I was sitting at my desk, staring out of the window.I had just come off another call with a lead. On paper, it was a good conversation. They were interested, engaged, and asking sensible questions.And yet the same thought hit me again... Why is this so hard?Not the work itself. It was the explaining that drained me.Every call felt like starting from zero. I had to reframe what I did, restate the outcomes, and fill in gaps that should not have existed in the first place.I had traffic. I had plenty of it. But sales still dragged.Everything relied on follow-up, memory, and me being fully “on” every single time. That kind of friction is expensive.It costs sanity.It costs time.It costs money.Once I noticed it, I could not ignore it.The problem was not leads or effort. It was friction between what I understood and what the business was actually communicating to prospects.So I stopped trying to sell harder and instead, I started fixing the gaps.I fixed the language. I fixed the moments where people hesitated, got confused, or needed reassurance before moving forward.The thinking went into the copy first. Then it went into the systems. Then it went into automation and AI so that the business did not rely on me holding everything together.There were fewer explanations and movement from interest to action became cleaner and more predictable.I had finally made it easy for people to say yes.If this feels familiar, and sales feel heavier than they should despite decent traffic, do not add more noise.Start by finding the friction.If you want a second pair of eyes on where things are sticking, send me a message and I will ask a few questions that usually surface it quickly.

Aaron Caister

Ohme

Head of IoT Data Connectivity

EVChargeNet

Leveraging the IoT to enhance the scalability, reliability, security and cost effectiveness of the electrification of transportation.

Founder & Managing Director

Wireless Innovation

Interim CTO & Divisional Managing Director - Cellular M2M/IoT

CAE Technology Services

Senior Solutions Architect

Capita

Technical Design Authority

Cityspace Ltd

Director of Wireless

Wireless Logic Ltd

Co-Founder and CTO

Advanced Computer Group

Senior Consultant

Self employed

Solutions Consultant

Seasoned Entrepreneurial Technology Leader with a track record of creating, marketing and selling compelling high value solutions, services and products across multiple sectors. (All views are my own - not that of my employer)

Ian Muller 🌎

taplio

The Battle

Aaron Caister

Ian Muller 🌎

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