Gross sales groups face intense strain to enchantment to in the present day’s info-hungry consumers. Over 60 p.c 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. Due to this fact, gross sales groups must have the correct data 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 approach to produce extra related and highly effective battlecards is by repurposing advertising content material. The advertising staff has already carried out the heavy lifting to create the content material and is well-versed within the gross sales funnel, so their work could be a good start line for battlecards.
If you happen to’re unsure the place to start out, we’ve written this guidelines that’ll provide help to repurpose any content material into highly effective gross sales battlecards—whether or not you do it your self or have the advertising staff 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 instrument 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 crucial areas consumers care about, equivalent to efficiency, worth, and worth.
Battlecard codecs fluctuate from firm to firm, however they’re usually a one-pager stuffed with lists, charts, information, and brief statements that shortly convey useful 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 dropping a deal. And within the B2B market, that may very well be lots of of hundreds and even tens of millions of {dollars}.
One approach to enhance the worth of your battlecards whereas lowering the effort and time it takes to supply them is by repurposing present advertising content material for them. The advertising staff 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 staff shut offers. Repurposing additionally frees time on your gross sales staff to give attention to what they do greatest.
Why advertising is primed to repurpose content material for battlecards
At this time’s purchaser does numerous studying and analysis earlier than ever speaking to gross sales. In response to some numbers, 60 p.c of consumers favor to speak to gross sales solely after researching their choices and drafting a shortlist. That implies that the advertising staff 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 achieve out to gross sales. In consequence, entrepreneurs have the abilities to show information 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 duplicate 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 will help you make the transition, we’ve created a guidelines you need to 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 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 staff sells: Whereas advertising is aware of and understands the gross sales funnel, you might not perceive how your organization’s gross sales course of works. Converse with gross sales first to grasp their course of, objectives, 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. A top level view will hold you on monitor as you repurpose and make sure you don’t embrace further data that’s not related.
- Concentrate on the success of the prospect/buyer: Perceive what sort of gross sales problem the cardboard is supposed to handle and embrace solely related content material for it. For instance, competitor-specific playing cards ought to solely embrace data and information pertinent to that competitor, whereas objection-specific playing cards ought to embrace advantages and information related to the objections.
- Preserve them brief: Make certain solely to incorporate the required data wanted for that card. The playing cards are supposed to be a fast reference for reps on a name. So use a number 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 adjustments. When repurposing, make sure to refresh information, stats, and different content material to make sure it’s the newest and most right data. Speaking about outdated data may cause prospects to lose belief within the gross sales rep and the corporate.
- Analyze the information to supply context: Information with out context can confuse prospects. Battlecards ought to embrace information however include a aspect of context and related particulars to elucidate 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. Specifically, hold 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 staff. 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 optimistic 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 could have impressed the unique advertising content material, to allow them to now be included within the battlecard.
- Make the battlecards simple to seek out: Battlecards needs to be stored someplace simple for gross sales groups to entry.
Whereas the gross sales staff could also be answerable for the connection with prospects, gross sales can be a staff effort. Advertising and marketing, gross sales, buyer success, and buyer help all have a hand in guaranteeing buyer worth together with your merchandise and transitioning them by the shopper 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 staff. Advertising and marketing may assist repurpose their advertising belongings into related and useful battlecards. Likewise, gross sales may 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 rework the asset into related content material for the gross sales staff and higher perceive how gross sales makes use of them. By collaborating throughout groups and enterprise areas, they’ll contribute to general enterprise success and higher perceive how they contribute to it. All as a result of they repurposed some content material right into a battlecard.
