Traditional battle cards are costing you deals. While your enablement team spends months creating static competitive guides, your competitors release three new features, leaving your sales team armed with outdated information that buyers can fact-check in seconds.
In this episode of AI-Powered Seller, Jake Dunlap exposes why competitive battle cards are dead and demonstrates his revolutionary AI-powered approach to real-time competitive intelligence that's helping sales teams win 3x more deals against superior products.
Most B2B sales reps rely on generic battle cards when they should be leveraging AI for dynamic competitive positioning. Jake reveals his exact ChatGPT prompt that analyzes competitors in real-time, identifies deal-specific landmines, and provides tactical positioning strategies that traditional sales enablement can't match.
Using a live demonstration with his custom Competitive Intelligence GPT, watch Jake analyze a real competitive scenario between SalesLoft and Gong at Okta, uncovering job postings, integration details, and strategic insights that would never appear in static battle cards.
This competitive intelligence episode covers:
- Why 91% of sales enablement battle cards fail in today's fast-moving market
- The critical difference between knowing features and understanding competitive positioning psychology
- How to identify real-time competitive threats using AI sales tools
- Jake's complete framework for dynamic competitive analysis and deal strategy
- Specific positioning tactics for different competitive scenarios and buyer stages • Warning signs your competition is outmaneuvering you with better information
Every enterprise sales rep, sales manager, and sales enablement professional needs to be running this AI competitive analysis on every deal. The gap between traditional sellers and AI-powered sellers is widening fast - which side will you be on?
📍 Chapters
00:00 Why Battle Cards Are Killing Your Deals
02:27 The Fatal Flaws of Static Competitive Intelligence
05:26 AI-Powered Dynamic Positioning Revolution
08:39 Live Competitive Analysis Demo with ChatGPT
14:24 Real-Time Insights That Beat Traditional Battle Cards
17:34 The Future of Competitive Sales Intelligence
New episodes drop every other Wednesday @ 8 AM CT / 9 AM ET
►Listen and subscribe on all streaming platforms: https://open.spotify.com/show/2YSdOae5YyHNfy6UQd7iIM ►Get Jake's AI Competitive Intelligence GPT: https://community.innovativesellerbook.com/c/welcome-start-here? ►Join the AI-Powered Seller Newsletter: https://bit.ly/ai-powered-seller-newsletter ►Connect with Jake: https://www.linkedin.com/in/jakedunlap/
#AISales #CompetitiveIntelligence #SalesEnablement #B2BSales #ChatGPTforSales #SalesAI #BattleCards #CompetitiveSales #SalesStrategy #B2BSellingTips #SalesProcess #DynamicPositioning #RealTimeIntelligence
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
battle cards are dead .
Enablement teams shouldliterally stop making them right
now, because the day that theypublish, after two or three
months of actually building them, your competition has already
released three new features.
Enablement, then, doesn't havea plan to refresh for a year.
So, my friends, from day one,your team doesn't actually know
(00:26):
how to compete.
Your sales team is losing dealsconsistently to an inferior
product sometimes, and thereason why is because your
competition is positioning basedon what they know, that's, new
information about you versus youpositioning based on old
information.
And that's not all.
It's not just about in 2025,understanding the battle card
(00:50):
and the features and how wedifferentiate.
It's about how do I positionthat for this specific situation
.
And so that, my friends, is thegoal for this episode of AI
powered seller, the future isreal time insights specific to
the deal, with the latest, thegreatest, everything that's up
(01:15):
to date, so you can out positionand out maneuver.
This is, I'm telling you, 10 Xbetter than what exists today.
It's more actionable and it'shigher quality than what I see
99% of reps putting out there.
So let's jump into it.
Today's episode AI PoweredSeller we are going to talk
about competitive battle cardsare dead and how the future is
(01:39):
creating dynamic positioning towin three times more deals.
I am your host, jake Dunlap, asusual, ceo of Scaled,
co-founder of RevOptics, and weget a chance.
We get a chance to work withhundreds and hundreds of
companies every year.
And this concept of the battlecard right, everybody has these
(02:01):
things, these competitive battlecards that sit there and these
competitive like and the salesteam.
Let's be honest.
Can we be honest with ourselves?
Are we really using thesethings?
Well, why aren't we using thesethings?
Well, it's pretty simple.
They're not helpful.
They're not actually telling mehey, in this situation, how
should I outmaneuver somebody?
And so in today's episode,that's what I'm going to get
(02:23):
into.
And so in today's episode,that's what I'm going to get
into.
I'm going to get into how tohave competitive battle card
mindset that is, deal specific.
And so in this episode, we'regoing to cover that.
If you are following on thepodcast thank you so much Make
sure to subscribe so you getupdates on all the latest
episodes.
If you're watching on YouTube,please make sure subscribe.
(02:45):
Like the video.
