Practical Sales Training™ > How To Convert > Time Investment
Time Investment
What Is It
How much time a buyer needs to spend to get the result they want can be a genuine deal breaker. It makes sense to make this obvious and clear from the very start.
Nobody enjoys committing to something without knowing the real cost in time. Silence on this point creates hesitation, even when the actual time required is modest.
Why Does It Work
It works because it eliminates uncertainty and doubt. An offering that needs less of someone’s time will always feel more attractive than one that needs more.
The same applies to offers that simply don’t communicate the time required at all. Vagueness reads as risk, even when the honest answer would have been reassuring.
How Can You Use It
State It Upfront
Publish, share, and make clear exactly how much time a buyer needs to spend to get the result they’re after. Say it early, before hesitation has a chance to build.
Be Specific, Not Vague
A specific number beats a vague estimate every time. “Takes 2 minutes” reassures far more than “quick and easy.” It leaves no room to imagine the worst.
When It Works Best
It works best for anything genuinely quick, where stating the time removes an objection before it even forms. A short, honest number often does more selling than a full paragraph of persuasion.
It’s also valuable for busy buyers weighing several similar options at once. A clear time commitment becomes an easy point of comparison in their decision.
When It Becomes Dangerous
Stating a time commitment becomes risky the moment it’s inaccurate. Promise two minutes, then deliver ten, and you damage trust more than staying silent ever would have.
It’s also risky if the number technically holds true but ignores real friction elsewhere. Think of a long signup process before the quick part even begins.
Common Mistakes
Staying Vague On Purpose
Avoiding a specific time because the honest number feels unimpressive usually backfires. Buyers assume the worst far more often than they assume the best.
Undercounting The Real Time
Quoting only the fastest possible case, rather than a realistic average, sets buyers up for disappointment. Give a number that actually holds up in practice.
Burying The Detail Too Deep
A time estimate buried on page three of a document helps nobody. Put it somewhere a buyer sees within seconds of considering the offer.
Time Investment – An Example
The Two Minute Score
I promote the fact that it takes only two minutes to complete the Selling Confidence™ Score. That simple detail alone encourages people to take part.
That single number removes the biggest objection before anyone even starts. Two minutes feels like nothing to risk, so people simply get on with it.
See also
- The Scope Of Your Offering
- The Express Service Effect
- 180+ ways to improve conversion
- 140+ ways to be easier to buy from
