Friction in the buyer’s journey grinds away on deal momentum slowly and silently. I’ve looked at hundreds of sales processes over the years, and I can tell you it’s usually not one big, dramatic reason why people ghost you. 

When a deal dies, it’s more like death by a thousand paper cuts. One nick and it’s not that bad. Two, you can keep things going. But after a while the little things start to mount up and create real problems.

The challenge is most people are creating friction in the buyer’s journey, but have no idea when and where and how.

Today, I bring in Katy Taylor Jacobson to help break down where wedding pros are creating friction unknowingly on their websites and in the sales process. We’ll give you a list of approaches to avoid, so you can stop slowing down deal momentum and get more bookings on your calendar.