Pawel Huryn
112 lines
3.7 KiB
Markdown
112 lines
3.7 KiB
Markdown
---
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description: Create a sales-ready competitive battlecard — positioning, feature comparison, objection handling, and win strategies
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argument-hint: "<your product> vs <competitor>"
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---
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# /battlecard -- Competitive Battlecard
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Create a concise, sales-ready battlecard that helps your team win deals against a specific competitor. Includes positioning, feature comparison, objection handling, and conversation strategies.
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## Invocation
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```
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/battlecard Our CRM vs Salesforce
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/battlecard ProjectFlow vs Monday.com for mid-market teams
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/battlecard [upload competitor materials or win/loss data]
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```
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## Workflow
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### Step 1: Identify the Matchup
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Ask:
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- Your product and the specific competitor
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- Who is the typical buyer choosing between you?
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- Do you have win/loss data or sales feedback?
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- What deal stage does this typically come up? (early evaluation, final decision, displacement)
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### Step 2: Research the Competitor
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Apply the **competitive-battlecard** skill with web research:
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- Current product capabilities and recent launches
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- Pricing model and published pricing
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- Target market and positioning
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- Known weaknesses (from reviews, forums, customer feedback)
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- Recent company news (funding, leadership, strategy shifts)
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### Step 3: Generate Battlecard
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```
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## Competitive Battlecard: [Your Product] vs [Competitor]
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**Last updated**: [today]
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**Use when**: [situation where this competitor comes up]
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### Quick Summary
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**We win when**: [buyer profile and situation where you have advantage]
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**We lose when**: [buyer profile and situation where competitor has advantage]
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**Key differentiator**: [one sentence]
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### Positioning
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**How they position**: [their messaging]
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**How we position against them**: [our counter-positioning]
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### Feature Comparison
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| Capability | Us | Them | Verdict |
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|-----------|-----|------|---------|
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| [capability] | [status] | [status] | [advantage] |
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### Pricing Comparison
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| Dimension | Us | Them | Notes |
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|----------|-----|------|-------|
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### Objection Handling
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| Objection | Response | Proof Point |
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|----------|---------|------------|
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| "They have [feature]" | [response] | [evidence] |
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| "They're cheaper" | [response] | [TCO analysis] |
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| "They're more established" | [response] | [counter] |
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### Landmines to Plant
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[Questions to ask the prospect that expose competitor weaknesses]
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1. "Ask them about [topic] — their answer will reveal [weakness]"
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### Trap Questions to Expect
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[Questions the competitor will encourage the prospect to ask you]
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1. "[Question]" — How to respond: [response]
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### Win/Loss Patterns
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**We typically win because**: [top 3 reasons]
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**We typically lose because**: [top 3 reasons]
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### Conversation Starters
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**If they're already using [Competitor]**:
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- [approach for displacement deals]
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**If they're evaluating both**:
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- [approach for competitive evaluations]
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### Resources
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- [Customer story / case study that counters this competitor]
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- [Third-party comparison or review]
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- [Demo script optimized for this competitive situation]
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```
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Save as markdown.
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### Step 4: Offer Next Steps
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- "Want me to **create battlecards for other competitors**?"
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- "Should I **run a full competitive analysis** of the market?"
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- "Want me to **draft customer-facing comparison content** based on this?"
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- "Should I **update the positioning** based on competitive insights?"
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## Notes
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- Battlecards should be updated quarterly — competitors change fast
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- "Landmines" are the most valuable section for sales — teach reps what questions to ask
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- Never trash the competitor in front of the prospect — position on your strengths, not their weaknesses
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- Win/loss data from real deals is worth 10x any analysis — encourage the user to add it
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- Keep it to one page equivalent — sales reps won't read a 10-page document during a call
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