Sales Battlecard Skill

Produces a practical one-page competitive battlecard that sales reps can use in calls — not a theoretical analysis.

Required Inputs

• Your product/company
• Competitor name
• Your target customer (ICP)
• Your top 3 differentiators vs this competitor
• Common objections when competing against them
• Known competitor weaknesses

Output Structure

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Battlecard: [Your Product] vs [Competitor]

Updated: [Date] — Review quarterly

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In One Sentence

When a prospect mentions [Competitor], say: "[Your positioning in one sentence]"

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Why Customers Choose [Competitor]

(Be honest about their genuine strengths)

• [Strength 1]
• [Strength 2]

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Why Customers Choose Us

(Specific differentiators with proof points)

• [Differentiator 1]: [Proof point — customer outcome or capability]
• [Differentiator 2]: [Proof point]

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Objection Responses

"[Competitor] is cheaper" "You are right their list price is lower. What our customers find is [specific TCO difference]. [Customer] saw [result]. Should we explore total cost of ownership?"

"We already use [Competitor]" "That is helpful. What is working well? [Listen] And what is one thing you wish was better?"

"[Competitor] has [feature] you do not" "You are right. What problem are you solving with that feature? [Listen] Here is how our customers solve that..."

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Landmines to Plant

• "How do you currently handle [area where competitor is weak]?"
• "What happens when you need to [scenario competitor struggles with]?"

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Traps to Avoid

• Never badmouth [Competitor] directly
• Do not lead with features — lead with the prospect problem