If your pipeline looks full but revenue feels stuck, you are not doing anything wrong. This is a common point founders reach as they grow. In most cases, the slowdown is not caused by a lack of leads. It is caused by friction in the buying experience.
That friction shows up when buyers struggle to understand your offer, hesitate to try it, or feel uncertain about how to move forward. When that happens, deals stall, sales cycles stretch, and momentum fades.
That is exactly why the E3 Offer exists.
In this episode of The Revenue Recipe, we break down how founders can accelerate sales by removing friction at the offer level. The framework is simple, practical, and proven in complex B2B environments.
An E3 offer is:
- Easy to understand
- Easy to try
- Easy to buy
When you get these three elements right, your pipeline starts to move again.
Why Offer Friction Slows Revenue
Your offer is more than what you sell. It is how buyers experience your business from the first conversation through the decision to buy. When your offer feels complicated, buyers pause. When it feels unclear, they hesitate. When it feels risky, they delay.
That friction shows up in very real ways:
- longer sales cycles
- stalled deals
- increased discount pressure
- prospects who disappear after showing interest
The goal of an E3 offer is to remove those barriers so buyers can confidently take the next step without feeling overwhelmed or unsure.
Easy to Understand: Speak in Your Buyer’s Language
As a founder, you know your solution deeply. You understand the problem, the mechanics, and the value because you live with it every day. Your buyers do not start from that same level of context.
One of the most common mistakes founders make is explaining their offer the way they understand it, rather than the way their audience does. When you lead with features, technical language, or internal terminology, even interested buyers can tune out because they cannot quickly connect it to their own problem.
An offer that is easy to understand is clear, simple, and outcome-focused. You are not trying to explain everything. You are trying to make someone say, “That makes sense. Tell me more.”
To do that, focus on:
- describing the problem in the words your buyer already uses
- explaining the outcome they can expect, not the mechanics
- keeping the explanation high-level and concise
If someone outside your industry cannot repeat your offer back to you in plain language, it is not easy to understand. Clarity creates curiosity. Confusion creates friction.
Easy to Try: Reduce Risk Without Reducing Value
Even when buyers understand your offer, hesitation can still creep in if the commitment feels too big or too risky. This is where being easy to try becomes critical.
For product-led businesses, this often means a simple, guided trial that helps users experience value quickly. Buyers want to feel progress, not just explore features. The faster they see a win, the more confident they feel about moving forward.
For service-led or complex solutions, easy to try often takes the form of a structured pilot rather than a free trial. A strong pilot has:
- a clear scope
- a fixed timeline
- a defined cost
- specific outcomes
This approach gives buyers a way to see your solution in action before making a full commitment. The goal is not to give away your work. It is to lower the emotional and operational barrier to getting started. When trying, your offer feels safe and contained, and buyers move forward faster.
Easy to Buy: Simplify the Decision Process
Many founders underestimate how much friction hides in pricing, packaging, and contracts. If buyers struggle to understand what they are buying, how much it costs, or what happens after they say yes, the deal slows down.
An offer that is easy to buy removes uncertainty at every step. That starts with clear packages that help buyers quickly identify what fits their situation and continues with pricing that makes sense and does not feel like a moving target.
It also includes:
- contracts that are clear, simple, and easy to read
- a visual or timeline that shows what implementation looks like
- support resources that reduce fear and confusion
A simple infographic or onboarding visual can often do more than multiple explanations. When buyers can see what is coming, they feel more confident moving forward. Clear FAQs, onboarding guidance, and relevant case studies further reinforce that confidence. When buying feels simple, buyers stop overthinking and start deciding.
Where to Start: Let Your Pipeline Show You the Friction
Your pipeline already tells you where friction exists. If prospects frequently ask for clarification, stall after demos, or say they need more time to decide, those are signals that point back to your offer, not your sales effort.
To identify where to focus, ask yourself:
- Where do deals slow down most often?
- What do prospects repeatedly ask you to explain?
- What part of the buying process feels complicated or unclear?
The answers to these questions will quickly reveal where your E3 offer needs refinement.
Take the Next Step: Get a Clear E3 Assessment
If you want to accelerate revenue without adding more activity, the fastest move is to remove friction from your offer. In a focused 30-minute strategy session, you will identify where friction exists in your pipeline, learn how to remove it without rebuilding everything, and evaluate how close you are to being truly E3.
You do not need perfect data or polished materials. You just need a clear view of what is slowing deals down and what to fix first. Schedule a strategy session with Sellerant and walk away with clarity, direction, and at least one immediate action that can shorten your sales cycle and help your pipeline move again.
