Sales Battle Card – the solution to a compelling storyline for your customers

You may have wondered why some companies have a proverbial red thread in customer communication and why this is not the case with other companies.

The latter speak on their website of one topic, their email automation of the next and again on the phone with the client from a very different topic area.
The result: There is no stringent customer approach so that the potential customer is more confused at the individual touchpoints rather than clarity or depth to create.

On the other hand, the really good companies, together with their team, manage to tell a storyline that runs across the most diverse channels. It is irrelevant whether this is in a social network, on the homepage or in the telephone customer call.
The outcome: as a client, I know very quickly and at every point what this company stands for and how the individual communication measure only brings me a deeper understanding of the company and the product or service.

Sales Battle Card - an overview

Table of Contents

The Sales Battle Card - a simple and powerful tool​

The really good companies, together with their team, manage to tell a storyline that stretches across a variety of channels. It is irrelevant whether this is in a social network, on the homepage or in the telephone customer call.

The result: as a customer, I know very quickly and at every point what this company stands for and how the individual communication measure only brings me deeper understanding of the company and the product or service.

Why do I need a Sales Battle Card?

This card should, like a little cheat sheet, empower your team to read, learn and tell their customers a story that is as straight as possible during a telephone conversation and leads to effective sales. In the best case, it will rapidly shorten your sales cycle.

In almost every other channel of marketing today we rely on data, measuring points and thereby also optimize, e.g. for better conversions. Frequently, however, the telephone customer contact with its sales content is omitted, as far as the measurement and optimization is concerned.
Especially on the phone, one of the most important contact points with potential or existing customers, should not rely solely on our gut feeling.

You want the Sales Battle Card as a functional template?

Sales Battle Card

Who needs the Sales Battle Card?

Companies that have telephone touchpoints with their customers and want the competitive intelligence as the logic next enablement step.
Our customers have already used the Sales Battlecard in the following departments, besides the very obvious sales team and sales reps:

  • Customer Development
  • Marketing
  • Account Management
  • Customer Success
  • Customer Service
  • Product Development / IT

Reps and users of the battlecards in the companies can be team members, for example, from product development or IT in addition to the very obvious customer-oriented departments.
In the best case, every employee in a company should be able to tell a traceable story during a client call (outbound or inbound call).

What users say about the Sales Battlecard Template

The Sales Battlecard has become a valuable resource through several workshops within companies and in Incubators / Accelerators to tease out the strengths of the teams and provide the most important information. That’s what users say about the Battlecard:

The tractionwise "Sales Battlecard" makes you fit for every pitch - whether for customers or the investor.

What is the Sales Battle card?

The battle card has the most minimal needed information for a maximum of output for your whole team. It gives you and your reps with phone customer touchpoints the most important facts at hand. Have a look!

Sales Battle Card Example and Fields

Solution Overview

The solution overview is about presenting the value proposition of your company as crisp as possible and understandable for the customer. Tip: Avoid using difficult technical terms wherever possible.


The target audience is to provide a clear picture and a description of your target persona of your existing customer segments or prospect. You can use our analysis product, the “customer empathy map” for a quick derive. Find maybe the place also to bring your golden questions for better qualifying your market segmentation.

Customer pain

Describe the customer’s pain or need in this area as understandably as possible. This pain points section is either working for b2b buyers as well as for b2c buyer personas and solves as a checklist to show the experience of your rep.

Business Benefit

In this section, you will briefly discuss which (at best) measurable benefits a possible customer has with your solutions or value propositions.

When to engage / when not to engage

This information helps reps and give a competitive intel when he / she should stop interacting with the client or, on the other hand, when he should persist.

Key product features

Here you can point out the core features of your product or service, optionally the ones which in a specific industry show your strenghts the best (derived from your competitive analysis).

Supported Systems

See the supported systems supported by your product here. For example, in a software they offer run here on a specific hardware or operating system.


The Frames section, which you can also prove otherwise, is borrowed from the bestseller “Pitch Anything” and contains the various frames in which you put yourself and your opponent in a situation. You could alternatively add some basic information about your sales process, purchasing with you etc..


In this table you can list the differences between your product or company and your main competitor segments or specific competitors. The contents in this column should be the compressed results of your competitor analysis.


Enter the questions most frequently asked by your clients about your product or solution here. These customer issues will also be an important advance in future customer dialogs to win the competitive battle when anticipating potential questions or even to dispel their doubts. Compared to a consultancy group you should be interested in taking all the intel, analysis and specifics in help to generate your customer’s next best answers and specific propositions.

Customer / case study / reference

Show relevant customers examples, success stories or references of partners from the past or existing clients to show parallels to a potential customer. This strategy will strengthen your proof in selling and help to overcome optional weaknesses.

Pricing and Licensing

Focus and describe briefly and specifically what your pricing model looks like, optionally compared to a specific competitor.

Additional Resources

In this area you’ll find space for additional information where a potential customer can receive even more information (e.g. blog, twitter linkedin) or network with you.

How do I use the Sales Battle Card?

You are welcome to use the free template of the Sales Battle Card for your sales enablement. Subscribe, fill the first version and use it as a live document that should be updated regularly.

Then make it available to your Sales, Marketing, Customer Support, and other parts of the company who might be in touch with customers over the phone. This can be in digital form or as a print for the desk pad.

Get started

We wish you great and successful conversations with prospects, customers, and buyers with the Sales Battle Card. Let us have some feedbacks or updates on how your dialogs with your target customer have changed.

Help reps, product managers you know to recommend this template.


About Me

As a founder and entrepreneur, I experience every day how important customer centricity is for companies.

Integrate the essential customer perspective into your product genesis and marketing processes. That puts horse powers on the street, until it runs.


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