This one, I think, is gonna besomething anybody watching will
be able to immediately goimplement, and I'm actually in
this one which is really funwe've been doing this more, if
you've been following thepodcast is I've got a mega
prompt for you and a custom GPTthat is gonna let you do what
(03:05):
I'm about to show in literalseconds.
You are going to be able tooutmaneuver every competitive
deal in a matter of seconds withinsights and information that
is probably 10 times better thanwhat you're using today, and
I'm going to show the prompts.
So, if you're on the podcast,maybe hop over to YouTube.
I'll talk through it as welltoo, but it is pretty powerful
(03:25):
stuff.
I'm going to show the prompts.
So, if you're on, if you're onthe podcast, you know, maybe hop
over to YouTube.
I'll talk through it as welltoo, but, uh, it is pretty
powerful stuff.
I'm very excited about it.
So, all right, what's what'sgoing wrong with battle cards
today?
Right, I mentioned this in theintro, but the reality is static
.
Battle cards are outdated themoment they're created.
Um, most enablement, people orpeople that are creating the
(03:47):
battle cards also focus on youknow, might not or may not know,
maybe your product market atteam two.
They don't quite know all thefeature sets.
They know the core features,but look, you and I both know,
you know the tools that weinvested in a year or a year and
a half ago.
They're like, oh yeah, now wecan do these five things.
And so the issue with yourbattle cards being is your sales
(04:09):
team never really knows whatthey're competing against.
And so what happens is it comesto proposal time and your reps
are presenting a proposal andthey know that you might be
using a competitor, a prospectmight be, and they're putting
together a proposal to try tocompetitively differentiate and
they don't realize like, oh no,no, your competition says the
exact same thing.
And for me that is a big areaof opportunity, because if you
(04:36):
don't know who you're competingagainst, obviously you're
competing against no decision to.
I've done a ton of podcastsabout that.
If you don't follow theinnovative seller show, you know
, make sure to follow that.
We talk about more modern salestips there.
But this is, this is theopportunity, is that right now
the, the generic positioning two, that's the other kind of,
that's number two kind of rub isnot only are they outdated and
(05:00):
so you lose deals because youdon't know who you're competing
against, or you're competingagainst features that you didn't
even know they had.
The number two is it's notspecific to the account, right?
Like, look, if I'm competingagainst another consulting firm,
the way that I'm going tocompete against them versus a
small company, a medium companyin this type of tech versus that
(05:24):
type of tech is night and day.
And so the other issue withbattle cards is they're not
adaptable.
They're not adaptable to youknow what we're seeing in the
market.
It actually takes to win deals,and they're too generic.
It's like you're just listingoff these three or four generic
details that are not nuancedenough to where that buyer goes
(05:44):
like, oh man, this person isreally an expert in the space
and I want you guys to thinkabout that.
Knowing the competitivelandscape is is table stakes,
because your job as a seller isto be a consultant to that
company to help them to make theright decision.
And so again, if you are not,if you don't understand the
ecosystem, you don't understandwhat is possible and who's good
(06:09):
at this, who's this, who's mycomplimentary players you can
never truly be a consultativeseller.
And I'm telling you right nowif you fast forward two or three
years from now, if you don'tunderstand the nuances, why
would buyers want to talk to you?
I can get all the features andthe side-by-side comparisons
from ChatGBT.
Right, we're already seeing it.
We've got lots of clients likedude.
We're getting so many leadsfrom LLMs and people actually
(06:30):
doing this comparison, jake,like you're talking about.
So you have to be able to dothis.
You have to be able tounderstand, like for these
specific use cases, how youmight differentiate, you know,
based on what's important tothat.
You know that persona inparticular.
So, as a part of this, what it'sleading to is we're missing the
actual reasons that we'relosing to competitors.
(06:52):
In our mind, we're like okay,we know that they do these
things, you're wrong there.
Okay, we know that we're betterthan them at this, but what you
don't know is like that othertool also integrates into three
other systems and makeseverybody's life easier, and so
you know, you think that they'repicking them for, like core
(07:13):
feature differentiation, butbecause you don't know the other
features, you're also losingdeals to them as well, too.
Right, and I think the abilityyou know kind of.
Last but not least maybe a subbullet to number two is the
inability to adapt positioningin real time in the sales
conversation.
My friends, you can use chatgbt on the call and say, hey,
(07:33):
that's a really great point.
And then you're just sittingthere, you're talking and you're
like, okay, how could Icompetitively differentiate, you
know, from these people?
So that's where we're at today.
So for all my AI powered sellersout there, I'm going to spend
the next you know, 10 plusminutes here talking about the
future, and I'm going to showyou a prompt that you are going
to lose your mind.
(07:53):
You are literally going to go.
I will never look at acompetitive battle card that my
enablement team generates, everagain.
It's literally that good.
