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The first pages of the Head-to-Head Sales Battlecard template

Head-to-Head Sales Battlecard

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
3 · US Letter
Style
Bold
Difficulty
Beginner
Updated
October 30, 2026

Every page (3)

Overview

Reps in a live competitive deal need five facts and five answers, not a forty-slide analysis. This battlecard puts the answer first: win rate, deal size, where you win and where the rival wins, then a ranked list of objections with a short reply for each, an owner and a rating.

The sample is written for Underhill Trading, a fictional supplier, against a fictional rival, Brightmere Supplies. It shows a 48% win rate, an 11% higher list price and a 20% lower three-year cost. Replace the competitor facts with ones you have verified, add your CRM win rate and owner, and keep each reply short enough to say aloud.

Useful for

  • A rep preparing for a call where Brightmere is already on the buyer's shortlist.
  • A sales manager checking that the whole team positions against one rival in the same way.
  • Enablement running a role-play on the five most common objections before a quarter starts.

What's included

  • Answer-first summary with win rate, typical deal value and number of deals compared
  • Four numbered findings that cover where you win and where the competitor wins
  • A walk-away band that says when to stop pursuing a deal
  • Heat map plotting five objections by how often they are heard and how much they matter
  • Objection register with a short response, an owner and a rating for each
  • A make-it-yours guide with five steps for replacing the sample facts

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Replace the competitor name, deal size and pricing facts with verified information, and add the date you checked them.

  3. 3

    Rewrite the findings using what your reps hear in real deals, and add the win rate from your CRM.

  4. 4

    Replace each objection and response with wording from your best rep, then set the owner and the ratings.

  5. 5

    Delete the guide page, then share the card with your sales team.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

Is the content real?

No. Underhill Trading, Brightmere Supplies, the people and every figure are fictional sample content. Replace them with your own verified facts.

How often should a battlecard be updated?

Check it at least once a quarter, and whenever the rival changes its prices. Put the owner and the last-reviewed date at the top so the card does not go stale.

Can I use it for a persona instead of a competitor?

Yes. Replace the competitor facts with the persona's goals and objections, and keep the same layout of findings, objections and responses.

  • #battlecard
  • #sales-enablement
  • #competitive-analysis
  • #google-docs
  • #objection-handling
  • #sales-template

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