Value didn't lose. Friction won.You've lost a deal you should have won. Not on price. Not on product. The value was clear, the trust was real - and still, the decision stalled. No script explained why.That stall has a name.Every advisor knows the sales process. Most have studied the buying process. Almost none have been trained for the third - the one that decides whether a decision actually moves.The decision process.In Attach H...