Okay, so how AI handles this isit can create real time
monitoring of competitor pricing, features messaging.
It can look for companiesmentioning your competitor as a
(08:18):
part of this right.
The prompt I'm going to show youand again, this was not planned
, this was literally the firsttime that we had kind of tested
it for the podcast Some of theinsights it shows about what the
prospects company is doingoutside of your deal and it can
pull from the news and blogs andother things, is absolutely
(08:39):
amazing.
And so, in order to compete,you need to be able to do two
things One for a lot of you.
We're going to share thisprompt.
We'll put it straight in a linkin the show notes, you'll be
able to access it.
If you're on YouTube, you'regoing to see it in real time too
as a part of it.
So for a lot of you, great,that's gonna be the prompt, but
(08:59):
that's not what true, like bestof best people are doing.
Okay, best of best people, whatthey are doing right now is
they use a competitive analyzer,gpt, and so we're gonna put a
link to it.
We have one that we've built atScaled that literally this
three-minute competitive checkis going to transform the
(09:22):
quality of your conversation.
It literally is bonkers.
So you can prompt that's stepone, or forget that.
Then it'll just say, hey, giveme a link, tell me who the
competitor is.
It'll just say, hey, give me alink, tell me who the competitor
is.
So, without further ado, let meshow you why real-time
competitive insights is just sodang important.
All right, so I'm firing up myscreen here for everybody, and
(09:45):
what I did is I went ahead and Iselected.
It's so funny.
Somebody asked me this LikeJake, why do you always pick
Okta?
And I'm like I don't know, Ijust do as a part of this.
So what I've done here is thisis the following prompt.
So if you're following along,I'm just going to kind of talk
you through it for everybody outthere.
It says I want you to analyzeall available data to provide a
(10:08):
dynamic competitive positioningof statement for Okta.
That's the prospect I'm tryingto sell them sales loft, but
competing against Gong Act as anexpert in competitive
intelligence and deepunderstanding of B2B sales
psychology.
That's key.
Why do buyers move, et cetera.
Then I say provide the followinginsights, and I won't go
(10:29):
through all the bullets, but thefirst one is competitor
presence assessment.
Identify competitors explicitlymentioned by the prospect.
Detect implicit references.
Flag any competitiveterminology.
And so what I didn't put inhere is the version that you all
are going to see in the notessays hey, upload your call
transcript and give meadditional details.
(10:50):
I didn't do that here, but ifyou want to make it even better,
you can do that.
The prompt that we'll sharewill ask you to.
You know you can put in therelike share a call transcript,
share some things that you'renervous about.
For simplicity's sake, I waslike let's just see, if I run it
like this, how good it does.
Next is competitive positioningmap.
Create a positioning matrix ofhow you likely compare on a key
(11:11):
factors.
Identify your competitivestrengths.
Highlight vulnerable areasright, and again, it's doing all
this work for you.
Then, competitive validationpoints Identify proof points
that will neutralize competitiveadvantage.
Highlight uniquedifferentiators.
Suggest customer referencesright.
And then there's a couple morein here Competitive landmines
(11:32):
Ooh, this one is so good.
Wait till you guys see theresult of this one.
Competitive landmines, flagquestions that may expose
competitive weaknesses.
Identify objections competitorsmight be raising about my
solution, right.
Number five competitivestrategy recommendations.
Recommend specific positioningagainst each competitor.
Identify timing for when thisis so big, when you bring up the
(11:54):
competition or how youcompetitively differentiate.
Sometimes you don't even needto bring up the competition can
make a big deal, okay.
Suggest questions thathighlight competitive strengths
right.
Then, last but not least,number six a prospect's likely
evaluation criteria.
I love this one, right.
Based on the company, theindustry, maybe, how they've
historically talked about thetypes of products they're buying
(12:15):
, how are they probablyevaluating us?
And so imagine, plus, if whenyou add call transcripts, you
get first-party data and you getthird-party data, which I think
is huge, then I want you toprovide the analysis in the
following format Give me anexecutive summary, give me the
landscape, give merecommendations.
Give me the landscape.
Give me recommendations.
Give me competitive responsestrategy.
Guys, this might be one of thebest prompts that we have
(12:38):
written, if I'm being honestabout.
We've put out a lot of reallygood ones.
If you want to talk about howyou're going to win deals,
especially if you're in acompetitive space, this is game
changing, your proof point,strategy and, last but not least
, tactical next steps.
All right, let's run this badboy.
Okay, so we ran it.
So it ran for one minute and 31section.
(12:59):
I'm using the ChatGPT-03 model.
I did not use deep research forthis.
I think you could probably usedeep research, like I said, if
you wanna make this better.
The prompt that you're gonnasee also calls out upload
transcripts.
Tell me additional details Forgoing to see.
Also calls out uploadtranscripts.
Tell me additional details.
