Previously Live | Decision Friction: Why Strong Sell-In Stories Don’t Convert

Picture this: You are presenting at a high-stakes line review, JBP, or new vendor meeting. The merchant team is watching, attentive but unreadable. You and your team have done the work and built the presentation. It seems to be going well, but will they say “yes”? You are not sure. 

Retailers aren’t just listening; they’re evaluating. The key to winning their support isn’t just a strong brand and category story; it’s proving that your recommendations align with their category growth objectives to entice a decision. 

When this doesn’t happen, you get hesitation. That hesitation is decision friction. It’s the gap between ‘felt good’ and ‘got approved’. Decision friction is the unspoken reason you will get only a partial ‘yes’ or the dreaded ‘we’ll revisit this at another time.’ 

This presentation shares the unlock to ensuring you have a meeting and presentation that gets approved in the room.