The 7-Hour Rule

There’s something called “The 7-Hour Rule” in B2B sales.

It says that your prospects need to spend, on average, seven hours with you and your offer before they are comfortable enough to buy from you.

In traditional sales, those 7 hours are usually achieved via discovery calls, multiple demos, feedback calls, back-and-forth emails, dinners, and other 1-on-1 interactions.

That’s a lot of time per prospect. Here’s the good news: You don’t have to do it 1-on-1. You can leverage content to scale this communication.

For example, if prospects always ask you the same questions on every sales call, instead of answering it separately each time, just record a 3min video answering that question, post it on LinkedIn, put it on your website, and have your sales team use it in their outbound.

What used to be 3min with every prospect, you can now answer once and 100s of prospects watch that same video.

Creating content isn’t just about generating inbound opportunities. It’s a way to demonstrate your subject-matter expertise and build trust & rapport with your prospects at scale.

When you do content right and answer questions your prospects care about, it leads to:

- Shorter sales cycles because your prospects already spend time with you, your company and your offer via your content before they first enter your sales funnel.
- Lower customer acquisition cost because you and your salespeople spend less 1-on-1 time with each prospect.
- Higher closing rates because people already know you and have some baseline trust and rapport with you before they hop on the first call with you.

People think that content is about generating inbound leads. But it’s only a small part of the story.

Put out content, let it do the work for you.