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The Friction Formula

Jan 7, 2025

CRM Strategies

6 min

Dear Business Builder,


Your sales process is leaking revenue.


Not because of weak leads.
Not because of pricing objections.
Not even because of your competitors.


It’s friction.


Every extra step, every delay, every moment of confusion or frustration creates friction—silent deal killers that prevent prospects from moving forward.


Here’s the brutal truth: Most sales teams don’t lose deals because prospects aren’t interested. They lose them because prospects get stuck.


Stuck waiting for follow-ups.
Stuck in overly complex proposals.
Stuck trying to figure out why this solution is better than the others.


The good news? Friction is fixable.


In this articel, we’ll break down the Friction Formula—a framework for identifying and eliminating the obstacles in your sales process that are silently sabotaging your success.

What Is Friction (and Why Does It Matter)?


Friction is any point of resistance or difficulty in your sales process that slows down decision-making or kills momentum.


It’s the reason prospects lose interest, fail to respond, or abandon deals altogether.


Some common forms of friction include:

  • Unclear next steps: The prospect isn’t sure what to do after a call or demo.

  • Overwhelming information: Proposals that drown prospects in details instead of simplifying their decision.

  • Slow response times: Delayed follow-ups that let excitement fade.

  • Unnecessary complexity: Processes that make it harder to say “yes” instead of easier.


Every moment of friction is an opportunity for your prospect to second-guess their decision, get distracted, or move on to someone else.

How Friction Costs You Revenue


Here’s how friction quietly drains your pipeline:


1. It Kills Momentum


Sales is all about momentum. When a prospect is excited and engaged, every step should build on that energy.

But friction—like delays or confusing steps—kills momentum by creating space for doubt and distraction.


2. It Creates Decision Fatigue


Your prospects are already overwhelmed with decisions. Every unnecessary hurdle in your process adds to their cognitive load, making them less likely to act.


3. It Devalues Your Offer


Friction makes your product or service feel harder to implement, less effective, or less worth the effort. Even if your solution is perfect, a clunky process can make it seem like more trouble than it’s worth.


The Friction Formula: How to Identify and Eliminate Sales Obstacles


To fix friction, you first need to find it. Here’s the Friction Formula:


1. Map the Buyer Journey


Start by documenting every step your prospect takes from the first touchpoint to the final decision.


Look for:


  • Unclear transitions: Are your prospects ever left wondering what happens next?

  • Redundant steps: Are you asking for the same information multiple times?

  • Bottlenecks: Are deals consistently stalling at certain stages?


2. Simplify Every Step


Once you’ve mapped the journey, streamline it. Ask yourself:


  • What’s unnecessary? If a step doesn’t add value, remove it.

  • What’s confusing? Make every action clear, simple, and easy to complete.

  • What’s taking too long? Accelerate the process wherever possible.


Pro Tip: Use the "2-Touch Test." For any step in your sales process, prospects should be able to complete it in two interactions or less.


3. Focus on Clarity, Not Complexity


More information doesn’t close deals—clarity does.


Instead of overwhelming your prospects with details, focus on making the decision simple:


  • Highlight the top 2-3 benefits of your solution, tailored to their specific needs.

  • Use visuals, like charts or infographics, to make complex information easier to digest.

  • Eliminate jargon and speak in plain, relatable terms.


4. Tighten Response Times


Time kills deals. The longer it takes you to respond, the more momentum you lose.


  • Immediate follow-ups: Send a recap or action plan within 30 minutes of any call or demo.

  • Clear deadlines: Set firm timelines for the next steps, like “I’ll send this by 2 PM, and let’s connect tomorrow to review.”

  • Proactive outreach: Don’t wait for prospects to reach out—stay ahead of the conversation.


5. Remove Decision Barriers


Every decision your prospect has to make adds friction. Your job is to reduce decision fatigue by making the path forward as obvious as possible.


Here’s how:


  • Fewer Options: Offer 1-2 tailored recommendations instead of a laundry list of choices.

  • Social Proof: Share case studies or testimonials that build confidence.

  • Guided Decisions: Use phrases like “Based on what you’ve shared, this is the best fit for you.”


Real-World Examples of Friction Removal


The Proposal Overhaul


A B2B service company replaced their 10-page proposals with 2-page summaries focused on client-specific ROI. Close rates increased by 20%.


The Fast Follow-Up


A SaaS business implemented same-day follow-ups after every demo, including a quick-win tip personalized to the prospect. Their win rate jumped by 15%.


The Streamlined Pricing


An agency simplified their pricing structure from three tiers to one customized offer. Prospects stopped getting stuck comparing packages, and sales cycles shortened by 30%.

Why Friction-Free Wins Every Time


When you eliminate friction, something incredible happens:


  • Deals Close Faster: Smooth processes maintain momentum and reduce delays.

  • Prospects Feel Valued: A seamless experience makes them feel like working with you will be easy and rewarding.

  • Revenue Increases: With fewer obstacles, more deals move through your pipeline to close.


High-performing sales teams know that every unnecessary step, delay, or confusion is a potential lost deal. By relentlessly removing friction, they create a buyer journey that feels effortless—and wins consistently.

Your Next Move


Ready to fix your sales process and eliminate revenue-draining friction? Here’s what to do:


  1. Audit Your Sales Funnel: Map out every step and identify bottlenecks, delays, and unnecessary complexity.

  2. Simplify Relentlessly: Streamline every stage to make decisions faster and easier for your prospects.

  3. Shorten Response Times: Commit to immediate follow-ups and proactive communication.

  4. Focus on Clarity: Tailor your messaging, proposals, and recommendations to remove confusion and build confidence.


The difference between winning and losing deals often isn’t your product, your pricing, or your pitch—it’s the experience you create.


Remove the friction, and you’ll unlock a whole new level of growth.

Stay sharp,

-DealFuel