Hmmm ... well, there are some conditioning type products that have that effect. When I went to the hairdresser earlier this year I believe she used a Mixed Chicks leave-in on my hair and my hair went crunchy after. But I've never had that problem before / since with any other products. So maybe it's the product you're using?

I use gel, so when I SOTC it's probably a different experience to doing it with conditioner only. But what I do is flip my head upside down and scrunch, scrunch, scrunch, until my hair feels smooth. Then I flip my hair back up and, if needed, tilt my head and scrunch each side. I don't use oils or leave-ins to help me SOTC as they'd just coat my hair
3B. Med porosity. Med thickness. Med density.

LP: Shea Moisture Coconut & Hibiscus
Conditioner/CW: Jason Aloe Vera

LI: Aunt Jackie's Curls & Coils Quench
Refreshing: TRESemmé Naturals Aloe Vera & Avocado
Gel: Ouidad Climate Control/Curly Hair Solutions Curl Keeper
DC:
Aunt Jackie's Soft & Sassy Super Duper Softening Conditioner
Treatments: Coconut oil/Coconut milk

UK curly. CG since Oct 2013.
Growing my hair to WL