GUIDE AND TEMPLATE
Win stronger with sales battlecards
How founder-led B2B teams in the Nordics and Europe can build battlecards their sellers will use, with editable templates and a worked example.
Free · A 24-page PDF guide and an editable PowerPoint template deck, sent to your inbox
When a competitor walks into the deal
A prospect mentions, almost in passing, that they are also talking to another supplier. Your seller says something reassuring, then spends the drive back wondering what they should have said.
A battlecard is a short page that tells a seller what is true about a competitor, where you are stronger, where you are not, and what to say next. Most advice on building one is written for the American market. This guide is written for small and mid-sized B2B companies selling in the Nordics and Europe, without a competitive intelligence team, and it covers the Norwegian and EU rules that apply when you talk about a competitor.
What is in it
- What every card carries. The sections found in nearly every published template, and the 2 that decide whether sellers open the card: an honest account of where the competitor wins, and a source and date for every claim.
- Staying on the right side of the law. How Norwegian marketing law and the EU rules on comparative advertising apply to what sellers say and send, with 5 cases from the Norwegian Næringslivets Konkurranseutvalg.
- Gathering intelligence fairly. Which sources are fair to use, which to leave alone, and what the grocery price-hunter case means for collecting competitor prices.
- Keeping cards alive. An owner for every card, a refresh routine that fits a small team, and a way to tell whether the cards are working.
- Choosing tools at your size. When a shared deck and a field in the CRM are enough, and what the dedicated platforms cost.
- The templates. A competitor card over 2 slides, a claims and sources log, objection and “do nothing” cards, a refresh checklist, and a worked example for 2 fictional companies.
Who is it for
Three readers with the same problem and different constraints.
The founder
You still win most competitive deals yourself. The guide helps you write down what you know, so the people you hire can use it.
The sales leader
You own the cards and the results. The guide gives you a format, an owner for each card, a refresh routine and a way to measure whether it works.
The quota carrier
You meet the same competitors month after month. The templates help you prepare, and the claims log keeps what you say factual and checkable.
Facing the same competitor again?
If you would like a second view of your first card, or a conversation about how your team handles competitive deals, I'd be glad to hear from you.