Battlecard – Onboarding
Every organization has its own strategy for improve sales. This is more relevant to startups who have a greater motivation to sell to catch up with their ‘big-boy’ competitors. An effective Battlecard is loaded with tactics on how to sell — it is NOT a feature-by-feature comparison. Battlecard should include single-liner soundbites that your reps can leverage on a call with prospects. It should be easy to absorb by your reps, and helps in uniformity of your sell strategy across the board. ‘This Battlecard is for selling an Onboarding product or service that your organization offers’
Icebreakers
These are a set of infographics, which are visually appealing and easy to understand. It is a conversation starter. Your reps can reel off some statistics revolving around the effect of on-boarding.
Pain Points
You are selling a product or service as you have a lead that your customer is looking for something new. Your customer will typically talk about the problems they have by listing out their pain points. The reps can expect that the customer will list out the ones in the ‘Battlecard’. If the customer lists out one which is not in the Battlecard, it is knowledge to be used to update your Battlecard.
Golden Questions
These are the questions your reps asks the customers. The quality of the questions connects you deeply with your customers. These questions are the ones the customer is expecting in general and maps to their pain points. These are the ‘Deal Making’ questions as it sets the platform perfectly for a sale.
Value proposition
What is it that sets you apart from the rest of the competition? These are listed here that your reps can talk about. The assumption is that you have a competitive product/service and has something that sets you apart. Examples can be cost, visual interface, mobile friendly, etc.,
Offerings
These are the actual features of the product or services that is on offer. This is what you want to sell.
References
List out popular companies that have utilized your services before. List out the marketing material that can be distributed immediately – Brochures, presentation sets, etc., Also, mention the customers who are willing to give a positive reference of your services/product that you can give the customer immediately so that he/she can verify privately.
Target Audience
Who are the persons you should target in the customer organization to effectively sell your product/services to. The sales person should make calls on these persons listed as they are the decision makers and hence have a greater say in finalizing and approving the sale. Similarly you can create other battlecards like the Onboarding battlecard described above.
Check my other battlecards on Project Management and ITSM.
Authored by Vijay Chander – All rights Reserved 2022
