As a professional salesperson (and like it or not, we’re all salespeople), your job is to make things easier — especially the decision to buy. When you boil it all down, good sales execution is about removing friction, obstacles, and confusion from the decisionmaking process.

That’s because making smart purchase decisions is hard. It inflicts change, risk, uncertainty. There are reputations on the line. Careers are advanced, or stalled. There are costs to justify and finance. Alternatives to consider. 

Your job is to help them navigate all of that. As pleasantly and painlessly as possible.

Look for Friction. Then Remove It.

Ask yourself: 

• Where does my customer face difficulty?

• Where can I reduce complexity or hesitation? 

• What information would they need?

• Where can this go wrong for them?

• What would cause them to say Yes? And No?

Basically, what makes the decision process hard, tedious, or unpleasant for your prospect? Now figure out how to remove or reduce those things.

Here are a few ways:

• Have relevant documents and resources ready — clear, concise, and easy to act on.

• Anticipate and answer the questions they’ll ask (and the ones they won’t).

• Explain the process, roles, and risks—then walk them through how to succeed.

• Make your emails crisp, scannable and actionable.

• Help with scheduling, conference links, and logistics, especially if there’s an assistant involved.

These aren’t huge lifts. But they build trust and momentum. And they can easily become habits. 

Don’t Hide the Pain. Address It

You won’t avoid every sales challenge. But you can prepare customers for what’s ahead. Explaining how your customers navigate the decision process, and what they can expect from you (and what responsibilities they have along the way) is critical.

Eliminate surprises. If there are particularly onerous but unavoidable steps along the customer journey, address them. A simple, “I just want to warn you, our contract process can be a bit slow...” reduces anxiety and earns goodwill.

Everyone Wins

Here’s the good news - Done right, removing friction for the customer should also reduce it for you with:

• Fewer delays.

• Better qualifying.

• Fewer objections.

• Faster decisions.

• A better customer experience.

• Stronger relationships.

And once your reputation becomes that of a sales professional who makes things easy, everything goes a little faster, things get a little easier, and your success rate improves.

Effective Sales Is Helping People Decide

That’s all great sales execution really is: Helping people make confident decisions — with less stress, less confusion, and less friction.

You’re not just selling a product. You’re delivering clarity. You’re providing momentum. You’re offering relief from the burden of uncertainty or stasis.

If you can do that, you’re not just a salesperson. Now you’re becoming a problem-solver and trusted partner who your customers will keep coming back to.