Competitive enablement is sales enablement with a twist. It focuses specifically on enabling reps to win in competitive deals. That is, deals where your product is in a close-run race with an alternative product. Competitive enablement content focuses on tactfully dismissing competitors to make them appear less viable as alternatives. At the same time, this content aims to present your own product favorably. Usually, this involves recognizing the competitor’s strengths, but explaining why you think these don’t meet the customer’s needs as well as your product can. Or, why you don’t think the problems your competitor’s product solves well are the most pressing problems the market is facing.