For simplicity's sake, I waslike let's just run it this way
as a part of it.
So let's check this out, guys.
(13:19):
Gong is deeply embedded in Oktatoday.
Guys, check this.
This is insane, check this out.
A brand new posting for adedicated Gong platform manager
shows not just usage, strategicownership, guys.
This pulled in real time a jobposting from may 5th of this
year.
Guys, imagine if you knew that.
(13:41):
No competitive battle cardsaying hey, literally yesterday
they put up a job title for yourcompetitor, yet octa has
already blessed sales loft.
Sales loft is a pre-approvedblah, blah, blah, blah, blah.
You know SCIM SAML app inOkta's integration network?
Huh, maybe I didn't know that.
Conductor AI Rhythm beat Gongand Gauge on depth.
(14:04):
Oh yeah, hey, we've got a casestudy on that.
Okta's buying basis skewstowards security.
Salesloft can win Winning place.
Salesloft is a revenue workflowlayer that turns Gong's
insights into platform creationreactions rather than rip and
replace.
And what they're saying is lookguys, it seems like they're
pretty deep with Gong, sosuggesting a rip and replace
(14:25):
probably isn't the right piece.
Instead, based on what they'redoing, here's what you should do
Explicit competitor goneSentiment very positive.
Okta's literally talking aboutthem on their website, right.
Alternatives okay.
What about outreach?
Hey, they're also on Okta'sin-app.
And Clary, right, with Groove,they're also literally listed in
(14:46):
Okta.
That seems neutral.
Conversational intelligenceright.
So those are table stakes.
So they're saying, hey, that'snot going to be a big you know
factor.
Again, likely stage that thiscompany is at.
I want you to think about this.
It pulls up likely stage thecompany is at.
It says tool consolidationreview Ops is exploring how to
unify engagement, coaching andforecasting.
(15:06):
Next, it says positioningrecommendation Differentiation
point is rhythm Signal to actionright.
Why it matters is it convertstheir insights into prioritized
tasks and sees 39% to 57%productivity gains over what you
know.
Engage might be able to provideMulti-channel cadence depth
(15:26):
right.
It says that the jobdescription for Gong only talked
about flows as a part of thejob description.
Guys, it's pulling in the jobdescription Valuable Gong areas
to neutralize.
What are they going to talkabout?
Surface level flows versusmature right.
So this is where I want toattack the competition Limited
analytics, our command centerdeal, telemetry right.
(15:49):
Sales off turns coachinginsights your Gong team already
loves into governed,ai-prioritized outbound
workflows, boosting support by40% plus.
Again, this is the type ofstuff you just don't get in
battle cards, guys.
Competitive response strategyGong already does cadences.
Well, yeah, they do, butthey're only 18 months old.
We've had this for over fiveplus years.
(16:09):
Salesloft is already active,certified.
We prefer one vendor.
Salesloft is already active,certified, right, we prefer one
vendor SalesLoft extends Gong.
Customers like LinkedIn runboth insights and execution,
which beats all-in-onecompromises.
Don't claim hey, landmine.
Don't claim better calltranscription.
Seed that ground, avoid deepforecasting debates.
If Clary is in play, this is sogood, right?
(16:33):
And then it goes into proofpoint strategies Again, like
it's highlighting your own casestudies for you.
It's literally pulling this inreal time.
What are some questions thatyou might want to ask them to
uncover?
You know areas of opportunitywhere we can competitively
differentiate.
When to introducedifferentiation?
After confirming pain aroundoutbound scale, but before
(16:54):
technical deep dive, usuallyafter call two, shall our proof
assessments immediately.
As a part of this, again, youmight want to map the gone job
description to what we can do asa part of this, right?
So, guys, I want you to thinkabout this.
Think about this battle cardand again, I didn't even put in
the job title of the person.
That would have made thisstronger If I would have added
(17:16):
call transcripts.
That would have made thisstronger.
My friends, this is the future,not battle cards.
The future is using, you know,our we've got again, we've got
the competitive intelligence GPTthat literally all you gotta do
is give it a link, tell it thecompetitor and tell it the job
title, and then you don't evenhave to memorize this whole
(17:39):
prompt thing.
Guys, this is the opportunityyou are losing deals.
We are getting more and morecompetitive.
We're getting more.
It's more and more difficult tocut through the noise, and so,
in today's day and age, you haveto be able to try to get the
details, the nitty gritty.
I mean the fact that it'sshowing landmines, things to
avoid.
Hey, just so you know, godmight be better than you at this
, so, and they're hiring forthis person.
So therefore, guy, you'reprobably not going to win this
(18:01):
part of the deal, right?
Like?
It's not going to happen.
Like, guys, this is the insightthat you need as an AI powered
seller.
Just think about how this isgoing to transform the quality
of your conversations.
Right?
