If a sales team tends to have hostile negotiations with their prospects, which phase of the frictionless selling framework will be most helpful to them?

Align focuses on reducing buyer-facing friction by shaping the sales process around the buyer’s needs and expectations. Hostile negotiations indicate that the sales process is creating tension rather than helping the buyer make a confident decision. Clear expectations, transparent communication, and a buyer-centered process can reduce conflict before negotiation begins. This improves trust and makes the buying experience more convenient.