How to Use Your Competition to Help You Sell More

The competition. You can’t always beat them, but it certainly feels nice to try. They’re always coming up with new and innovative ideas and forcing your own business to adapt and stay light on your feet. 

But for all the ways in which your own brand outperforms them, they may hold the key to a great strategy for improving your own sales team. If you’re looking for innovative sales enablement content, your competition is the first place to look. Here’s why: 

What is Sales Enablement Content? 

In short, sales enablement content is any content that helps your sales team convert browsers into buyers. It could be, but is not limited to, things like:

  • Blog posts
  • Case studies
  • Comparison charts
  • Ratings and reviews

Generally-speaking, sales enablement content differs from other types of marketing content in that sales enablement content is not generally used in lead generation. It’s instead used in the conversion and closing parts of your sales funnel.

That means anything that lends itself well to painting your product or service as the best fit for the user’s needs, ultimately leading to a sale. 

But where does your competition fit into the puzzle? That’s where a competitive analysis can shed some light on potential types of content you can create. 

Understand Your Customer by Understanding Your Competition

A competitive analysis is an in-depth look at other key players in your market or industry, as well as how they position themselves and what strategies they use to attract clients. 

Doing a competitive analysis will not only help you understand who your competitors are, but where your own product or service fits in. In short, you’ll come away with insightful angles and areas where you can overtake the competition (if any) and own your share of the pie. 

This, in turn, helps you understand your customers better. What are they looking for with regard to your product or service? What do competitors offer them? How do they act on that information? 

And perhaps most importantly, where do you fit in? When you have this information, you’ll be able to move forward on creating sales enablement materials that do a direct apples-to-apples comparison of you and your competitors. 

How Do You Stack Up to Other Leaders in Your Industry? 

In any areas where your service is consistently better, it’s important to stake your claim and dominate that industry so that your competitors can’t get a foothold in it. 

Even if they’ve started to tap into that area, your content, both public-facing and sales-facing, will need to be much better. That means doing the work and the research to stand apart and show with facts, figures and charts how you offer a better option at a better price point with better features. 

Infographics, interviews and list articles in particular do well in any industry! 

When people can glean bite-sized but relevant information and do so quickly, they’re much more likely to continue consuming content from that company. Use this as an opportunity to look at how you compare to the competition and then create content that highlights your key differentiators. 

Get More Help With Your Sales Enablement Strategy 

Doing a competitive analysis and leveraging the information and details that you gather in order to position your business as a better alternative is just the first step. The next step is to create the kinds of content that back up those statements. 

And this is just one of many types of sales enablement strategies you can invest in by working with Workdom. Our senior advertising professionals and marketing experts can guide you toward the right type of sales enablement content for your unique needs. Contact us today to learn more about how we can help you and your sales team perform better with content that converts! 



Disclaimer: This post is for general information purposes only. It does not constitute investment advice or a recommendation or solicitation to buy or sell any investment and should not be used in the evaluation of the merits of making any investment decision. It should not be relied upon for accounting, legal or tax advice or investment recommendations. This post reflects the current opinions of the authors and is not made on behalf of Workdom or its affiliates and does not necessarily reflect the opinions of Workdom, its affiliates or individuals associated with Workdom. The opinions reflected herein are subject to change without being updated.