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<\/a><\/p>\nTable of Contents<\/strong><\/p>\n <\/a> <\/p>\n In case the name didn\u2019t tip you off, frictionless selling is an approach to sales centered around \u2014 you guessed it \u2014 minimizing friction. That means implementing strategies to mitigate the objections, obstacles, complexities, and distractions that threaten to derail deals as they flow through the sales funnel.<\/p>\n The idea is to make the sales process as easy and helpful as possible for the customer, which is why frictionless selling is built around a consultative, collaborative approach instead of a transactional one.<\/p>\n Of course, you\u2019ll never be able to achieve 100% frictionless selling, but the goal here is to remove as many hurdles as possible. By decreasing friction, you multiply the output of your sales reps without demanding more input \u2014 which can have a significant impact on their close rates.<\/p>\n If you\u2019re already sold on frictionless sales, I highly recommend taking a deep dive into HubSpot\u2019s Frictionless Sales Course<\/a> and earning a certification. Otherwise, read on for a quick overview of the three phases of implementation, a few examples from my own experience, and a brief exploration of the benefits.<\/p>\n <\/a> <\/p>\n Whenever I see the word \u201cframework,\u201d I\u2019m ready for things to get overly complicated. Luckily, that\u2019s not the case, according to HubSpot\u2019s frictionless selling framework. What are the phases of the frictionless selling framework? Simple:<\/p>\n Let\u2019s take a closer look at these individual stages and discuss specific tips you can apply in each one.<\/p>\n In many sales teams, reps \u2014 particularly less experienced ones \u2014 struggle to allocate their time in the most efficient way. Without clear strategies, their random and start\/stop outreach is essentially looking for a needle in a haystack.<\/p>\n The best way to remove this type of friction is to help salespeople prioritize their efforts and spend more time selling effectively. How do you do this?<\/p>\n Pro tip:<\/strong> Self-reporting (i.e., getting reps to provide feedback on what activities they spend the most time on) might be an easy option, but it isn\u2019t always the most accurate. In my own experience, boring tasks like updating my CRM feel<\/em> like they take forever, but in reality, it\u2019s a blip.<\/p>\n For more sophisticated insights, get your reps to start using a time tracker app such as HubStaff<\/a>. These kinds of solutions enable your team to track their hours more reliably and improve their time management skills. Armed with good data, you can also quickly step in to troubleshoot unproductive tasks or processes.<\/p>\n Once you\u2019ve enabled your team with the right processes, tools, and technologies, the next step is to align them with your target buyer. The goal here is to reduce friction and make it easy for your buyer to say \u201cyes\u201d to a sale \u2014 or \u201cno\u201d if they\u2019ve been misqualified and aren\u2019t the right fit.<\/p>\n You can do this by:<\/p>\n Pro tip: <\/strong>I would start with the suggestions above, but they\u2019re by no means the finish line. For more ideas on how to align your team with your target buyer, look through old prospect inquiries and identify which ones turned into quality customer relationships.<\/p>\n For instance, if you identify that many prospects have been asking whether your product can be integrated with another solution, there\u2019s clearly a demand for it. Consider having your product teamwork on that integration so that you can provide a better user experience for your customers \u2014 and be able to say \u201cyes\u201d to more high-quality prospects.<\/p>\n According to Burt Lancaster<\/a>, founder and CEO at edtech provider One to One Plus, \u201cWhen our customers told us their schools were increasingly reliant on Google for devices, management, and professional development, we responded by building seamless integrations between our software and Google\u2019s suite of education products.\u201d<\/p>\n According to Lancaster, this approach ensures our clients benefit from a fully connected and efficient solution that maximizes their investment.\u201d<\/p>\n The last stage of frictionless selling involves transforming your team by creating a company culture of learning.<\/p>\n Here, you\u2019ll want to:<\/p>\n Pro tip:<\/strong> If you want to encourage a culture of learning, it can\u2019t be a top-down decree. Get in the trenches and help your reps identify which parts of the sales process are causing hang-ups (literal and figurative), and then work with them to come up with solutions.<\/p>\n If the sales team owns decisions like software investments, they\u2019re more likely to put in the effort necessary to ensure those investments pay off.