Practical Sales Training™ > How To Convert > Exposure Time
Exposure Time
What Is It?
The more your buyer sees you and your message, the greater your chance of selling to them. Time spent in front of someone quietly builds the trust that closes a sale. Familiarity does a lot of the work before you ever ask for the order.
Why Does It Work?
It works because we grow more familiar and trusting of people and things over time. Something new makes us skeptical. Something familiar makes us far less guarded. This comes down to the “rule of 7.” It’s a marketing maxim the movie industry developed in the 1930s. Studio bosses discovered they needed real advertising before someone would go see a film.
How Can You Use It?
Simply look for ways to maximise the time your potential buyer spends seeing you. That could mean longer form videos, podcasts, events, meetings, or calls. More time in your company means a higher chance of the sale.
When It Works Best
This works best for considered purchases, where trust genuinely needs to build before someone commits. It also helps when you have several natural touchpoints available, not just one.
When It Becomes Dangerous
This becomes risky if the extra exposure feels repetitive rather than genuinely valuable. Buyers can tell the difference between real familiarity and just being everywhere.
Common Mistakes
Confusing Frequency With Value
Don’t confuse frequency with value. Showing up seven times with nothing new to say achieves far less. Showing up three times with something worth hearing beats it easily.
Relying On Exposure Alone
Never assume exposure alone closes the sale on its own. It builds trust, but you still need a real reason to buy.
Exposure Time – An Example
A consultant runs a weekly podcast and posts twice a week on LinkedIn. She also hosts a monthly webinar for prospective clients.
By the time a prospect books a call, they’ve heard her voice for hours already. The sales conversation barely needs to sell anything. Trust built itself long before it started.
See also
