There are three types of friction in sales that are costing you business.
In this brief segment, the speaker reframes sales thinking by asserting that value never loses; instead, friction wins. He argues that every stalled or important business decision stems from three specific frictions: lack of clarity, lack of safety, and misalignment. By inverting these frictions—turning them into clarity, safety, and direction—salespeople can create the optimal conditions for a decision to be made, thereby reducing lost business.
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