The '9 Frictions of Resistance' Explained

The science of influencing
decision making

Guide consumers towards choosing your solution by easing their concerns. The '9 frictions of resistance' are the psychological barriers preveting them from taking action. By addressing these barriers in a clear and concise manner, your company becomes more attractive to potential customers.

Below, we'll introduce you to the 9 Frictions - a proven framework we've crafted and utilised over the years to consistently create remarkable upswings in marketing and sales effectiveness.

1. Product Performance

Does the product wholly satisfy the customers’ needs?

Focus on the customer’s problems

The most effective web pages prioritise the customer, demonstrating a deep understanding of the problems they seek to solve. Instead of merely listing features, the emphasis should be on showcasing the transformative outcomes our offerings deliver. Unfortunately, many websites unintentionally make this mistake, leaving customers unsure if their specific needs and desires will be genuinely fulfilled.

Targeted directly at the customer

Imagine reading a page and feeling it was written just for you. That's the power of targeted content. By showcasing a profound grasp of our customers' struggles and desires, we build unshakeable trust. It convinces them that our product or service is not just any solution, but the solution crafted meticulously for their specific needs.

  • Talks to the problems of the customer and how it solves them
  • Expresses deep understanding and empathy towards your customers
  • Clearly demonstrates how all your customers problems are solved

2. Demonstrating Expertise

Easing the mind's 'fight or flight' instinct.

Create comfort in your customers mind, and they will more easily proceed to take action to become a lead or complete a purchase on your website. Consumers naturally seek to minimise risks, and purchasing from experts provides that assurance. Just as humans rely on face-to-face interactions and emotions to judge trustworthiness, the online realm follows a similar principle. Unfortunately, this crucial step is often overlooked.

When consumers face choices, their primal fight or flight instinct activates, safeguarding them from potential risks. However, by showcasing your expertise through years of experience, detailed information, and successful track records with similar clients, you create a reassuring environment that counteracts this instinctual response. Demonstrating your competence and capability assures consumers that they are in safe hands, fostering a calm state of mind that empowers them to make well-informed choices with confidence and peace of mind.

3. Product Durability

Lasting value amid changing business situations

Persuade your customers that your product will consistently deliver benefits, adapting to their evolving needs and situations. By showcasing the adaptability and flexibility of the product or service, customers are assured that their investment will continue to yield benefits regardless of shifts in their business environment.

Whether it's through scalable features, ongoing support, or seamless upgrades, emphasising the enduring value ensures customer confidence and satisfaction in the company's solution. Customers are more likely to choose a reliable partner that can cater to their evolving requirements, providing peace of mind for the future.

  • Showcase how the customer will continue to generate value & benefit long-term
  • Explain scalability or how the product/service can be adapted as required
  • Demonstrate the long-term value a company will directly or indirectly receive

4. Product Pricing

The importance of
displaying pricing examples

The case for pricing

Providing consumers with a clear price or reference point is vital in facilitating the decision-making process. In usability studies, frustration arises when sites lack visible prices, leading to potential customers leaving. The brain wants to feel in control, and having a price range is a critical component.

Clever solutions to satisfy customer desires

There are creative ways to satisfy customers' desire for pricing without explicitly listing it. Some B2B companies find it challenging to explain, but solutions exist. For instance, offering comparisons to what similar companies spent provides a useful reference point. This approach safeguards your chances of attracting the target customer by avoiding incorrect information from third-party sites that could potentially devastate their interest.

5. Production Capacity

Showcase authenticity and service/product capabilities

Productive confidence

Demonstrate your 'production capacity' to address customers' crucial concerns about delivery assurance and quantity fulfilment. Potential buyers want to know if you can deliver as promised, whether it involves multiple items or complex purchases.

The power of certainty

Certainty in a selected supplier's ability to deliver is essential, especially for high-stakes decisions made personally or for the company. Buyers seek assurance that the choice will lead to favourable outcomes, ensuring confidence and peace of mind in their decision-making process.

Timeliness (our next friction) is closely related, and a vital factor influencing purchasing decisions.

  • Transparency of process is a key determination in putting decision-makers at ease
  • In high-involvement decisions, certainty of delivery dates is critical
  • The feeling of ‘control’ is a powerful psychological motivator

6. Timely Delivery

Deliver your service on time and on budget

Transparent timelines and detailed explanations

To install confidence in your ability to deliver, utilise timelines, flow diagrams, case studies, and comprehensive process explanations. These solutions provide customers with a clear understanding of your operational efficiency and capability. By showcasing your organised approach and proven track record, you assure customers that their expectations will be met, fostering trust and increasing their willingness to make a purchase.

7. Showcase Similar Clients

Boost relevancy and reduce perceived risk

Similar client success

Case studies and examples are 10 times more powerful when showing the impact on clients that the reader perceives to be similar of them. When we see peers benefitting, the fear of missing out (FOMO) reduces perceived risk, outweighing excitement. As humans are risk-averse, witnessing peer success builds confidence and trust, increasing the likelihood of choosing your offerings.

Categorise customer groups

It’s important not to distract your client with case studies not relevant to them. You only have a very limited window of opportunity. Don’t waste it!

  • Categorisation & filters help customers navigate to relevant examples
  • Perceived risk is largely eliminated when comparable companies have signed on
  • Case studies & examples focus on outcomes, the most impactful decision factor

8. Showcase Customer Service

The psychological power of safety and support

Highlighting your customer service offers a safety net, reducing anxieties associated with potential uncertainties. Knowing there is a dedicated team of real people ready to help promptly instills a sense of security and trust. Decision makers can approach their choices with greater peace of mind, knowing that your company is fully equipped to resolve any challenges they may encounter.

9. Return Policy or Guarantee

Minimising perceived risk

The fear of consequence

Customers naturally avoid feeling cornered and seek solutions with minimal risk. By offering measures to reduce the perception of risk, you free customers from fear, making it easier for them to say yes to your product or service. Clearly presenting return policies or guarantees empowers customers to make decisions confidently, knowing they have an exit strategy if the solution doesn't meet their expectations.

Be in the decision together

There is a reason people are 82% more likely to choose a provider that’s recommended to them. They want to avoid responsibility and remove the pressure of a poor decision. Therefore, the most effective guarantees support the customer to feel like you are sharing or removing the risk for them.

  • Reduce the risk if the solution doesn't fully solve the customer's needs
  • Ensure the process for evaluating success is simple and transparent
  • Bold companies attract customers by showing certainty in their solution

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