What does it mean to enable in the context of communication?

Enabling in the context of communication refers to addressing the needs of the other person by effectively communicating the relevant features and benefits of what you are offering, particularly in a consultative selling scenario. This approach emphasizes understanding the needs and objectives of the individual being communicated with, allowing the speaker to tailor their message in a way that highlights how their solutions can meet those needs.

In this context, enabling means ensuring that the other person feels supported and understood, guiding them toward a clear understanding of how the benefits of a product or service align with their specific requirements. It fosters an atmosphere of collaboration and support, rather than simply delivering a one-sided message. By focusing on features and their corresponding benefits, the speaker empowers the listener to see the value in what is being presented, which is essential in building rapport and facilitating effective communication.

This means that enabling contrasts sharply with approaches that may marginalize the listener's perspective or overwhelm them with excess information, which could detract from a focused and meaningful dialogue.