What is competitive enablement

Competitive enablement is a relatively new concept in the world of sales and marketing, but it's quickly gaining traction as a critical element of success for businesses of all sizes. At its core, competitive enablement is the practice of empowering sales teams to be as competitive as possible in their markets, by providing them with the tools, information, and support they need to succeed.

While competitive enablement is closely related to sales enablement, it goes beyond just providing sales teams with the resources they need to close deals. Instead, it takes a more holistic approach, considering the entire sales process and helping teams to stay ahead of the competition at every step.

One key way that competitive enablement differs from sales enablement is in its focus on the competition. While sales enablement is largely concerned with empowering sales teams to be more effective in their own right, competitive enablement is more focused on helping teams to outmaneuver and outperform their competitors. This might involve providing salespeople with access to competitive intelligence, such as information about competitors' products, pricing, and marketing strategies, or equipping them with tools and training to help them stay ahead of the curve.

Another key difference between competitive enablement and sales enablement is the scope of their focus. While sales enablement is primarily concerned with helping sales teams to close deals more effectively, competitive enablement takes a more holistic approach, considering the entire sales process from start to finish. This might involve providing salespeople with support and resources to help them prospect more effectively, build relationships with potential customers, and navigate the complex landscape of the modern B2B buying process.
‍

Read also: Competitive Intelligence for the modern Sales Team

‍

So, how does competitive enablement actually help sales teams to be more competitive in their markets?
‍
There are a few key ways:

A) Providing access to competitive intelligence:
‍As mentioned, competitive enablement often involves providing sales teams with access to information about their competitors' products, pricing, and marketing strategies. This can help salespeople to identify potential weaknesses in their competitors' offerings and position their own products and services in a more favorable light.

B) Equipping salespeople with the right tools and training:
‍Competitive enablement also involves providing sales teams with the tools and training they need to succeed. This might include sales enablement software and platforms, training programs on the latest selling techniques and strategies, or support from experts who can help salespeople to overcome specific challenges.

C) Helping sales teams to build relationships with potential customers:
‍In the B2B world, building strong relationships with potential customers is critical to success. Competitive enablement can help sales teams to do this by providing them with the resources and support they need to connect with prospects, engage with them effectively, and build trust and credibility.

D) Supporting sales teams throughout the sales process:
‍Finally, competitive enablement helps sales teams to stay ahead of the competition by supporting them throughout the entire sales process. This might involve providing them with resources and support to help them identify potential opportunities, craft compelling proposals and presentations, and close deals more effectively.

Overall, competitive enablement is a powerful tool that can help sales teams to be more competitive in their markets and achieve better results. If you're interested in learning more about how competitive enablement can help your business, we encourage you to sign up for our newsletter to stay up-to-date on the latest developments and best practices in this exciting field.

‍

Read also: Developing a Competitive Enablement Program: Strategies and Tactics for Gaining a Competitive Advantage

‍

‍