputs
- Win/loss data against this competitor
- Customer quotes about choosing your product over the competitor
- Pricing comparison
- Known competitor weaknesses or gaps
Upstream context
Works best when:
- Competitive landscape analysis exists
- Differentiation is defined
- Value proposition is clear
Downstream handoff
Output can feed:
- enable-sales-cs (battlecard is part of enablement package)
- plan-product-launch (battlecards prepared as part of launch readiness)
Instructions
- Identify the competitor and their primary value proposition.
- List the 3–5 most common objections sales hears when competing against this player.
- Write a response to each objection: factual, confident, and non-disparaging.
- Identify your 3 strongest win reasons against this competitor.
- Identify 1–2 honest areas where the competitor is stronger (and how to handle them).
- Add qualifying questions to identify competitive deals early.
- Add proof points: customer quotes, case studies, or data.
Output
Provide:
- Competitor overview (1 sentence)
- Common objections and responses (3–5)
- Win reasons against this competitor (3)
- Where the competitor is stronger and how to respond
- Qualifying questions for competitive deals
- Proof points (quotes, data, case studies)
- Phrases to avoid (claims that are hard to defend)
Risks / caveats
- Battlecards must be factually accurate — false claims damage credibility
- Update battlecards when the competitor releases a major update
- Disparaging the competitor is a red flag for buyers — keep it objective