How Sales Can Speed Up Deals By Removing Contract Friction

A prospect is ready to buy. They love the product, the price is agreed upon, and all that’s left is to sign the contract. But then, things slow down. Legal teams on both sides start combing through the terms, redlining clauses, and requesting revisions. What should have been a quick close turns into lengthy negotiations, leaving sales teams stuck waiting for approvals and watching their deal get delayed.

This scenario is all too common. For sales teams, contract friction is one of the biggest obstacles to closing deals quickly. While pricing and product fit are important factors in winning a deal, a slow contracting process can introduce doubt, hesitation, and even cause a buyer to reconsider.

The good news is that contract friction is not an inevitable part of the sales process. By addressing concerns upfront and presenting contracts that buyers can trust, sales teams can eliminate unnecessary delays and keep deals moving forward.

Why Contracts Slow Down Deals

Every sales rep knows that time kills deals. When a contract sits in legal review for weeks, urgency fades. The buyer’s enthusiasm cools, other priorities take over, and suddenly, the deal that felt like a sure thing is at risk.

Much of this delay comes from a lack of trust. Buyers assume vendor-drafted contracts are biased, leading their legal teams to pick apart every clause. Terms around liability, indemnification, and data usage become sticking points, even when they are in line with industry standards. Without an objective way to confirm contract fairness, every agreement becomes a drawn-out negotiation.

From a sales perspective, this creates a frustrating dynamic. Sales teams are held responsible for closing deals quickly, but they have little control over how long legal negotiations take. Every extra day spent waiting for approvals is time that could be spent engaging new prospects and moving other deals forward.

How Contract Certification Eliminates Friction

Contract certification changes this dynamic by establishing trust before a contract even reaches legal review. Instead of buyers questioning whether an agreement is fair, they see a badge upfront indicating it has been independently verified against market standards.

A certified contract is one that has been reviewed by a third party and confirmed to be balanced. This means the terms are fair, reasonable, and free from deal-breaking clauses that could introduce risk or complexity. When a sales team presents a certified contract, it removes much of the skepticism that leads to heavy redlining and delays.

This does not just speed up the legal process—it changes the entire tone of the negotiation. Instead of starting from a place of distrust, both sides can focus on finalizing the deal rather than debating every detail.

The Impact of Certified Contracts on Removing Contract Friction for Sales Teams

For sales professionals, the ability to remove contract friction means more deals closing faster. It also means spending less time managing contract negotiations and more time doing what they do best—selling.

When contracts are certified, deals move through the pipeline with fewer obstacles. Prospects are more likely to sign without hesitation, legal teams require less time to approve agreements, and finance teams can recognize revenue sooner. This creates a more predictable sales cycle, reducing the uncertainty that often comes with waiting for contracts to be finalized.

Beyond speed, presenting a certified contract also builds credibility. Sales teams that can confidently say, “This contract has been independently certified as fair” immediately differentiate themselves from competitors who rely on traditional, one-sided agreements. Buyers appreciate transparency, and having a certified contract demonstrates a commitment to doing business in a way that is clear, efficient, and mutually beneficial.

Want to Show Buyers You’re Easy to Work With?

Discover how contract transparency helps sales teams reduce friction, build trust, and close deals faster—with certified contracts buyers can approve with confidence.

A Better Buying Experience

The benefits of contract certification extend beyond internal sales efficiency. A smoother contracting process also improves the overall customer experience.

Buyers want to move quickly, just like sales teams do. No one enjoys spending weeks negotiating legal terms when they could be focusing on implementation, onboarding, or getting value from the product or service they are purchasing. A drawn-out contracting process adds unnecessary friction to the buying journey, making the entire experience feel more complicated than it needs to be.

By offering a certified contract, sales teams can remove this friction and create a more seamless buying experience. Customers can feel confident that they are signing an agreement that is fair, without the headache of endless legal negotiations.

The Big Picture: Contract Certification Accelerates Sales and Reduces Friction

By leveraging contract certification, sales teams can take control of the contracting process, eliminate common roadblocks, and close deals faster. Instead of waiting for legal teams to work through redlines, they can present agreements that are already trusted, reducing the need for drawn-out negotiations.

In a competitive sales environment, speed matters. The ability to move deals through the pipeline efficiently can mean the difference between hitting quota and falling short. For sales teams looking to improve close rates, reduce friction, and create a better buying experience, contract certification is a game-changer.

Want to understand its importance? — explore Why Contract Certification Matters to Sales Teams.