Reduce Friction, Increase Sales

"Your goal should be to remove as much friction as possible from your sales process. Friction is anything that prevents the customer buying from you. Smart business owners know the secret to success is not to make it easier for the seller, but to make it easier for the buyer."

Adapted from the best selling business book, Waiting for Your Cat to Bark, by Bryan & Jeff Eisenberg. Chapter 3, page 21, Friction and Customer Experience.