Battlecard Builder

Free tool by AAJ - a competitor battlecard that holds up in front of a buyer

Most battlecards fail the first time a buyer checks one claim. A win point with no proof, a price that changed last quarter, or a line that runs the rival down, and the rep stops trusting the card. This tool builds the card and checks it before anyone uses it. It runs in the browser; nothing entered is sent anywhere, and a draft is kept only in that browser.

Use the tool at aajconsult.com/tools/battlecard-builder.

What goes on the card

Where you win, each point with its proof: a customer result, a demo moment or a fact the buyer can check. Where they win, stated honestly, with what the rep does next when that strength matters less for this buyer. Facts about the competitor, each with its source and the date it was last checked. The objections reps hear, each answered in three steps: acknowledge what is true, reframe, then prove. Reframing questions that let the buyer discover the difference, and the disqualifiers that mean the rival is the better fit and the rep should walk away.

What it checks

The card is marked "Fix before sharing" when a win point has no proof, nothing is admitted about where the rival wins, a fact has no source or was last checked more than 90 days ago, an objection is missing a step, or the language disparages the competitor. It suggests improvements for undated facts, very short answers, unclassified objections, a real blocker with no disqualifier, questions not phrased as questions, and absolute claims such as "always" or "the best". When every fix is done, the card reads "Ready for reps".

Each objection is classified as a real blocker, a misunderstanding or a smokescreen, because each needs a different response. The 90-day window and the minimum answer length are rules of this tool, not industry benchmarks.

The head-to-head record

Enter decided deals won and lost against the competitor from your CRM. The tool shows the win rate with a 90% range around it, so a record built on a handful of deals is read as the rough signal it is. With no record, the card is marked as a hypothesis until there is one.

Take it to the team

Print the card to PDF on one page, copy it as plain text for a sales channel or wiki, or copy the card and its findings as JSON for your own records or systems.

Run this in your agent

The free AAJ agent skill Objection Handling does this job inside a coding agent, on your own data. Install it with npx skills add sarojkjha/aaj-marketing-skills --skill objection-handling.

Using Claude or ChatGPT instead? Add the AAJ engines as a custom connector, with no install: https://aaj-engines-mcp.sarojkjha10.workers.dev/mcp

Frequently asked questions

Why does the card have to say where the rival wins?

Because buyers already know. A card that admits no strengths reads as spin, and the rep loses credibility the first time a buyer knows better. Saying it first, then saying when it matters less, is more persuasive.

Is my data stored or shared?

No. Everything runs in the browser. The draft is saved only in that browser so you can come back to it, and it can be cleared at any time.

Related resources

Win-Loss Analyzer - Win-Loss Analysis Playbook - Positioning Statement Generator - Align sales and marketing - Sales & Pipeline hub - All free tools

A card is a start. Reps win on the conversation.

If the same objections keep costing deals, the fix is usually upstream, in positioning, qualification or proof. See the Growth Audit.