CEOs and sales leaders face increasing challenges due to buying friction, which stifles commercial productivity. Buyers encounter supplier, internal, and environmental obstacles that delay decisions and reduce deal sizes, often leading to "good enough" decisions instead of bold purchases. For organizations to stay ahead in today’s markets, they need new strategies for commercial differentiation.
In this comprehensive report, uncover valuable insights into:
- How buying friction impacts commercial productivity across the customer lifecycle
- The three main sources of buying friction and their effects on decision-making
- Why the go-to-market experience is critical to driving bold purchase decisions
- Key strategies for implementing “Headway Selling” to guide buyers through friction
Read the full report to explore how you can effectively overcome buying friction and drive higher commercial efficiency.
