Creates competitive sales battlecards with objection responses, feature comparisons, and win/loss insights. Use when your team needs to sell against competitors.
Use this skill when you need to:
DO NOT use this skill for general market research, product roadmap planning, or marketing comparison pages. This is for internal sales enablement documents used during live sales conversations.
A BATTLECARD IS A QUICK-REFERENCE WEAPON, NOT A NOVEL — IT MUST ANSWER "WHAT DO I SAY WHEN THE PROSPECT MENTIONS COMPETITOR X?" IN UNDER 10 SECONDS.
| Input | What to Ask | Default |
|---|
| Your product | "What do you sell?" | No default — must be provided |
| Competitor | "Which competitor is this battlecard for?" | No default — must be provided |
| Key differentiators | "What are the top 3 things you do better?" | Will research and recommend |
| Common objections | "What do prospects say when comparing you to this competitor?" | "They're cheaper" / "They're more established" |
| Win/loss data | "When you win against them, why? When you lose, why?" | Anecdotal insights |
| Target buyer | "Who is comparing you to this competitor?" | Decision-makers evaluating both options |
GATE: Confirm the brief before building the battlecard.
## [Your Product] vs. [Competitor] — Sales Battlecard
### Quick Overview
- Competitor positioning (1 sentence)
- Their ideal customer (who they serve best)
- Their weakness (the gap you fill)
### Feature Comparison Matrix
| Feature | You | Competitor | Advantage |
|---------|-----|-----------|-----------|
### Top 3 Differentiators (Your Wins)
1. [Differentiator] — why it matters to the buyer
2. [Differentiator] — why it matters to the buyer
3. [Differentiator] — why it matters to the buyer
### Objection Responses
"[Objection]" → [Response]
### Landmines to Plant
Questions to ask the prospect that expose competitor weaknesses
### When We Lose (and How to Counter)
Scenarios where they win and what to adjust
### Proof Points
Case studies, stats, testimonials that counter their strengths
GATE: Approve the structure before filling in the content.
Build a 6-10 row comparison focused on features that matter to the buyer:
For each objection, use the FEEL-FELT-FOUND framework:
Prospect: "But [Competitor] is cheaper."
Response: "I understand how you feel — price matters, especially when you're growing.
A lot of our customers felt the same way when they first looked at us.
But what they found is that [specific value point] actually saves them
[time/money] in the long run. For example, [client name] switched from
[Competitor] and saw [specific result] within [timeframe]."
Write 3-5 questions that expose competitor weaknesses without trash-talking:
## Questions to Ask Early in the Conversation
1. "How important is [feature you have, they don't] to your workflow?"
2. "Have you evaluated how [specific process] works with their solution?"
3. "What's your expected timeline? [If competitor has long onboarding]"
4. "How do you plan to handle [use case where competitor falls short]?"
## When We Win
- Buyer values [your strength] over [their strength]
- Buyer has [specific use case where you excel]
- Buyer did a hands-on evaluation (your product demos better)
## When We Lose
- Buyer prioritizes price over [your differentiator]
- Buyer already invested in competitor's ecosystem
- Counter: [What to do differently next time]
Battlecards go stale fast. Recommend: