How to prepare winning sales battle cards and drive adoption

 

How to prepare winning sales battle cards and drive adoption

 

Sales is tough. Knowing the ins and outs of your competitor’s offering and your distinct advantages is more critical now than ever. This is not easy when sales reps already handle a lot of information and must stay on top of their other work. By giving sales reps battle cards, they will have easy access to quick points about the competitor’s product offering and your company’s value messaging, giving them a leg up on the competition and driving revenue.

It is easy to assume that by simply providing sales reps with battle cards and other sales assets, they will use them but that is not always the case. The sales team may feel certain battle cards are outdated or lack the information needed to be effective in competitive deals or they may not even be aware of their existence. For various reasons, battle cards may sit there unused. Battle cards are ineffective if they aren’t being used to your advantage.

In this article, we will provide 6 suggestions for boosting battle card usage.

 

Make battle cards buyer centric & functional

Sellers don’t have time to read lengthy battle cards. Battle cards should be functional, short and concise cheat sheets highlighting key information your sellers care about when seconds count. Include product overviews, pricing, unique selling points, common objections and counters. Be sure battle cards are aligned with the buyer’s needs, pain points and the problems you are solving for them. Outline the the value matched to their requirements (people buy value not features). If you are creating a single type of battle card format, ensure they are applicable to many sales situations.

 
sales-battle-cards-template-present

Download Kompyte’s Battle Card template.

 

Make battle cards easily accessible

Storing battle cards in multiple, disconnected places is inefficient especially when sellers could be tackling other tasks. Keep battle cards centralized, and easily accessible from the user’s desktop, the web, within their CRM, if possible, printed in case users prefer a hard copy pinned to their desks. Most importantly, ensure your sellers are aware of the existence of battle cards and know the various paths for accessing them. If you have different versions of battle cards (ex: competitor battle cards, use case battle cards, product battle cards, question based battle cards) be sure to categorize them accordingly.

 

Integrate with other tools

Simplify processes and ensure efficiency by integrating battle cards into the apps your sellers use every day. Enable your sales reps by delivering battle cards directly within their CRM and notifying them of battle card updates and new versions via Slack. If you use cloud storage such as Google Drive to store complimentary sales assets, make sure these files can be pulled into digital copies of your battle cards.

 

Proving an easy way for sellers to submit feedback/intel from the field

Restrict who can update a battle card but encourage collaboration by providing an easy way for sellers to share feedback and for other teams within the company to provide their input (make sure your team is trained on how to provide feedback). Feedback is an excellent source of information. Sellers can provide powerful insights about what prospects are talking about, what they identify as your strengths and weaknesses, how they view the competition, which questions they are asking. Analyze and review feedback to validate information, refine and improve battle cards.

 

Do regular audits of battle cards and keep info current

You don’t want your sellers using outdated battle cards. battle cards should be considered living documents with content reviewed and updated regularly. It is critical to keep information up to date. Schedule monthly meetings to audit your tier one competitor battle cards. Ask your sellers what intel they hear in the field and the questions prospects ask more frequently. Discuss which battle cards are working, which ones aren’t and which ones need updating. Remove outdated information and improve unused battle cards. Once battle cards are updated, be sure to notify your sellers of updated and new battle cards to ensure they cite the latest, most relevant content. Pro Tip- Track dates and version history.

 

Run Sales Analytics Reports

Most companies have a variety of battle cards. Sales analytics allow you to keep a pulse on how your sellers are interacting with these sales assets including visibility of the most active reps, which battle cards are used most frequently and which battle cards they are not using at all. If certain battle cards are not being used, find out why. Is the content outdated? Are the battle cards missing key information?

There is just too much information for sales reps to own and too little time. The value of battle cards lie in its usage. Drive battle card usage and enable your sellers to win more deals with up to date functional battle cards tailored with the information they need. Make sure they are easily accessible and integrated with the tools they use daily.

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