Any element in a sales process, from pitch to demo, that doesn't directly align with the customer's pre-existing demand creates "drag," slowing or killing the deal. The solution is not to push harder on the prospect but to re-engineer the sales motion to remove this friction by aligning with their goals.

Many salespeople make themselves the hero of the story, talking nonstop about their company or product. This "Main Character Syndrome" makes prospects feel they're being sold at, not collaborated with. It triggers immediate resistance, causing buyers to tune out, leading to stalled deals and ghosting.

Since communication is overwhelmingly non-verbal (only 6% words), any feeling of desperation from a salesperson is easily detected. This neediness repels buyers because it signals the focus is on the seller's quota, not the buyer's journey, instantly eroding trust and killing the deal.

When a clunky sales process fails, founders often incorrectly conclude their product isn't good enough and retreat to building more features. The real problem is typically the sales motion itself, which isn't aligned with customer demand. This leads to a cycle of building instead of fixing the sales process.

When you feel like you're trying to convince or 'push' a prospect during a sales call, treat it as a critical signal. This feeling indicates a flaw in your process—either you're targeting the wrong people or misinterpreting their demand. Use this to diagnose and fix the root cause.

Complex internal processes like credit applications can kill deals. While salespeople can't change the back-office system, they can act as a concierge for the customer. Proactively guide them, manage expectations, and coordinate between departments to prevent frustration and abandonment.

If prospects seem engaged and agree to follow-ups but then disappear, it's a strong indicator you're "pushing" a solution they don't truly need. In their mind, they don't understand how your product solves their prioritized problem, even if they were polite during the call.

To identify weak points in your sales process, conduct a 'friction audit' by scoring yourself on seven key factors: clarity, speed, effort, progress, packaging, certainty, and reliability. This quick self-assessment reveals whether you are making the buying process easier or more difficult for your customers.

A buyer might have an urgent need but lack the time or energy to complete the purchasing process. Salespeople can accelerate these deals by doing all the 'heavy lifting' and making it ridiculously easy to buy. If the process requires significant effort from a busy buyer, the deal will stall despite their interest.