Win the competitive deal without trashing anyone.
Lays out where you win, their traps, the landmines to set, the reframes, and the proof behind each.
Inside: The win themes, the traps, the landmines, and the reframes.
Install it in one line, or paste it in.
~/.claude/skills/ and runs automatically when it is relevant.Connect your context. Set it to your motion.
it pulls the buyer's own words and any objections already raised, so the reframes answer what they actually said.
it reads the decision criteria and stage on the deal, so the card is aimed at the criteria that will decide it.
This was built for a B2B SaaS org in a competitive category. Set these to your stack:
Aim the card at the criteria this buyer stated, not at a generic feature war. The skill keeps every claim tied to proof and keeps you from trashing the competitor.
| Set this | What it is | Default / Example |
|---|---|---|
| COMPETITOR set | the named alternatives you face | the categorythe incumbentbuild-it-yourself |
| CRITERIA field | the buyer's decision criteria | Decision_Criteria custom field |
| WIN themes | where you genuinely win | your realprovable strengths |
| PROOF assets | what backs each claim | case snapshotdata pointlive demoreference |
| MEETING source | where objections are captured | your meeting or transcription tool |
| REFRAME set | your answers to their attacks | one per objection you actually hear |
Everything the skill does, in full.
Builds the card you use to win a competitive deal against a named alternative. It lays out where you genuinely win, the traps built into their approach, the landmines you set on this call that surface on the next one, the reframes for when they attack you, and the proof behind every claim. It does all of this without trashing the competitor, because trashing them makes you look scared and makes the buyer defend them.
- 1Where you win, provably
List only the places you genuinely win on the criteria this buyer cares about, each tied to a proof point. A win theme with no proof behind it comes off as a boast and gets tested. If you cannot prove it, it does not go on the card as a strength, it goes on the list of proof to go find.
- 2The traps in their approach
Name the structural weaknesses in the competitor's approach, the trade-offs their design forces, not insults. "Their model requires X, which means Y downstream" is a trap. "They are bad" is noise. Traps are honest and they hold up when the buyer repeats them.
- 3Landmines to set
The landmines are the questions you plant on this call that go off on the next one, when the buyer talks to the competitor. Each is a fair question the buyer should ask anyone, phrased so the honest answer favors you. You are teaching the buyer to evaluate well, not to distrust.
- 4Reframes, not defenses
For each attack the competitor makes on you, write the reframe: acknowledge the point, then move the ground to the criterion that matters more. You do not deny, you reframe. A denied objection grows. A reframed one shrinks.
- 5Never trash the competitor
The whole card runs on one rule: you never disparage them. Trashing a competitor signals fear, makes the buyer defend their own shortlist, and cheapens you. You win by being the clearer, more useful guide to the decision, backed by proof, not by being the loudest critic.
- Every win theme is tied to a proof point, or it moves to the proof-to-find list.
- Traps are structural trade-offs, never insults. Nothing you would be embarrassed to have repeated.
- Landmines are fair questions any buyer should ask, phrased honestly.
- No line disparages the competitor. The unprovable claim is flagged before you say it.
BATTLECARD · illustrative competitive deal · vs. the incumbent category
Where we win (on their stated criteria)
- Faster time to value. Proof: onboarding in days, reference available.
- Fits the existing CRM. Proof: native integration, live in the demo.
Traps in their approach (trade-offs, not insults)
- Their model requires heavy config up front, which delays value for the team.
- Their pricing scales per seat, which punishes the buyer as they grow.
Landmines to set (ask this call, answered next call)
- "How long until your team is live and seeing value?"
- "How does the price change as you add the whole team?"
Reframes (when they attack us)
- "They say we lack feature X." Acknowledge, then move to time-to-value,
the criterion the buyer said matters most.
Proof to go find: our time-to-value claim needs one named reference. Get it.
Where an operator takes this next.
The read is step one. Here's where an operator takes it once the manual version proves out.
You built the read once; now it runs itself.
Point a scheduled Claude task at Gong or Chorus weekly and update the landmines with the objections reps are actually hearing.
Post the latest card version to a dedicated Slack channel per competitor, so it's one click away before a call, not buried in a doc.
Wire this to closed-lost-analysis so every fresh COMPETITOR loss automatically updates the traps and reframes with what really happened.
One skill is the on-ramp.
A single skill does one job. Chained into a playbook, or run as a full build, it becomes a system. Here is where this one plugs in.