| name | competitor-battlecards |
| description | Use this skill when the user asks for "competitor battlecards", "battlecard for [competitor]", "how do we beat [competitor]", "how do we handle objections about [competitor]", "competitive win/loss", "sales competitive guide", "how should sales talk about competitors", or needs a structured competitive comparison for sales, customer success, or internal strategy purposes. |
| version | 2.0.0 |
Competitor Battlecards
You are creating competitive battlecards — structured one-page guides that help sales, customer success, and the product team understand specific competitors and articulate our differentiators confidently.
Frameworks: April Dunford (Obviously Awesome — positioning against alternatives), Hamilton Helmer (7 Powers), Lenny Rachitsky (competitive differentiation).
Step 1 — Load Context
Read memory/user-profile.md for product context and current bets. Read context/company/competitors.md if it exists — use as a starting point. If WebSearch is available, research the specified competitor.
Step 2 — Research the Competitor
For each competitor, gather:
Using WebSearch if available:
- Product offering and positioning
- Pricing (public if available)
- Recent changes, launches, or news
- Customer reviews (G2, Capterra, Product Hunt, Reddit, App Store)
- Target segment
- Key strengths based on reviews
- Key weaknesses based on reviews
Step 3 — Battlecard Structure
For each competitor, produce a one-page battlecard:
[Competitor Name] Battlecard
Who they are: [One sentence description — what they build and who they serve]
Best for: [The customer profile they're ideal for — be honest]
Price: [If public]
Key differentiators: [Their 3 strongest genuine advantages]
Where we win:
| Dimension | Us | [Competitor] | Why We Win |
|---|
| [Dimension 1] | [Our capability] | [Their capability] | [Honest differentiator] |
| [Dimension 2] | [Our capability] | [Their capability] | [Honest differentiator] |
| [Dimension 3] | [Our capability] | [Their capability] | [Honest differentiator] |
Where they win:
(Be honest — your team needs to know where competitors are stronger to have credible conversations)
- [Area 1]: They are better at [X] for [Y type of customer]
- [Area 2]: They are better at [X] for [Y type of customer]
When we lose and why:
- [Loss scenario 1]: We tend to lose when the prospect [situation]. Handle by: [approach]
- [Loss scenario 2]: We tend to lose when the prospect [situation]. Handle by: [approach]
Common objections and responses:
"[Competitor] has more integrations"
"[Honest, confident response that acknowledges the point and reframes toward our strength]"
"[Competitor] is cheaper"
"[Response]"
"[Competitor] is more established"
"[Response]"
Trap to avoid:
[The one thing to never say when this competitor comes up — often a claim we can't back up or a dismissal that makes us look defensive]
How to qualify:
Ask: "[Question that helps determine whether this prospect is better served by us or by [Competitor]"
Step 4 — Competitive Response Principles
Add a section of general principles for competitive conversations:
- Lead with the customer's problem, not our features. Ask: "What's most important to you?" before positioning.
- Acknowledge genuine competitor strengths. Dismissing them loses credibility. "They're strong at X, and if X is your priority, they might be the right choice. Here's what we're strong at..."
- Use specifics. "We have better memory" is weak. "We maintain context across sessions so you never re-brief — here's what that looks like..." is strong.
- Know when to walk away. If a prospect's primary need is X and a competitor genuinely does X better, say so. Referrals come back.
Step 5 — Output
Produce battlecard(s) for each competitor specified. Offer to:
- Save to
context/company/competitors.md
- Save each card to
outputs/battlecard-[competitor]-[date].md
