# Competitive Battlecard Starter Template

> A fill-in battlecard skeleton so new reps can hold their own on the top 3 competitor objections before they've built their own.

Free template for sales reps. Topic: [Onboarding & Ramp](https://www.peerlab.ai/library/topic/onboarding-ramp/). Published by PeerLab in the [Sales Enablement Resource Library](https://www.peerlab.ai/library/). Source: https://www.peerlab.ai/library/competitive-battlecard-starter-template/

## How to use it

Duplicate the competitor block for each of your top 3 competitors, fill in the brackets with real intel from won/lost deals, and rehearse the objection-response lines out loud before your next call where that competitor might come up.

## What's inside

- Competitor snapshot fields (who they are, segment, where you'll meet them)
- Where we win / where they win, side by side (honest, not one-sided)
- Top 3 verbatim objections about your product + word-for-word responses
- Discovery "traps", questions that expose competitor weakness before it's raised
- Proof points and reference-customer field
- Landmines to avoid saying about the competitor
- Loss-log field to keep the card current after every lost deal

*Duplicate this skeleton once per competitor. Fill in what you know now: a battlecard is never finished, it just gets sharper. Confirm any claims with your enablement lead before using with prospects.*

---

## Competitor: [Name]

### Snapshot
- **Who they are:** [1-2 sentences: what they do, who they target]
- **Typical deal size / segment:** [SMB / Mid-market / Enterprise]
- **Where you'll run into them:** [which deals, which triggers]

### Where we win
- [Differentiator 1: be specific, not "better support"]
- [Differentiator 2]
- [Differentiator 3]

### Where they win (be honest: reps lose credibility fast if this list is empty)
- [Their genuine strength 1]
- [Their genuine strength 2]

### Top 3 objections you'll hear about us: and how to respond

**Objection 1:** "[Verbatim objection, e.g., 'Competitor X is cheaper']"
**Response:** "[Word-for-word response: acknowledge, reframe, evidence]"

**Objection 2:** "[Verbatim objection, e.g., 'Competitor X has been around longer']"
**Response:** "[Word-for-word response]"

**Objection 3:** "[Verbatim objection, e.g., 'Competitor X already integrates with our stack']"
**Response:** "[Word-for-word response]"

### Traps to set (discovery questions that expose their weakness: ask BEFORE they bring up the competitor)
- "[Question 1: surfaces a gap you know they have]"
- "[Question 2]"
- "[Question 3]"

### Proof points to use
- Case study: [Company/name]: [one-line result]
- Stat: [number + source]
- Reference customer available: [yes/no: who to ask]

### Landmines to avoid
- Don't say: "[claim that's untrue or unprovable]"
- Don't disparage [specific thing]: it makes us look insecure, not confident.

### If you lose to them, log why here
- [Deal name / date], reason lost: [detail]

---

## Instructions
1. Copy the block above 3 times, once per top competitor.
2. Fill in "Where they win" honestly, a battlecard with no competitor strengths gets ignored by reps who've actually lost a deal to them.
3. Update the "If you lose" log every time, this section should never stay empty for long; it's how the card stays current.
4. Bring this into your next 1:1 or team call review and workshop the objection responses out loud before using them live.