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Make It Easy to Say YES

Something crucial in all sales, and ad sales, is making it easy for your prsopect to say YES. Make it easy for them to take action, decide a package, have a conversatuion with their boss, all ultimately making it easier for them to move to the next step in the sales process.

Every extra step, every unclear instruction, every moment of confusion costs you deals. Friction kills conversion. Here's how to remove it across four critical scenarios.

Scenario 1: Booking Meetings

Do these things to make meeting booking frictionless:

Make the reason crystal clear. "15-minute call to discuss a potential partnership" is vague. "Quick call to walk through how we helped [Similar Brand] generate 340 leads at $31 CAC" gives them a reason to care.

Highlight the benefit to them. "I'll share three specific ways we could help you hit your Q1 growth targets" beats "Would love to learn more about your business."

Suggest specific times in a concise format. Don't ask "When works for you this week?" That forces them to check their calendar and compose a reply.

Instead: "Are you free Tuesday at 2pm, Wednesday at 10am, or Thursday at 3pm?" One of those times is likely open, and they can reply with a single word. Include your meeting link right there so they can book directly.

Some people don't love calendar links, but they work. They remove back-and-forth and make it easy.

I can do any day this week at 10 EST, when works for you? Here’s my calendar link if you prefer.

Scenario 2: Closing

Use signing software. DocuSign, PandaDoc, HelloSign, Google Drive has one now. Pick one. If you're comfortable without formal contracts (not advised unless you’re super early), use a Stripe payment link or something else that is easy for people to pay.

Set auto-reminders to surface the contract to the top of their inbox regularly. They're busy. They opened it once, got distracted, and forgot. Make it easy for them to clickity click and sign.

Remove as much friction as possible whilst still being legit and not being pushy.

Scenario 3: Proposals

Send as few packages as possible. It's tempting to present three options or lay out everything you can do, hoping one will match. Don't.

The ideal scenario: You've done proper discovery, you know their goals, budget, and timeline. You've agreed on the call that a specific package is most aligned. So you send exactly one proposal. Less is more.

Sending two options is fine if you can't nail perfect discovery, but both should be in the ballpark of what you think they'll say yes to.

Don't create analysis paralysis. "Here are 47 different ways we could work together" forces them to evaluate, compare, and decide. That creates friction and delays.

One strong, well-matched proposal beats three generic options every time.

If you're unsure which package fits best, that's a sign you need better discovery questions, not more proposal options.

Of course, you can’t always have perfect discovery calls, and sending 2 is fine a lot of the time, but they should both be in the ballpark of what you think they will say YES to.

Scenario 4: Leads & Early Stage

Make your inbound pages concise. Make it easy to understand what you offer and why it matters.

Include the key data points advertisers in your niche actually care about—probably 3-4 stats maximum. Not 47 different metrics trying to impress everyone.

Here are 2 good examples of inbound pages: Pivot5 & 1440.

Make it easy for prospects to get in touch. Don't hide contact information or force them through a clever 9-step qualification form. People are fickle - they'll bounce.

A simple Submit Button or "Email [email protected]" link works. But also do include some short requests for info so you can qualify.

Research backs this up: HubSpot's analysis of over 40,000 landing pages found that reducing form fields from four to three increases conversion rates by 50%. Formstack's research with millions of users shows that reducing form fields to four or fewer increases conversions by 160%.

LESS IS MORE. MAKE IT EASY.

P.S. Need help selling more sponsorships? My agency Ad Sales as a Service helps media companies do just that.