The future of selling is youneed to always, in every deal,
assume hey, there's gonna becompetition, there's gonna be
people that are involved, and sothat is the future.
(18:24):
The future are these real-timeAI-powered competitive
intelligence.
There's nothing like this thatyour enablement team is going to
produce on a consistent basis,right?
They're not going to be outthere looking for job titles.
They're not going to be lookingout there looking for trends in
the industry points you shouldseed right there.
Instead, they're going to keeptelling you, as a seller, you're
the best at everything.
(18:44):
You're not.
You're really good at a lot ofthings, and if those things are
the things that matters, thenyou'll win more deals, but if,
but, if not, then you're gonnalose deals.
So that's what I got everyone.
That, my friends, is the latestepisode of AI powered seller.
Again, if you're watching onYouTube, make sure you subscribe
to the channel.
I hope you got a ton of value.
Please drop your comments inthere like man.
This was helpful.
(19:05):
Jake, this wasn't that helpful.
I don't think I would use it.
You know, always do that.
Make sure.
If you're listening on the pod,make sure to subscribe.
And every other week, sometimes, we do a little bonus episode.
We are dropping just straightknowledge on how to become an AI
powered seller.
This is the future.
The future isn't AI willreplace you.
It's sellers who know how touse AI that will replace you.
(19:27):
So that's all I got everyone.
Thank you so much for tuning inand we will see you on the next
one.
battle cards are dead .
Enablement teams shouldliterally stop making them right
now, because the day that theypublish, after two or three
months of actually building them, your competition has already
released three new features.
Enablement, then, doesn't havea plan to refresh for a year.
So, my friends, from day one,your team doesn't actually know
(00:26):
how to compete.
Your sales team is losing dealsconsistently to an inferior
product sometimes, and thereason why is because your
competition is positioning basedon what they know, that's, new
information about you versus youpositioning based on old
information.
And that's not all.
It's not just about in 2025,understanding the battle card
(00:50):
and the features and how wedifferentiate.
It's about how do I positionthat for this specific situation
.
And so that, my friends, is thegoal for this episode of AI
powered seller, the future isreal time insights specific to
the deal, with the latest, thegreatest, everything that's up
(01:15):
to date, so you can out positionand out maneuver.
This is, I'm telling you, 10 Xbetter than what exists today.
It's more actionable and it'shigher quality than what I see
99% of reps putting out there.
So let's jump into it.
Today's episode AI PoweredSeller we are going to talk
about competitive battle cardsare dead and how the future is
(01:39):
creating dynamic positioning towin three times more deals.
I am your host, jake Dunlap, asusual, ceo of Scaled,
co-founder of RevOptics, and weget a chance.
We get a chance to work withhundreds and hundreds of
companies every year.
And this concept of the battlecard right, everybody has these
(02:01):
things, these competitive battlecards that sit there and these
competitive like and the salesteam.
Let's be honest.
Can we be honest with ourselves?
Are we really using thesethings?
Well, why aren't we using thesethings?
Well, it's pretty simple.
They're not helpful.
They're not actually telling mehey, in this situation, how
should I outmaneuver somebody?
And so in today's episode,that's what I'm going to get
(02:23):
into.
And so in today's episode,that's what I'm going to get
into.
I'm going to get into how tohave competitive battle card
mindset that is, deal specific.
And so in this episode, we'regoing to cover that.
If you are following on thepodcast thank you so much Make
sure to subscribe so you getupdates on all the latest
episodes.
If you're watching on YouTube,please make sure subscribe.
(02:45):
Like the video.
This one, I think, is gonna besomething anybody watching will
be able to immediately goimplement, and I'm actually in
this one which is really funwe've been doing this more, if
you've been following thepodcast is I've got a mega
prompt for you and a custom GPTthat is gonna let you do what
(03:05):
I'm about to show in literalseconds.
You are going to be able tooutmaneuver every competitive
deal in a matter of seconds withinsights and information that
is probably 10 times better thanwhat you're using today, and
I'm going to show the prompts.
So, if you're on the podcast,maybe hop over to YouTube.
I'll talk through it as welltoo, but it is pretty powerful
(03:25):
stuff.
I'm going to show the prompts.
So, if you're on, if you're onthe podcast, you know, maybe hop
over to YouTube.
I'll talk through it as welltoo, but, uh, it is pretty
powerful stuff.
I'm very excited about it.
So, all right, what's what'sgoing wrong with battle cards
today?
Right, I mentioned this in theintro, but the reality is static
.
Battle cards are outdated themoment they're created.
Um, most enablement, people orpeople that are creating the
(03:47):
battle cards also focus on youknow, might not or may not know,
maybe your product market atteam two.
They don't quite know all thefeature sets.
They know the core features,but look, you and I both know,
you know the tools that weinvested in a year or a year and
a half ago.
They're like, oh yeah, now wecan do these five things.