<\/p>\n <\/a> <\/p>\n The best way to reduce friction in your sales process is to identify the areas that cause delays or leakage in the sales funnel<\/strong>. Once you\u2019ve spotted potential sources of friction, simply prioritize the ones that deliver the most bang for your buck.<\/p>\n Shortly after I started in my current role, I set up a meeting scheduling page. After just one or two occasions going back and forth via email and adding extra days to the sales cycle, I made this a priority. This change would deliver groundbreaking results, but it would deliver positive results in the 15 minutes it took to configure in HubSpot and integrate my Google Calendar. Plus, it was free!<\/p>\n Other improvements simply require your team to adopt sales best practices. Are your reps scheduling follow-up meetings while on the call with a prospect? If not, make this a priority. When I was first starting out in sales, a mentor made this recommendation. I was stunned that I hadn\u2019t thought of it on my own. Don\u2019t take for granted that all your reps know the basics.<\/p>\n As you chip away at the low-hanging fruit, the sources of friction will become more and more complex. Today, our marketing proposals are made pretty much entirely from scratch because we serve lots of different industries, and each client is unique.<\/p>\n As a result, it can take me a few days of back and forth with different specialists on the digital marketing team to deliver a polished and thoughtful proposal. That\u2019s valuable time that should be used to identify and connect with the next prospect. I\u2019m already building templates and investigating dedicated tools like PandaDoc<\/a> to get from proposal to signature in record time.<\/p>\n Because your sales funnel is unique to your own organization and industry, it will have its own points of friction. Maybe you\u2019re selling in the public sector and need to go through certain government hoops to get a signoff, or maybe you\u2019re selling in a space where a single individual has purchasing authority. Regardless, there will be ways to optimize and improve your processes in service of that lofty aspiration, frictionless selling.<\/p>\n <\/a> <\/p>\n I am a strong advocate of this method because of the benefits I\u2019ve personally seen in my own sales career. It\u2019s common sense that salespeople and prospects will be happier with a smoother sales process. Nevertheless, here are a few data-backed reasons to intentionally implement frictionless selling if you\u2019re still on the fence.<\/p>\n With reps spending 70% of their time<\/a> on non-selling tasks, there\u2019s a lot of room to decrease the friction on the seller\u2019s side to increase their efficiency. If you can find the gaps, redundancies, and areas where automation can take over for your team, you will create a more productive sales team.<\/p>\n Overly complex selling processes cause friction and turn prospects away. In fact, over 70% of B2B buyers<\/a> report feeling overwhelmed by the amount of information they receive, the number of reps they talk to, and the various package and pricing options available. If you simplify your sales process, buyers are more likely to follow through, and your conversion rates will improve.<\/p>\n If you provide a frictionless experience, customers are more likely to stick around. We found that 75% of customers<\/a> will continue doing business with a company that provides excellent service \u2014 even after making a mistake.<\/p>\n Not only will your customers stick around, but 75% of them<\/a> will give positive recommendations to others, keeping your funnel full.<\/p>\n Friction during the selling process leads to prospects giving up and lost sales for companies. In fact, it\u2019s estimated that $22 billion<\/a> in revenue is lost each year due to friction. By reducing the friction in your sales cycle, you\u2019ll likely capture more business and increase your revenue.<\/p>\n Frictionless selling operates on this simple equation<\/a>:<\/p>\n\n
What is frictionless selling?<\/strong><\/h2>\n
The Frictionless Selling Framework<\/strong><\/h2>\n
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<\/p>\n1. Enable<\/strong><\/h3>\n
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2. Align<\/strong><\/h3>\n
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3. Transform<\/strong><\/h3>\n
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How to Reduce Friction in Sales<\/strong><\/h2>\n
Why Use the Frictionless Selling <\/strong>Method<\/strong>?<\/strong><\/h2>\n
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<\/p>\nYou\u2019ll build a more efficient sales team.<\/h3>\n
You\u2019ll improve conversion rates.<\/h3>\n
You\u2019ll enhance customer loyalty.<\/h3>\n
You\u2019ll generate more revenue.<\/h3>\n
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