The 7 hour rule, as outlined by Daniel Priestley in his book "Oversubscribed," is a sales and marketing strategy centered around cumulative interaction time.
Understanding the 7 Hour Rule
The core principle behind the 7 hour rule is that it generally takes approximately 7 hours of total interaction between a prospective customer (lead) and a company for them to develop the necessary level of trust, understanding, and desire to ultimately purchase a product or service. This isn't a single, uninterrupted 7-hour session, but rather the accumulation of various interactions over time.
Key Components of the 7 Hour Rule
| Component | Description |
|---|---|
| Cumulative Time | The total time spent interacting, not a single block of time. |
| Trust | Building confidence in your brand and offerings. |
| Understanding | Ensuring the lead comprehends the value proposition. |
| Desire | Creating a want or need for your product or service. |
Implementing the 7 Hour Rule: Examples
Here are examples of how businesses can implement the 7-hour rule:
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Content Marketing: Creating valuable blog posts, videos, and infographics that potential customers can consume at their own pace.
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Email Marketing: Nurturing leads with informative and engaging email sequences.
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Webinars and Online Events: Providing interactive sessions where leads can learn about your offerings and ask questions.
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Personalized Interactions: Engaging in one-on-one conversations through sales calls, demos, or social media.
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Free trials: This offers an opportunity to gain experience with the product.
Practical Insights
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Track Interactions: It's crucial to track the various touchpoints a lead has with your company to estimate cumulative interaction time.
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Focus on Value: Every interaction should provide value to the lead, further building trust and understanding.
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Be Patient: Building relationships takes time. Don't expect immediate conversions.
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Vary content: It is important to create a variety of content in order to keep the lead engaged.