And so the issue with yourbattle cards being is your sales
(04:09):
team never really knows whatthey're competing against.
And so what happens is it comesto proposal time and your reps
are presenting a proposal andthey know that you might be
using a competitor, a prospectmight be, and they're putting
together a proposal to try tocompetitively differentiate and
they don't realize like, oh no,no, your competition says the
exact same thing.
And for me that is a big areaof opportunity, because if you
(04:36):
don't know who you're competingagainst, obviously you're
competing against no decision to.
I've done a ton of podcastsabout that.
If you don't follow theinnovative seller show, you know
, make sure to follow that.
We talk about more modern salestips there.
But this is, this is theopportunity, is that right now
the, the generic positioning two, that's the other kind of,
that's number two kind of rub isnot only are they outdated and
(05:00):
so you lose deals because youdon't know who you're competing
against, or you're competingagainst features that you didn't
even know they had.
The number two is it's notspecific to the account, right?
Like, look, if I'm competingagainst another consulting firm,
the way that I'm going tocompete against them versus a
small company, a medium companyin this type of tech versus that
(05:24):
type of tech is night and day.
And so the other issue withbattle cards is they're not
adaptable.
They're not adaptable to youknow what we're seeing in the
market.
It actually takes to win deals,and they're too generic.
It's like you're just listingoff these three or four generic
details that are not nuancedenough to where that buyer goes
(05:44):
like, oh man, this person isreally an expert in the space
and I want you guys to thinkabout that.
Knowing the competitivelandscape is is table stakes,
because your job as a seller isto be a consultant to that
company to help them to make theright decision.
And so again, if you are not,if you don't understand the
ecosystem, you don't understandwhat is possible and who's good
(06:09):
at this, who's this, who's mycomplimentary players you can
never truly be a consultativeseller.
And I'm telling you right nowif you fast forward two or three
years from now, if you don'tunderstand the nuances, why
would buyers want to talk to you?
I can get all the features andthe side-by-side comparisons
from ChatGBT.
Right, we're already seeing it.
We've got lots of clients likedude.
We're getting so many leadsfrom LLMs and people actually
(06:30):
doing this comparison, jake,like you're talking about.
So you have to be able to dothis.
You have to be able tounderstand, like for these
specific use cases, how youmight differentiate, you know,
based on what's important tothat.
You know that persona inparticular.
So, as a part of this, what it'sleading to is we're missing the
actual reasons that we'relosing to competitors.
(06:52):
In our mind, we're like okay,we know that they do these
things, you're wrong there.
Okay, we know that we're betterthan them at this, but what you
don't know is like that othertool also integrates into three
other systems and makeseverybody's life easier, and so
you know, you think that they'repicking them for, like core
(07:13):
feature differentiation, butbecause you don't know the other
features, you're also losingdeals to them as well, too.
Right, and I think the abilityyou know kind of.
Last but not least maybe a subbullet to number two is the
inability to adapt positioningin real time in the sales
conversation.
My friends, you can use chatgbt on the call and say, hey,
(07:33):
that's a really great point.
And then you're just sittingthere, you're talking and you're
like, okay, how could Icompetitively differentiate, you
know, from these people?
So that's where we're at today.
So for all my AI powered sellersout there, I'm going to spend
the next you know, 10 plusminutes here talking about the
future, and I'm going to showyou a prompt that you are going
to lose your mind.
(07:53):
You are literally going to go.
I will never look at acompetitive battle card that my
enablement team generates, everagain.
It's literally that good.
Okay, so how AI handles this isit can create real time
monitoring of competitor pricing, features messaging.
It can look for companiesmentioning your competitor as a
(08:18):
part of this right.
The prompt I'm going to show youand again, this was not planned
, this was literally the firsttime that we had kind of tested
it for the podcast Some of theinsights it shows about what the
prospects company is doingoutside of your deal and it can
pull from the news and blogs andother things, is absolutely
(08:39):
amazing.
And so, in order to compete,you need to be able to do two
things One for a lot of you.
We're going to share thisprompt.
We'll put it straight in a linkin the show notes, you'll be
able to access it.
If you're on YouTube, you'regoing to see it in real time too
as a part of it.
So for a lot of you, great,that's gonna be the prompt, but
(08:59):
that's not what true, like bestof best people are doing.
Okay, best of best people, whatthey are doing right now is
they use a competitive analyzer,gpt, and so we're gonna put a
link to it.
We have one that we've built atScaled that literally this
three-minute competitive checkis going to transform the
(09:22):
quality of your conversation.
It literally is bonkers.
So you can prompt that's stepone, or forget that.
Then it'll just say, hey, giveme a link, tell me who the
competitor is.
It'll just say, hey, give me alink, tell me who the competitor
is.
So, without further ado, let meshow you why real-time
competitive insights is just sodang important.
