Gross sales groups face intense stress to attraction to at this time’s info-hungry patrons. Over 60 p.c of all patrons have already completed their very own analysis in your firm, your merchandise, and your rivals earlier than they even converse to you. Due to this fact, gross sales groups have to have the fitting information and knowledge at their fingertips when talking to potential prospects.
Gross sales battlecards present that important data effectively, serving to gross sales reps shut extra offers. And one technique to produce extra related and highly effective battlecards is by repurposing advertising and marketing content material. The advertising and marketing workforce has already completed the heavy lifting to create the content material and is well-versed within the gross sales funnel, so their work generally is a good place to begin for battlecards.
When you’re unsure the place to begin, we’ve written this guidelines that’ll enable you repurpose any content material into highly effective gross sales battlecards—whether or not you do it your self or have the advertising and marketing workforce 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, companies, options, and pricing to 1 or many rivals. They’re a fast reference gross sales enablement device that reps can use when speaking or making 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 important areas patrons care about, comparable to efficiency, worth, and value.
Battlecard codecs fluctuate from firm to firm, however they’re usually a one-pager full of lists, charts, information, and brief statements that shortly convey invaluable 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 frequent objections
- Success tales illustrated with information and product advantages
The higher the battlecard, the higher the possibilities that gross sales groups will beat the competitors and win extra offers. Getting battlecards proper can imply the distinction between successful and shedding a deal. And within the B2B market, that may very well be lots of of 1000’s and even hundreds of thousands of {dollars}.
One technique to improve the worth of your battlecards whereas lowering the effort and time it takes to supply them is by repurposing present advertising and marketing content material for them. The advertising and marketing workforce has already completed 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 workforce shut offers. Repurposing additionally frees time on your gross sales workforce to deal with what they do greatest.
Why advertising and marketing is primed to repurpose content material for battlecards
As we speak’s purchaser does a whole lot of studying and analysis earlier than ever speaking to gross sales. In accordance with some numbers, 60 p.c of patrons desire to speak to gross sales solely after researching their choices and drafting a shortlist. That implies that the advertising and marketing workforce has already been “talking” to patrons 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 achieve out to gross sales. In consequence, entrepreneurs have the abilities to show information and figures into the enterprise advantages that persuade individuals.
Plus, they’re already specialists at repurposing content material from one format to a different for content material advertising and marketing 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, similar 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 use when repurposing content material into gross sales battlecards. It’ll streamline the method, align the playing cards with gross sales necessities and objectives, and scale 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 workforce sells: Whereas advertising and marketing is aware of and understands the gross sales funnel, it’s possible you’ll not perceive how your organization’s gross sales course of works. Communicate with gross sales first to grasp their course of, objectives, and strategies. Solely then can you understand how to repurpose content material to satisfy their wants.
- Define the cardboard earlier than repurposing: Since every card is totally different, they’ll have totally different data. A top level view will preserve 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 sort of gross sales problem the cardboard is supposed to handle and embody solely related content material for it. For instance, competitor-specific playing cards ought to solely embody data and information pertinent to that competitor, whereas objection-specific playing cards ought to embody advantages and information related to the objections.
- Hold them brief: Make sure 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 numerous 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, you’ll want to refresh information, 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 information however include a aspect of context and related particulars to elucidate why the information’s vital.
- Hold 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, preserve 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 workforce. 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 might 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 strong 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 might have impressed the unique advertising and marketing content material, to allow them to now be included within the battlecard.
- Make the battlecards simple to seek out: Battlecards ought to be saved someplace simple for gross sales groups to entry.
Whereas the gross sales workforce could also be chargeable for the connection with prospects, gross sales is mostly a workforce effort. Advertising, gross sales, buyer success, and buyer assist all have a hand in making certain buyer worth together 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 should be solely owned and produced by the gross sales workforce. Advertising also can assist repurpose their advertising and marketing property into related and invaluable 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 right way to remodel the asset into related content material for the gross sales workforce 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.
