Friction refers to any obstacle, delay, or source of resistance that slows down or complicates a prospect’s path to taking action.

Common sources of friction are:

• Long or confusing signup forms
• Unclear pricing or hidden fees
• Too many steps in the buying process
• Lack of trust signals (e.g., reviews, security badges)
• Unresponsive sales reps or delayed follow-ups

Friction isn't always bad; some friction is intentional (e.g., qualification steps for enterprise deals), but in most cases, minimizing unnecessary friction leads to a smoother, faster sales journey.