All right, so I'm firing up myscreen here for everybody, and
(09:45):
what I did is I went ahead and Iselected.
It's so funny.
Somebody asked me this LikeJake, why do you always pick
Okta?
And I'm like I don't know, Ijust do as a part of this.
So what I've done here is thisis the following prompt.
So if you're following along,I'm just going to kind of talk
you through it for everybody outthere.
It says I want you to analyzeall available data to provide a
(10:08):
dynamic competitive positioningof statement for Okta.
That's the prospect I'm tryingto sell them sales loft, but
competing against Gong Act as anexpert in competitive
intelligence and deepunderstanding of B2B sales
psychology.
That's key.
Why do buyers move, et cetera.
Then I say provide the followinginsights, and I won't go
(10:29):
through all the bullets, but thefirst one is competitor
presence assessment.
Identify competitors explicitlymentioned by the prospect.
Detect implicit references.
Flag any competitiveterminology.
And so what I didn't put inhere is the version that you all
are going to see in the notessays hey, upload your call
transcript and give meadditional details.
(10:50):
I didn't do that here, but ifyou want to make it even better,
you can do that.
The prompt that we'll sharewill ask you to.
You know you can put in therelike share a call transcript,
share some things that you'renervous about.
For simplicity's sake, I waslike let's just see, if I run it
like this, how good it does.
Next is competitive positioningmap.
Create a positioning matrix ofhow you likely compare on a key
(11:11):
factors.
Identify your competitivestrengths.
Highlight vulnerable areasright, and again, it's doing all
this work for you.
Then, competitive validationpoints Identify proof points
that will neutralize competitiveadvantage.
Highlight uniquedifferentiators.
Suggest customer referencesright.
And then there's a couple morein here Competitive landmines
(11:32):
Ooh, this one is so good.
Wait till you guys see theresult of this one.
Competitive landmines, flagquestions that may expose
competitive weaknesses.
Identify objections competitorsmight be raising about my
solution, right.
Number five competitivestrategy recommendations.
Recommend specific positioningagainst each competitor.
Identify timing for when thisis so big, when you bring up the
(11:54):
competition or how youcompetitively differentiate.
Sometimes you don't even needto bring up the competition can
make a big deal, okay.
Suggest questions thathighlight competitive strengths
right.
Then, last but not least,number six a prospect's likely
evaluation criteria.
I love this one, right.
Based on the company, theindustry, maybe, how they've
historically talked about thetypes of products they're buying
(12:15):
, how are they probablyevaluating us?
And so imagine, plus, if whenyou add call transcripts, you
get first-party data and you getthird-party data, which I think
is huge, then I want you toprovide the analysis in the
following format Give me anexecutive summary, give me the
landscape, give merecommendations.
Give me the landscape.
Give me recommendations.
Give me competitive responsestrategy.
Guys, this might be one of thebest prompts that we have
(12:38):
written, if I'm being honestabout.
We've put out a lot of reallygood ones.
If you want to talk about howyou're going to win deals,
especially if you're in acompetitive space, this is game
changing, your proof point,strategy and, last but not least
, tactical next steps.
All right, let's run this badboy.
Okay, so we ran it.
So it ran for one minute and 31section.
(12:59):
I'm using the ChatGPT-03 model.
I did not use deep research forthis.
I think you could probably usedeep research, like I said, if
you wanna make this better.
The prompt that you're gonnasee also calls out upload
transcripts.
Tell me additional details Forgoing to see.
Also calls out uploadtranscripts.
Tell me additional details.
For simplicity's sake, I waslike let's just run it this way
as a part of it.
So let's check this out, guys.
(13:19):
Gong is deeply embedded in Oktatoday.
Guys, check this.
This is insane, check this out.
A brand new posting for adedicated Gong platform manager
shows not just usage, strategicownership, guys.
This pulled in real time a jobposting from may 5th of this
year.
Guys, imagine if you knew that.
(13:41):
No competitive battle cardsaying hey, literally yesterday
they put up a job title for yourcompetitor, yet octa has
already blessed sales loft.
Sales loft is a pre-approvedblah, blah, blah, blah, blah.
You know SCIM SAML app inOkta's integration network?
Huh, maybe I didn't know that.
Conductor AI Rhythm beat Gongand Gauge on depth.
(14:04):
Oh yeah, hey, we've got a casestudy on that.
Okta's buying basis skewstowards security.
Salesloft can win Winning place.
Salesloft is a revenue workflowlayer that turns Gong's
insights into platform creationreactions rather than rip and
replace.
And what they're saying is lookguys, it seems like they're
pretty deep with Gong, sosuggesting a rip and replace
(14:25):
probably isn't the right piece.
Instead, based on what they'redoing, here's what you should do
Explicit competitor goneSentiment very positive.
Okta's literally talking aboutthem on their website, right.
Alternatives okay.
What about outreach?
