Let's face it: People are lazy. If you make something hard for them or require significant effort, they simply won't do it.
One of the biggest mistakes salespeople make is creating a buying process that feels like climbing Mount Everest. They wonder why prospects who seemed interested suddenly disappear, not realizing they've built unnecessary barriers between interest and purchase.
During my years as a Hall of Fame sales coach at JP Business Academy, I've seen countless deals die not because of price, competition, or timing – but because buying was just too complicated.
The Principle of Least Effort:
This psychological principle states that people will naturally migrate toward doing things that require the least amount of work. When faced with any decision, humans instinctively choose the path of least resistance.
Your buying process isn't competing against your competitors – it's competing against doing nothing at all.
The Buying Journey Audit:
Walk through your current sales process from your prospect's perspective:
Step 1: They express interest in your solution Step 2: What happens next? Do they need to...
- Fill out lengthy forms?
- Schedule multiple meetings?
- Gather information from various departments?
- Get approval from multiple decision-makers?
- Navigate complex pricing structures?
- Wait weeks for proposals?
Each additional step is a leak in your sales funnel.
The Friction Points That Kill Sales:
Complex Paperwork: Multi-page contracts that require legal review Multiple Meetings: "Let me introduce you to three more people" Unclear Pricing: "It depends on several factors we need to discuss" Lengthy Approval Processes: "This needs to go through our committee" Technical Complications: "You'll need to coordinate with your IT department" Payment Complications: "We only accept wire transfers processed through..."
The Amazon Effect:
Amazon revolutionized commerce with one-click purchasing. They understood that every additional click, form field, or decision point reduces conversion rates.
Your prospects have been conditioned to expect simplicity. When your buying process feels like 1995, but they're living in a one-click world, you lose.
The Easy Buying Blueprint:
Streamline Decision Points: Reduce the number of choices they need to make Simplify Paperwork: Use electronic signatures and pre-filled forms Accelerate Approvals: Help them build internal consensus before formal proposals Clarify Pricing: Provide transparent, easy-to-understand pricing structures Remove Technical Barriers: Handle implementation details on their behalf Offer Multiple Payment Options: Make it easy to say yes financially
The Competitive Advantage:
While your competitors are requiring prospects to jump through hoops, you're removing barriers. Guess who gets the business?
The effort required to buy from you becomes a differentiator.
The Psychology of Ease:
When buying is easy, prospects feel:
- Confident in their decision
- Respected for their time
- Optimistic about the relationship
- Eager to move forward
When buying is complicated, they feel:
- Uncertain about the process
- Frustrated with the effort required
- Worried about future complications
- Tempted to look elsewhere
The Implementation Strategy:
Map Your Current Process: Document every step from interest to purchase Identify Friction Points: Where do prospects typically stall or disappear? Eliminate Unnecessary Steps: What can be removed without compromising quality? Automate What's Possible: Use technology to reduce manual effort Simplify What Remains: Make necessary steps as easy as possible
The Mobile Test:
Can someone complete your buying process on their phone while waiting for coffee? If not, it's probably too complicated for today's buyers.
The Urgency Factor:
Easy buying processes also accelerate decision-making. When prospects can move quickly from interest to purchase, they're less likely to overthink, seek additional opinions, or get distracted by competitors.
The Customer Experience Connection:
A smooth buying process isn't just about closing deals – it sets expectations for the entire customer relationship. If buying is easy, they expect working with you will be easy too.
Your Easy Buying Challenge:
This week, walk through your buying process as if you were the customer. Time how long it takes. Count how many steps are involved. Identify the biggest friction points.
Then eliminate at least one unnecessary complication.
The Bottom Line:
In a world where people can order dinner, book travel, and buy cars with a few taps on their phone, your complex buying process isn't thorough – it's obsolete.
Make buying easy, and watch your close rates soar.
What's the biggest friction point in your current buying process? Share in the comments – let's help each other remove the barriers to success.
Comment HELP if you're losing deals that should have closed and want to learn how to make buying irresistibly easy.
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