Claude skill · Sales calls
Sales battlecard: how to win against each competitor, from real deals
Sales battlecard builds one page per competitor from your own won and lost deals and dated public sources: why buyers pick them, why they pick you, three fair landmine questions, answers to the top objections, and proof.
Claude Code/plugin marketplace add revops-lab/agents/plugin install meetings@revopslab
What does Sales battlecard do?Sales battlecard builds one page per competitor from your own won and lost deals and dated public sources: why buyers pick them, why they pick you, three fair landmine questions, answers to the top objections, and proof. Honest about their strengths, so sellers trust it.
What you get
- Why buyers pick them and why they pick you, with evidence
- Three landmine questions
- Top five objections with answers
- Proof, pricing notes and what not to say
What it asks you
Only what your website, CRM and company context cannot answer.
- Which competitor, and in which segment?
- Do you have notes from deals lost to them?
The method
Alternatives, including doing nothing
April Dunford’s positioning starts from what buyers would use instead, and the JOLT research shows "no decision" often beats every competitor. The card covers both, built from buyer quotes, not the rival’s website.
The research behind it: The JOLT Effect, Positioning from alternatives (Obviously Awesome)Example: what Sales battlecard gives you
VerdictMet in 1 of 4 mid-market deals. Strong on breadth, weak on time to value.
| Part | What the card says |
|---|---|
| Why buyers pick them | One vendor for everything, and IT already knows them. Said in 3 of 7 losses this year. |
| Why buyers pick you | Live in three weeks, run by the ops team. Quoted in 4 of 9 wins. |
| Landmine question | “How long did your last suite rollout take, and who did the work?” |
| Objection | “You are smaller than SuiteCo.” Acknowledge it, show two customers live in under a month, then ask what a slow rollout would cost them this year. |
| Proof | Two customers who switched from SuiteCo, with the result and the date. |
| What not to say | Never call their product outdated. Buyers who chose it hear an insult. |
Fictional competitor and numbers. Your card is built from your own won and lost deals, every claim dated.
Reads these HubSpot fields
The skill names each field and its internal name, and checks them with HubSpot first. It proposes before it writes anything.
- Closed won reason
- Closed lost reason
- Your competitor field, if any
Questions people ask
What is a sales battlecard?
A one-page guide for sellers on how to win against one competitor: when you meet them, why buyers pick them, why buyers pick you, questions that expose real gaps, answers to the usual objections, and proof. Good cards are honest about the competitor’s strengths.
What should a battlecard include?
When you meet the competitor, why buyers choose them and you (with evidence from real deals), three landmine questions, the top five objections with answers, proof against them, dated pricing notes, what not to say, and the sources with a last-updated date.
How often should you update a battlecard?
After every deal won or lost against that competitor, and a full check every quarter. Date every claim: an old price or feature gap that is no longer true costs sellers the buyer’s trust.