Using Battle Cards to Sharpen Your Sales Messaging

In this episode of the Kanawha Valley Hustlers podcast I explain how I use battle cards to help businesses refine messaging and support sales teams. I first saw them in the IT industry, where companies gave sales reps concise sheets outlining key talking points, benefits, features, competitive comparisons, and common objections. I don’t like the term because selling isn’t about defeating someone, it’s about helping them solve problems. The process of creating these cards is where the real value is—it forces you to define the problems you solve, identify the emotional benefits for customers, and connect those to the technical features that make them possible. Once those are clear, I compare our offer to competitors, prepare responses to likely objections, and role play with the team to make sure answers sound natural and confident. I stress test messaging with tough scenarios so the team is ready for anything. I keep the cards updated as products, competition, and objections change. The goal is to communicate clearly, consistently, and effectively so prospects see why choosing us is the right solution for their needs.