“Wanna get away?” Most salespeople can identify with those Southwest Airlines commercials that show well-intentioned people stepping into really uncomfortable situations. If you’re a salesperson, you never want to experience that. If you’re in a product marketing role, you want to do everything in your power to keep salespeople out of those situations. A simple sales battle card that helps them navigate any prospect conversation confidently is a great tool. The key to an effective sales battle card: less is more!
The ultimate sales battle card is less about answering every possible product question and more about helping salespeople drive prospect conversations at a consultative business level. In enterprise B2B products and services, most salespeople aren’t expected to be technical product experts. They are however, expected to be proficient at uncovering the business goals and obstacles of each prospect – and knowing exactly how to position their organization’s product/service offerings accordingly with laser-like precision.
Here are five things every sales battle card should include to help salespeople drive a consultative prospect conversation and differentiate your offerings. Your battle card should consume no more than a two-sided sheet of paper (in the analog world).
Five Components of the Ultimate Sales Battle Card
1. A Conversational Tone – Just Like People Say It
That’s what salespeople do! They have a lot of conversations. The content of a sales battle card should be written as a conversation. It’s the key to helping salespeople understand it, internalize it, speak the dialogue from their gut, and know exactly what they’re saying. Anything that has to be memorized detracts from a meaningful business conversation.
2. Insights on the Customer’s Industry – What’s everyone else doing?
In every sales situation, prospects have an expectation, whether they verbalize it or not. Their expectation is that your organization works with a lot of others just like theirs. When salespeople can relate to a prospect’s situation and then add insights based on where the industry is going and why, they become a valuable resource to the prospect. It’s one more thing that can create a stronger preference for your solutions and separate you from the competition.
3. Open-Ended Questions – Without “Leading the Witness”
Conversational questions put prospects at ease. And when they’re at ease, they tell you things that are critical to winning the deal. “So, what’s going on at (company name) and what’s landed in your lap?” It’s one example of a non-threatening way to ask the prospect why they’re investing in solutions like yours and how they impact the organization’s goals.
4. Your Unique Value – Without Making it All About You
How does that work? When a prospect asks, or even when they don’t ask, salespeople have to communicate your unique value. But they have to communicate it in terms of the aspirations of their buyers, and do it conversationally. “Here’s what separates us from all the competition. YOU will get reimbursed at a higher rate and spend less doing it because…WE are the only ones that can…”
Buyers are buying solutions that remove obstacles to their goals. Focus on their goals and use your products/services as the proof points that eliminate the obstacles.
5. Business Scenarios – Without Mentioning Products
When salespeople can articulate common business scenarios using the same vocabulary as their buyers, it builds enormous credibility, and credibility is what ultimately wins the deal in most cases. Use phrases like “let’s say you’re…” and “all you’re trying to do is…” For example, “Let’s say you’re remodeling student classrooms. All you’re trying to do is create an environment that’s more conducive to learning. But it’s hard to do that when students can’t connect their devices to the network, or the professors don’t know how to work the AV equipment.”
If you’re speaking their language, the heads will begin to nod and they’ll finish the scenario for you. The implication is that you can solve the problem well – or you wouldn’t be talking about it.
Have you ever lost a deal where you had the superior products/services? Of course you have. Have you ever won a deal where you had the inferior products/services? Of course you have. The moral of the story: It’s not as much about the products as you think. People still buy from people. Make your salespeople more comfortable having business conversations with prospects, and they’ll win more deals.
If your salespeople aren’t using the tools that you’ve spent hours, days, weeks and months developing, contact Proficientz for a less-is-more approach to creating conversational sales tools that help salespeople win consistently.