Hey, they're also on Okta'sin-app.
And Clary, right, with Groove,they're also literally listed in
(14:46):
Okta.
That seems neutral.
Conversational intelligenceright.
So those are table stakes.
So they're saying, hey, that'snot going to be a big you know
factor.
Again, likely stage that thiscompany is at.
I want you to think about this.
It pulls up likely stage thecompany is at.
It says tool consolidationreview Ops is exploring how to
unify engagement, coaching andforecasting.
(15:06):
Next, it says positioningrecommendation Differentiation
point is rhythm Signal to actionright.
Why it matters is it convertstheir insights into prioritized
tasks and sees 39% to 57%productivity gains over what you
know.
Engage might be able to provideMulti-channel cadence depth
(15:26):
right.
It says that the jobdescription for Gong only talked
about flows as a part of thejob description.
Guys, it's pulling in the jobdescription Valuable Gong areas
to neutralize.
What are they going to talkabout?
Surface level flows versusmature right.
So this is where I want toattack the competition Limited
analytics, our command centerdeal, telemetry right.
(15:49):
Sales off turns coachinginsights your Gong team already
loves into governed,ai-prioritized outbound
workflows, boosting support by40% plus.
Again, this is the type ofstuff you just don't get in
battle cards, guys.
Competitive response strategyGong already does cadences.
Well, yeah, they do, butthey're only 18 months old.
We've had this for over fiveplus years.
(16:09):
Salesloft is already active,certified.
We prefer one vendor.
Salesloft is already active,certified, right, we prefer one
vendor SalesLoft extends Gong.
Customers like LinkedIn runboth insights and execution,
which beats all-in-onecompromises.
Don't claim hey, landmine.
Don't claim better calltranscription.
Seed that ground, avoid deepforecasting debates.
If Clary is in play, this is sogood, right?
(16:33):
And then it goes into proofpoint strategies Again, like
it's highlighting your own casestudies for you.
It's literally pulling this inreal time.
What are some questions thatyou might want to ask them to
uncover?
You know areas of opportunitywhere we can competitively
differentiate.
When to introducedifferentiation?
After confirming pain aroundoutbound scale, but before
(16:54):
technical deep dive, usuallyafter call two, shall our proof
assessments immediately.
As a part of this, again, youmight want to map the gone job
description to what we can do asa part of this, right?
So, guys, I want you to thinkabout this.
Think about this battle cardand again, I didn't even put in
the job title of the person.
That would have made thisstronger If I would have added
(17:16):
call transcripts.
That would have made thisstronger.
My friends, this is the future,not battle cards.
The future is using, you know,our we've got again, we've got
the competitive intelligence GPTthat literally all you gotta do
is give it a link, tell it thecompetitor and tell it the job
title, and then you don't evenhave to memorize this whole
(17:39):
prompt thing.
Guys, this is the opportunityyou are losing deals.
We are getting more and morecompetitive.
We're getting more.
It's more and more difficult tocut through the noise, and so,
in today's day and age, you haveto be able to try to get the
details, the nitty gritty.
I mean the fact that it'sshowing landmines, things to
avoid.
Hey, just so you know, godmight be better than you at this
, so, and they're hiring forthis person.
So therefore, guy, you'reprobably not going to win this
(18:01):
part of the deal, right?
Like?
It's not going to happen.
Like, guys, this is the insightthat you need as an AI powered
seller.
Just think about how this isgoing to transform the quality
of your conversations.
Right?
The future of selling is youneed to always, in every deal,
assume hey, there's gonna becompetition, there's gonna be
people that are involved, and sothat is the future.
(18:24):
The future are these real-timeAI-powered competitive
intelligence.
There's nothing like this thatyour enablement team is going to
produce on a consistent basis,right?
They're not going to be outthere looking for job titles.
They're not going to be lookingout there looking for trends in
the industry points you shouldseed right there.
Instead, they're going to keeptelling you, as a seller, you're
the best at everything.
(18:44):
You're not.
You're really good at a lot ofthings, and if those things are
the things that matters, thenyou'll win more deals, but if,
but, if not, then you're gonnalose deals.
So that's what I got everyone.
That, my friends, is the latestepisode of AI powered seller.
Again, if you're watching onYouTube, make sure you subscribe
to the channel.
I hope you got a ton of value.
Please drop your comments inthere like man.
This was helpful.
(19:05):
Jake, this wasn't that helpful.
I don't think I would use it.
You know, always do that.
Make sure.
If you're listening on the pod,make sure to subscribe.
And every other week, sometimes, we do a little bonus episode.
We are dropping just straightknowledge on how to become an AI
powered seller.
This is the future.
The future isn't AI willreplace you.
It's sellers who know how touse AI that will replace you.
(19:27):
So that's all I got everyone.
Thank you so much for tuning inand we will see you on the next
one.
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