Sales is about removing friction, not just closing deals

Sales trainings out there tell you to close, focus on your database, ask for the business.

But what if the real secret isn’t about asking at all?

The best salespeople don’t focus on closing. They focus on making it effortless for people to say yes—and recommend them to others.

Before I got into real estate, I was in medical sales, selling a diagnostic test to doctors. When I switched industries, I realized something: real estate is the least “salesy” sales job I’ve ever had.

That’s because, in high-level sales, the product doesn’t matter as much as the experience you create for the buyer.

In real estate, I started thinking differently:
✅ My clients—buyers and sellers—aren’t my only customers.
✅ The other agent in the deal? Also, a customer.
✅ The property manager in a co-op or condo? Another key part of the process.

In medical sales, friction could mean a doctor hesitant to try a new test, so I focused on making the switch effortless.

In real estate, it's the same—remove obstacles, and deals move faster.

The more I viewed everyone as part of the deal, the more friction I removed, and the faster deals got done.

Small shift, big impact

Early in my career, an experienced agent corrected me on something small but game-changing.

We were emailing back and forth, and I wasn’t including my email signature after every reply. I thought, why would I do that? Just scroll down!

His response?

"Denise, what’s easier for the reader? Seeing your contact information instantly or scrolling through 10 emails?"

I thought having my signature every five seconds was redundant and sloppy—without thinking, nobody wants to scroll unless they’re on Instagram.

That one shift changed how I approached everything in sales.

How I Apply This Everywhere

When I have a listing, how can I make showing up effortless for agents and buyers?

When I take buyers out, what’s the key info they need, and how can I deliver it best?

When I work with listing agents, how can I streamline everything to make a deal easier, thereby getting my customer the home?

Sales isn’t about pushing harder. It’s about removing every obstacle between your client and their desired outcome.

The best salespeople don’t convince. They make saying yes the only option.

“Trust isn’t built by pushing harder—it’s built by making the entire process effortless.”

What’s one small change in your sales process that has made a big impact? I’d love to hear about it.