What it contains
- Who they are — position, typical customers, how they present themselves.
- Strengths — where they really are stronger, not to be challenged head-on.
- Weaknesses — where they’re vulnerable, with proof.
- Traps — the questions or topics the competitor uses to put you on the spot.
- If they say… you answer — typical objections and the responses.
- Proof — case studies, data, references.
- What never to say — direct attacks, unverifiable claims.
How to build a useful one
- One page per competitor, readable in two minutes before a call.
- Based on verifiable, dated sources, not on rumors.
- Account-specific when needed: a competitor may already have relationships with that customer.
- Updated when the competitor changes prices, products or messaging.
The most common mistakes
- Badmouthing the competitor. It costs you credibility.
- A two-year-old battlecard. The competitor has changed in the meantime.
- Forgetting the status quo. It’s often the real opponent.
