# Battlecard · [Us] vs [Alternative] · [Segment] **Owner:** [PMM] **Last updated:** [Date] **Review cadence:** monthly ## When you'll meet them [Deal signals that this alternative is in play] ## Why we win (three points, each with proof) 1. [Point] · Proof: [customer, metric or demo] 2. 3. ## Their pitch, in their words [Summary of how they position, from their own materials] ## Landmines to set (questions that expose real gaps) - "[Question for the buyer]" - ## Objection handling | Objection | Response | Proof | |---|---|---| | | | | ## Quick dismisses - [Misconception] → [one-line correction with source] ## Pricing guidance [How they price, typical discounting, how to position our price] ## Customer proof [References and logos cleared for use] ## Do not say - [Claims we can't prove, including unverified AI or performance claims] - Never disparage the competitor. ## Sources [Each claim's source and verification date]