⚠️ Want More Sales? Stop Creating Friction!

4 Mar 2025 · 1 min

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1:07

In this segment, the speaker argues that the second key to boosting sales is eliminating friction in the sales process. He illustrates the concept with a personal story: after becoming a licensed auctioneer in 2024, he needed to adopt new auction software separate from his usual real‑estate platform. When he contacted a recommended auction‑software vendor, the onboarding experience was riddled with redundant questions, forced online meetings, and a rigid, step‑by‑step process that ignored the information he had already provided. The speaker’s patience wore thin, leading him to end the call and reject the vendor. The anecdote serves to demonstrate how unnecessary hurdles erode trust and deter potential customers, reinforcing the broader claim that sales increase when businesses streamline interactions and remove obstacles.

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The second way to increase your sales is to reduce friction in the process. And if you want to know what friction looks like, let me give you an example. I became an auctioneer in 2024. Now, of course, I'd been doing charity auctions for a while, but I said, hey, Leigh Thomas Brown, go get the license and then you can auction real estate too. Well, in the process, I had to set up auction software because that's not something that goes with my regular real estate platform. So I started reaching out to the different auction platform companies. The first one that I'd heard about from a friend, highly recommended. Okay, I was already halfway sold because I love the person who sent them to me. So I went to their website and inquired for information, and then it forced me to set up an online meeting. So I set up the online meeting, and when we had the online meeting, the fella on the other end started asking me questions that I already answered in the forms, and my patience was already getting real slim. And I said, all I want to know is how I get going. I'm ready to buy. And he said, that's not how we work. We have steps and steps and steps. So my temper may have flared and I may have hung up the phone and moved along. I would never use somebody who causes friction in the process.