Frictionless Blog

Posts that help sales teams and content creators build “frictionless” messaging (case studies, RFP responses, negotiation tools and long-form content) that demonstrates how your organization uniquely resolves customer pain points

Peter Osborne 6/5/25 Peter Osborne 6/5/25

The Conference Table Test: A simple way to audit your brand consistency

After losing two major renewals because our pitch focused too much on us instead of our partners, we developed the Conference Table Test - a practical approach to evaluate messaging consistency across all client communications. This low-tech methodology helps ensure your brand speaks with one clear, compelling voice

Peter Osborne 2/5/25 Peter Osborne 2/5/25

It’s time to get rid of your brand garbage

It’s important to regularly review your website and digital profiles and dump the brand garbage — the accumulation of outdated, inconsistent, and irrelevant content across your digital presence.

Peter Osborne 6/13/23 Peter Osborne 6/13/23

Look for ways to “deepen the relationship” with additional products

Creating a Relationship Planner is a discipline to ensure you (or your sales teams) have their strategies organized and strategic. This is Part 3 of 5: Cross-Selling Additional Products.

Peter Osborne 5/2/23 Peter Osborne 5/2/23

Getting what you want requires you understand what your partner wants

Creating a Relationship Planner is a discipline to ensure you (or your sales teams) have their strategies organized and strategic. This is Part 2 of 5: The Partner Organization.

Peter Osborne 2/27/23 Peter Osborne 2/27/23

RFP Corner: Answering the “diversity question” if you’re a white male

The diversity questions on an RFP don’t need to be a deal killer if you’re a white male-owned business. But there are ways to highlight your strengths.

Peter Osborne 1/18/23 Peter Osborne 1/18/23

Relationship building is a discipline, not a seat-of-your-pants exercise

Creating a Relationship Planner is a discipline to ensure you (or your sales teams) have their strategies organized and strategic. Part 1 of 5: Program Structure.