Official skill · Sales

Competitor battlecard

v1.0.2 · Updated 4 November 2026

Builds a one-page battlecard against one rival: when we win and lose, their strengths, landmine questions, what not to say, and an honest comparison. Use it when A named competitor shows up in several open deals.

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When to use it

A named competitor shows up in several open deals
Your battlecard is old or the rival changed pricing or shipped something

What you give it

Competitor name and public info
Your win-loss notes against them
Your own strengths and gaps

What you get

A one-page battlecard with sourced claims, landmine questions, an honest comparison table, and a list of claims still to verify.

How it works

Mark every claim's source Each fact about the rival gets a tag: [site], [pricing page], [review], [win-loss], or [unverified]. Anything a rep heard secondhand is [unverified]. Add the date the info was checked.
Write "when we win" from deals, not features 3 bullets max, each a buyer situation: "Teams under 50 people who need to be live this week". Use win-loss notes first; feature claims only if there are no notes.
Write "when we lose" just as plainly 3 bullets max. If the rival is truly better for a segment, say so and tell the rep to qualify out early.
Name their strengths Their top 3 advantages, each with how the rep should respond. Skipping this leaves the rep unprepared when the buyer raises it.
Write 2 to 3 landmine questions Crayon defines landmines as 2 to 3 high-impact questions that highlight a competitor's gaps; the rep plants one early so the buyer discovers a gap that matters to them: "How will you handle approvals when a manager is out?" A question, not an attack, and (our default) it never names the rival. Each ties to a real, sourced gap.
List what not to say Claims that are false, outdated, or easy for the rival to rebut. "Don't say they have no mobile app; they launched one in March [changelog]."
Build the honest comparison Every "Better" row must be provable; unprovable lines go to the unverified list. 5 to 8 rows the buyer cares about. Use "Better", "Same", "Worse" from your side, with one-line proof. At least one row should say "Worse" if that's true; a card with none loses trust.
Add the 3 objections they'll raise and keep it short Each objection about you gets a response in acknowledge-clarify-respond form (our default), under 40 words. Cut anything a rep can't use on a call; if it runs past one page, drop the comparison to 5 rows first.

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