Are You Just Friction With a Friendly Face? An AI Wake Up Call for B2B Sales (Money Monday)

I’m going to ask you a question that might sting a little. As a sales professional, are you just friction with a friendly face? Think about it. A whole lot of salespeople are good people. They’re polite, fun to be around, and are good conversationalists. They are good at building relationships and getting along with people. They’re the type of people that buyers say they like. The problem is, those buyers who say that they like them often don’t buy from them. They stall. Ghost. Go dark and say things like, “Let’s circle back next quarter.” But they don’t pull the trigger on purchases. When push comes to shove, they justify not buying with words like, “We really liked you and thought you had a great presentation, but in the end decided to go in a different direction.” The truth is that they went in that direction not because of the relationship (they truly liked you). Not because your product isn’t competitive or that your solution wasn’t a fit (they were). And not because they thought your intentions were bad (you wanted the best for them) They decided not to do business with you because dealing with you over the course of the buying process was too much work. And by the way, buyers don’t experience your good intentions. They experience your process. So today, I’m going to give you a wake-up call and a fix. Because in the age of AI, people expect seamless, frictionless buying experiences. And they compare you—consciously or not—to the easiest experience they’ve had anywhere. Not just to your competitors. How Salespeople Become Friction for Buyers Let me paint you a picture. A buyer sits through a discovery call. You’re friendly. You build rapport. You ask good questions, and they ask hard questions. You end the call with, “Thank you for your time today. I’ll get with my team and send over answers to your questions.” They say okay, and you end the call. A week goes by, and they don’t hear from you because you moved on to the next thing on your list and forgot to follow up with your team and them. Finally, after a week and a half, they remind you that you haven’t provided any answers to their questions. Embarrassed, you jump on it and send over the answers. But it’s not your best work because you were under the gun and moving too fast. Three days later, you email: “Hey! Just checking in. Wanted to see if I answered your questions.” The buyer is busy. They’ve got a million things going on, and they’re irritated because you didn’t give them the complete answers they were looking for. And now your email is another item piled onto their overflowing plate. They don’t respond. So you send another email: “Bumping this to the top of your inbox.” (Trust me, overwhelmed people just love it when you bump stuff to the top of their inbox.) You create even more irritation. Then you call and leave a voicemail: “Just following up on the answers I sent you.” You’re thinking: I’m being persistent. I’m doing my job. They’re thinking: You made me follow up on you to get the answers I needed, then you failed to give me what I want, and now this is suddenly urgent. From their perspective, no matter how nice you’ve been, you are friction. Your delay slowed down their decision-making process, the conversation was left open-ended, and now all they have are loose ends, and you’re driving them nuts. The Hard Truth About Relationships in the Age of AI Here’s the brutal truth: Relationships are vitally important. Trust matters. But relationships only carry you so far if buying from you isn’t easy or pleasurable. You can be likable and still be a drag. You can be “a great person” and still be the person the buyer avoids—because every step with you along the decision-making process comes with friction. And the thing about friction is that it shows up in small ways that feel normal to you but are exhausting to your buyer. Here are just a few examples: Meetings that end with no decision map or next stepsFollow-up messages that add no new valueSlow answers to simple questionsStakeholders have to push youThe buyer is repeating the same story over and over because you are not listening and taking notesYour failure to follow through when you say you willProposals that are generic marketing documents rather than valuable insight, value bridges, and recommendations AI Just Set the NEW B2B Sales Bar This problem is getting worse right now because of AI. And I don’t mean this in some hypey, “AI is changing everything” way. I mean, AI is retraining buyers. Buyers are being conditioned to expect frictionless experiences: instant answers, clear options, smart recommendations, and smooth paths from questions to answers to decisions. So when they hit your sales process, and it feels like walking through mud, they notice. They may not say it out loud, but their behavior says it for them. They stall faster. They ghost faster. They lose patience faster. This...