Author
By: Guffy Wright
USAN
Value didn’t lose. Friction won.
You’ve lost a deal you should have won. Not on price. Not on product. The value was clear, the trust was real — and still, the decision stalled. No script explained why. You replayed it for weeks and never found the answer.
That stall has a name. And once you can see it, you can remove it.
Every advisor knows the sales process. Most have studied the buying process. Almost none have been trained for the third — the one that decides whether a high-stakes deal actually moves.
