The one thing salespeople hate (other than losing) is situations where they’re unprepared to react to a competitive missile that comes out of nowhere. Situational competitive battle cards reduce the odds of that happening by helping salespeople keep the discussion focused on business outcomes versus products.
What Are Situational Competitive Battle Cards?
Situational competitive battle cards are a sales tool that help salespeople communicate your unique business value without the need for in-depth product knowledge.
Instead of feature comparisons that offer little or no context, competitive battle cards contain popular and highly problematic business scenarios with the resulting outcomes that are top priority for buyers. They make it easier for salespeople keep the conversation to a business discussion where products and features are always referenced in context of business goals and obstacles that buyers are experiencing.
Years ago, when I was a pre-sales consultant (demo guy), our sales teams employed situational competitive tactics with a high degree of success.
Both ours and our top competitor’s systems did electronic purchase requisitions that would automatically generate purchase orders, and both could handle high volumes. Large enterprises though, had two critical situations that if addressed, would yield significant benefits that were easily quantified.
- Combine requisitions for the same items to a single P.O. to get volume discounts on each order.
- Get additional discounts by meeting cumulative volumes purchased over the length of a vendor contract.
Our biggest competitor couldn’t do either and here’s WHY it mattered.
Purchasing departments get paid to save the organization money (the ultimate outcome), for either pure cost cutting measures or to reinvest those cost savings into other strategic growth initiatives. We always knew the desired outcome before the demo and “why” it was important to each prospect.
Here’s the situational part. If we were competing in a deal where the buyer didn’t have high volumes of requisitions or vendor contracts with volume incentives, one of our biggest advantages was a shoulder shrug because it had no relevance to the buyer’s business goals.
Structure your competitive battlecards with common customer scenarios that are highly problematic and the outcomes or goals they expect to realize if addressed. Then articulate the difference in how you remove the obstacles versus your competitors. Be sure to document the circumstances where those scenarios are most and least valuable from the buyer’s perspective.
Want to learn how to create situational competitive battlecards and demos? Contact us to discuss a workshop for your team. You’ll learn what good looks like for you with personalized hands-on training for your products and your markets.