Sales Competitor Battlecard — [Competitor name]

Last reviewed: [Date] Owner: [Name / team] Use when: [Competitor] is in the deal

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Competitor overview

[Two lines: who they are, who they sell to, and how they usually show up in your deals — incumbent, low-cost option, feature-rich challenger, etc.]

Where they win (be honest)

• [Real strength 1 — and why a buyer values it]
• [Real strength 2]
• [Real strength 3]

Where they lose

• [Genuine weakness 1 — tied to a buyer outcome they care about]
• [Genuine weakness 2]
• [Genuine weakness 3]

How we win / our differentiators

State each as a buyer outcome, not a feature name.

• [Differentiator 1] — [the outcome the buyer gets that the competitor cannot match]
• [Differentiator 2] — [outcome]
• [Differentiator 3] — [outcome]

Traps / landmines to set

Plant these early so the buyer evaluates on ground where you are strong.

• [Criterion or requirement to get into the buyer's shortlist that favours you]
• [Topic to raise in discovery that surfaces the competitor's weakness naturally]
• [Reference or proof point to offer that the competitor cannot match]

Objection -> response

What the buyer says (in the competitor's favour)	Your response
[Objection 1]	[Calm, truthful, repeatable response]
[Objection 2]	[Response]
[Objection 3]	[Response]

Trap questions to suggest the buyer asks them

Questions where the competitor's honest answer works against them.

• "[Question 1]"
• "[Question 2]"
• "[Question 3]"

Pricing posture

[How the competitor prices, where they are vulnerable on price or value, and your recommended stance. Avoid a default price war — sell the outcome.]

Proof points

• [A relevant switch story, win-back, or metric that lands against this competitor]