Gross sales groups face intense stress to attraction to at this time’s info-hungry consumers. Over 60 % of all consumers have already carried out their very own analysis in your firm, your merchandise, and your rivals earlier than they even converse to you. Subsequently, gross sales groups have to have the fitting data and knowledge at their fingertips when chatting with potential prospects.
Gross sales battlecards present that important data effectively, serving to gross sales reps shut extra offers. And one approach to produce extra related and highly effective battlecards is by repurposing advertising content material. The advertising group has already carried out the heavy lifting to create the content material and is well-versed within the gross sales funnel, so their work is usually a good place to begin for battlecards.
In the event you’re undecided the place to start out, we’ve written this guidelines that’ll assist you repurpose any content material into highly effective gross sales battlecards—whether or not you do it your self or have the advertising group help. However first, right here’s a fast reminder about what battlecards are.
What are battlecards?
Battlecards are concise compilations evaluating an organization’s merchandise, providers, options, and pricing to 1 or many rivals. They’re a fast reference gross sales enablement software that reps can use when speaking or getting ready to speak to potential prospects. They assist gross sales perceive how their firm positions itself, and the way it compares to the market in essential areas consumers care about, resembling efficiency, worth, and value.
Battlecard codecs range from firm to firm, however they’re sometimes a one-pager stuffed with lists, charts, knowledge, and brief statements that shortly convey worthwhile data. Usually talking, battlecards include the next data:
- Market overviews
- Goal prospects, markets, segments, and alternatives
- Competitor evaluation and comparability
- Buyer- and segment-specific worth propositions
- Solutions to widespread objections
- Success tales illustrated with knowledge and product advantages
The higher the battlecard, the higher the probabilities that gross sales groups will beat the competitors and win extra offers. Getting battlecards proper can imply the distinction between profitable and dropping a deal. And within the B2B market, that could possibly be tons of of 1000’s and even hundreds of thousands of {dollars}.
One approach to enhance the worth of your battlecards whereas decreasing the effort and time it takes to supply them is by repurposing current advertising content material for them. The advertising group has already carried out the majority of the analysis for them and is well-suited to crafting concise and highly effective value-forward copy that’ll assist the gross sales group shut offers. Repurposing additionally frees time on your gross sales group to deal with what they do greatest.
Why advertising is primed to repurpose content material for battlecards
In the present day’s purchaser does quite a lot of studying and analysis earlier than ever speaking to gross sales. In accordance with some numbers, 60 % of consumers favor to speak to gross sales solely after researching their choices and drafting a shortlist. That implies that the advertising group has already been “talking” to consumers earlier than reaching out to gross sales. They’ve been researching the market and rivals, discovering prospects’ obstacles, and studying what to say to persuade them to succeed in out to gross sales. In consequence, entrepreneurs have the abilities to show details and figures into the enterprise advantages that persuade folks.
Plus, they’re already consultants at repurposing content material from one format to a different for content material advertising campaigns. They will use those self same expertise to repurpose content material into helpful battlecards for various gross sales segments, channels, rivals, and extra. Entrepreneurs perceive the gross sales funnel and are used to aligning content material and replica with it, identical to gross sales. So why not leverage this ready-to-use useful resource and its related data for gross sales battlecards?
That can assist you make the transition, we’ve created a guidelines you should utilize when repurposing content material into gross sales battlecards. It’ll streamline the method, align the playing cards with gross sales necessities and targets, and cut back the time to develop them.
A ten-step guidelines to repurpose content material into gross sales battlefront playing cards
- Perceive how your gross sales group sells: Whereas advertising is aware of and understands the gross sales funnel, chances are you’ll not perceive how your organization’s gross sales course of works. Converse with gross sales first to grasp their course of, targets, and strategies. Solely then can you understand how to repurpose content material to fulfill their wants.
- Define the cardboard earlier than repurposing: Since every card is totally different, they’ll have totally different data. An overview will maintain you on monitor as you repurpose and make sure you don’t embody additional data that’s not related.
- Give attention to the success of the prospect/buyer: Perceive what kind of gross sales problem the cardboard is supposed to deal with and embody solely related content material for it. For instance, competitor-specific playing cards ought to solely embody data and knowledge pertinent to that competitor, whereas objection-specific playing cards ought to embody advantages and knowledge related to the objections.
- Preserve them brief: Make certain solely to incorporate the mandatory data wanted for that card. The playing cards are supposed to be a fast reference for reps on a name. So use a lot of bullet factors, charts, lists, graphics, and pictures on the playing cards.
- Use solely up to date content material: Battlecards ought to all the time be in sync with market modifications. When repurposing, make sure to refresh knowledge, stats, and different content material to make sure it’s the most recent and most right data. Speaking about outdated data could cause prospects to lose belief within the gross sales rep and the corporate.
- Analyze the information to offer context: Knowledge with out context can confuse prospects. Battlecards ought to embody knowledge however include a aspect of context and related particulars to clarify why the information’s essential.
- Preserve it conversational: Write the playing cards in your model’s fashion, tone, and voice so gross sales reps can learn straight off the battlecard if they need. Particularly, maintain this recommendation in thoughts when drafting any objection-countering content material and enterprise advantages. Use the identical language, phrases, and phrases that prospects and prospects use to assist them unconsciously align with the gross sales group. Once they’re aligned, it’s simpler to make the sale.
- Write two-sentence success tales: Repurpose revealed case research into brief success tales that gross sales reps can retell. These are highly effective tales for prospects since they typically face related challenges and may image themselves gaining related constructive outcomes.
- Add a number of “golden” questions: Assist gross sales uncover extra about prospect wants and hesitations by together with stable main questions. Often known as “golden” questions, these are open-ended questions that get the prospect speaking and assist them really feel like gross sales has their greatest pursuits at coronary heart. These questions could have impressed the unique advertising content material, to allow them to now be included within the battlecard.
- Make the battlecards straightforward to search out: Battlecards ought to be stored someplace straightforward for gross sales groups to entry.
Whereas the gross sales group could also be liable for the connection with prospects, gross sales is known as a group effort. Advertising and marketing, gross sales, buyer success, and buyer help all have a hand in making certain buyer worth along with your merchandise and transitioning them via the client journey.
Gross sales battlecards are important instruments for changing prospects and leads into prospects, however they don’t need to be solely owned and produced by the gross sales group. Advertising and marketing also can assist repurpose their advertising belongings into related and worthwhile battlecards. Likewise, gross sales also can reuse different gross sales content material into battlecards—with a little bit of assist from this guidelines.
Anybody who creates content material on your firm can use this guidelines to repurpose their work right into a gross sales battlecard. They’ll now know the way to rework the asset into related content material for the gross sales group and higher perceive how gross sales makes use of them. By collaborating throughout groups and enterprise areas, they’ll contribute to total enterprise success and higher perceive how they contribute to it. All as a result of they repurposed some content material right into a battlecard.
