Sales friction occurs when a sales process is:
too long (the line at the grocery store)
too complicated (working with real estate agents)
asks for excessive data (a phone number just to get a guest pass)
doesn’t provide the right info at the right time (no prices)
Not all friction requires sophisticated technology. Firms can curate information, simplifying an otherwise bewildering number of choices. Customers can be offered guarantees, easy cancellation policies, YouTube “how to use” videos or Apple “Genius Bar” support. Frequently asked question support and prompt customer service also can help.
But technology has been routinely used by sales teams for decades.
Sales-oriented applied artificial intelligence apps are one way we can expect to remove friction from the sales process, updating customer relationship records, allowing sales forces to better keep track of how they are spending their time, integrating calendars to schedule meetings, providing personality profiles for composing emails and messages, automating work flow, analyzing sales effectiveness, automating email communications and sales scripts or recording and analyzing sales conversations.