Crafting Effective Sales Kill Sheets or Battle Cards for Sales Teams

The month of January will soon be over. How did your sales team perform? Are you hitting your sales plan, above plan or falling short? One way we help sales teams increase their close rates and drive more revenue is equipping them with Competitor Profiles sometimes called Kill Sheets and Battle cards.

Sales kill sheets, also known as battle cards or competitor profiles, are essential tools for arming your sales team with the knowledge and strategies needed to outperform competitors and close deals. Creating a well-organized and informative sales kill sheet is crucial in today’s competitive business landscape. In this post, we’ll explore the key steps to help you craft effective sales kill sheets that empower your salesforce.

As a reminder, we can often gather a great deal of competitor insights in conducting Voice of Customer Research.

1. Identify Competitors:

Begin by identifying your main competitors. Understand their strengths, weaknesses, and unique selling propositions. This knowledge forms the foundation of your sales kill sheet.

2. Gather Information:

Collect detailed information about each competitor. This may include product features, pricing, target market, market share, and customer reviews. The goal is to have a comprehensive understanding of what you’re up against. We share their strengths and weaknesses.

3. Highlight Unique Selling Points (USPs):

Clearly outline your product or service’s unique selling points. What makes it stand out? Emphasize these strengths on the sales kill sheet, giving your team the confidence to showcase your offerings. Often sales teams struggle because they have an outdated value proposition that is not resonating with the needs and problems of your buyers today.

4. Address Weaknesses:

Be transparent about your product’s weaknesses, but also provide counterpoints or strategies to overcome them. Equip your sales team with the knowledge to navigate objections and turn potential drawbacks into selling opportunities. In our course on handling customer objections and not trying to overcome them we emphasize clearly understanding your company’s strengths and weaknesses as well as each key competitor.

5. Competitor Analysis:

Conduct a thorough analysis of each competitor. Identify areas where your product outshines theirs and vice versa. Use this information to tailor your sales conversations based on the specific needs and pain points of potential customers.

6. Update Regularly:

The business landscape is dynamic, and competitors may introduce new products or strategies. Regularly update your sales kill sheets / sales battle cards to ensure that your sales team always has the latest and most relevant information. Here we often conduct value proposition audits to ensure what we believe our customers value still holds true.

7. Customization for Different Audiences:

Recognize that different audiences may have varying priorities. Tailor your sales kill sheets for different customer segments, industries, or regions. This customization enhances the relevance and impact of the information provided. Who are your top five decision maker personas? I work a lot with B2B manufacturers, and they often have decision makers with tiles like…Owner, Buyer, Quality, Manufacturing and Operations Manager, or CFO. We must shape our value-based conversations to each persona and what is important to them.

8. Include Competitive Messaging:

Develop succinct and compelling messaging to counteract competitor claims. Provide your sales team with ready-to-use responses to common objections, making it easier for them to navigate conversations with potential customers. These conversations never condemn competitors but are fact based.

9. Training and Implementation:

Ensure that your sales team is well-trained on how to use the sales kill sheets effectively. Host training sessions, role-playing exercises, and provide ongoing support to reinforce the importance of these tools in their sales approach. Just this week I am working with a B2B manufacturing team and developing battle cards and having them practice using them in various common scenarios. Having the battle cards is step one, but we must have sales know where to find them and how and when to use them. The time to practice is in sales training not on customers.

10. Feedback Loop:

Establish a feedback loop to gather insights from the sales team. Regularly solicit feedback on the effectiveness of the sales kill sheets and use this input to make continuous improvements. Voice of Customer research also helps us understand the needs and challenges of our customers today. These insights help our battle cards and kill sheets drive more revenue growth.

Incorporating well-crafted sales kill sheets into your sales strategy empowers your team to navigate competitive landscapes with confidence and precision. By staying informed, addressing weaknesses, and leveraging unique selling points, your salesforce will be well-equipped to win deals and drive business success. Regular updates and a commitment to continuous improvement will ensure that your sales kill sheets remain powerful tools in your sales arsenal.

Does your sales team have Kill Sheets / Battle Cards for each of your top competitors?

Does sales know where to find them?

Has sales been trained how and when to use them?

Do you frequently provide training and practice using your Battle Cards?

When was the last time your Kill Sheets were updated?

Let’s schedule a call if you would like to have Battle Cards/ Kills Sheets based on the market your salespeople sell in today.