Have you ever run out of ideas and arguments while fighting back objections during a demo? Desperately browsing through all your documents to find that winning line has never been an efficient method! Battle cards are the tool that will prevent you from being defeated in an argument.
Battle cards are concise compilations of information about your product, the market, your customers, and your competition. With this feature, you are able to create a wiki that you can use during your web-demo and objections will never throw you off again. These cards can be created upfront, just like your Playbook and Event Types, and can be recalled at any time by simply typing a keyword in the search bar in the bottom right corner.
How to create battle cards
In the Battle Cards section, you can create card decks for all different topics (e.g. Objections, Competitors, FAQs), and within these decks, you can create multiple cards. Also, you may want to create team battle card decks (available for all team members to share knowledge) or personal ones (available only for you).
Before your demo, make sure to have all the necessary information written in your deck. During the demo, all you need to do is type the keyword of your card in the box in the right bottom corner, and the card will automatically pop up.
These cards are only visible for you, so your customer will not see those little helpers and where you find all your information from.
Battle Cards Best Practices
To create effective battle cards, you need to gather information about your customer and every competitor — and not just the stuff posted on their websites, or a three-sentence description of who you think your customer is.
Let’s suppose you are now pitching your product to a new lead. The latter, however, is not sure how you stand out from the competition and starts naming all sorts of competitors. With these notes, you are not to worry: type in the keyword, quickly refresh your mind and easily present all possible arguments that will make you win over the competition.
At Demodesk, we believe that a good framework for creating battle cards should include:
- Marketplace conditions
- Target customers, markets and opportunities
- Product features
- Competitor analysis
- Customer and segment-specific propositions
- Objection management
- Golden questions
- Success stories/benefits
- Additional information
Ready for Battle
As your product changes, new competitors come on the scene and existing competitors change their products or offers, your battle cards will need to change as well. Set your teams up for success by spending some time on battle card creation, and give them the tools to handle questions and objections effectively.