如何在销售过程中使用战斗卡[模板]

有时，您领先于竞争对手的价格，功能和客户服务。

其他时候，您不是 - 更好的是，您和您的潜在客户都知道这些缺点。

您要做的最后一件事是在销售过程中误导某人关于您的产品，服务或功能，只是为了激怒您新近获得的客户的期望不佳。这种体验增加了流失率，降低了客户寿命的价值，并创造了一系列负面评论和口口相传的批评，这可能会对您的业务造成不利影响。

最重要的是，销售代表需要精通全部与竞争者有关的事情 - 但是当企业有一个平均25名竞争对手, it’s tough to store all of that necessary information in their minds, especially since competitors and their products are always evolving.

解决方案？Sales Battle Cards。根据Crayon,71% of businesses that use them say they’ve increased their win rates as a result.

Types of Sales Battle Cards

可以将销售战斗卡作为比较oneof your competitors, or as a comparison tomultiplecompetitors. Additionally, some battle cards may be predominantly utilized internally for sales rep reference, while others are beneficial as prospect-facing collateral as comparison sheets.

如果您对应该创建哪种类型的战斗卡感到好奇，请记住：准备好的准备就不会造成伤害，因此我们将浏览如何创建多种类型的战斗卡。

当向潜在客户展示时，一对一的战斗卡进一步进一步，当潜在客户缩小了他们的选择范围，并且需要涉足哪种解决方案是一种解决方案。它们目前也非常适合销售代表，因为它们提供了更深入的细节，了解为什么您的公司比竞争对手更好（或更糟糕的是），以及在哪些方面具体的。bob全站app

在研究阶段，多竞争对手的战斗卡更经常使用，在研究阶段，潜在买家需要大量的信息来蒸馏出来。

How to Create a Sales Battle Card

Let’s walk through how to create your battle cards — including setting you up with免费战斗卡模板。

1.使用战斗卡模板

Download this Template

与其从头开始，不如使用战斗卡模板与竞争对手一起填写业务细节。每当您制作战斗卡时，这不仅可以节省时间，而且还为您为不同的竞争对手创造的每个战斗卡创造了更加一致的品牌体验，并向客户展示。

HubSpot’s Battle Card Templates— one for multi-competitor analysis, one for a profile of one competitor, and another for a side-by-side comparison between you and another company — should save you plenty of time as you build your battle cards.

2. Pick Your Categories

在你的地区,你的产品,或者你的就是ce excel? Conversely, in which ways do your competitors outperform you? You should strategically create a list of topics you want to include on your customer-facing battle cards, such as:

• Cost to consumer
• Value to consumer / ROI
• Features
• 客户支持
• Customization

同样，这些战斗卡应该有说服力，但是诚实。If there’s an area where your competitor is better than you, own it and put an explanation as to why if it’s a one-on-one battle card. Your prospects will appreciate the honesty and have properly set expectations. On the contrary, make sure you don’t put也战斗卡上的许多负面因素。这些仍然是销售抵押品，虽然重要的是要真实，但请确保您的战斗卡在销售周期中不会造成的弊大于利。

Download this Template

When it comes to one-on-one battle cards, your categories can change for each competitor so they reflect the main areas of difference between you. For example, if you’re nearly the same on price with Competitor A, it may not be worth putting "price" on that battle card. However, if you’re a more affordable option compared to Competitor B, you may want to highlight "price" on your battle card with them.

最后，对于竞争对手概述战斗卡，请随时在这里提供更多细节，这对销售代表有所帮助，因为这些卡在内部更常用于外部。您可能需要包括一些快速事实，以供代表快速参考，例如其年收入，定价模型和相关案例研究。

3.选择您的竞争对手

销售代表已经进入了接近阶段 - 只是再次失去了“另一个选项”again— know the names of your top competitors quite well.

列出您的竞争对手，并确定他们在买家旅程的某些阶段出现的频率。从那里，您可以确定竞争对手是否应该得到自己的专用战斗卡，或者应该仅包括在多策略比较卡中。

If the competitor is an endgame threat, that’s where you’ll want to have a detailed, one-on-one battle card ready. If other competitors mostly come up in earlier conversations and don’t pose as much of a threat towards the end of the pipeline, it makes more sense to include them in a multi-competitor battle card (pictured below）。

Download this Template

4. Do Your Research

The last thing you want to do is present a battle card to prospects, only for them to call you out on incorrect information about your competitors.

That’s why we have three words of advice for you —进行研究。

Battle cards should be a team effort across your organization — your sales team knows who your biggest competitors are, your marketing team knows about their brands, reviews, and online presence, and your customer success team knows why you’re losing existing clients to competition.

That said, consider reaching out to representatives to any and all of these areas of your business when building your battle cards:

• Sales
• Sales Enablement
• Marketing
• Competitive Intelligence
• Customer Success

Building these solo? No problem! Aside from conversations with co-workers who know about your competition, consider taking the following steps to help build your battle cards.

• Scour your competitors’ website for objective facts and details.
• Read online review sites for subjective input around topics like value and usability.
• 寻找提到你的竞争对手的s or on social media.
• Reach out to current accounts to see why they chose you over a competitor.

当您在每个关键竞争对手上都有详细的抵押品库时，您将感谢自己的研究工作。这些卡将使您的销售代表的工作变得更加容易，并以您的公司重视的准备，清晰度和组织给潜在客户留下深刻的印象。bob全站app

With all of the information you’ve gathered, you can go ahead and start creating and finalizing your battle cards for use by your sales team.

5. Update Your Content Regularly

Times change. You add more products and features, and so do your competitors.

Building your battle cards should be seen as an ongoing project rather than a one-time task, so make a note to stay up-to-date on your competitors. Revisit the steps outlined in the section above on a regular cadence and update your battle cards as needed to avoid presenting false or outdated information on your competitors to your prospects.

An added benefit of refreshing these battle cards consistently is a more keen eye on your competitors. Keep a lookout for updates that are worth passing over to your product team — they may inform your plans or product roadmaps in the future.

准备战斗

At this point, you should be prepared to create sales battle cards for your top competitors by gathering prudent information and presenting it in a way that will help you win more deals.

Remember, to get started faster, consider usingBattle Card Templatesso you can stay consistent with your documentation and presentation for these imperative pieces of sales collateral.