Seven Hours of Trust: Confirm Every Call and Sell the Result (Podcast Ep. 5)

Yousif Alias · 2026-10-23 · 5 min listen

A short one, taken from a team call the morning after a slow ad day. Yousif Alias talks about why he turns sales calls into ads, why he keeps the ads running when numbers dip, how he gets booked calls to actually happen, and why talking about results before price matters more than it used to.

Turn your sales calls into ads

He records every Zoom sales call because those recordings become ads. When prospects keep seeing real sales conversations in their feed, they show up to their own call already knowing what you do.

Keep it going when it's down

Some days the ad account is up and some days it's down. The mistake is deciding it doesn't work on a down day. People who sign up find their way back. A client he onboarded that morning first signed up in February, met with him in March, tried to do it on her own, and came back in October ready to go.

His confirmation routine

Call to confirm. A phone call the morning of, or 15 minutes before, gets more business owners to show than a text alone.
Text four hours out. Ask them to reply yes if it still works, or no to cancel.
Cancel the ones who don't confirm. The cancellation text usually gets a reply asking why, and those people confirm and show.

Buyers need more time with you now

Yousif came across the idea that a buyer needs around seven hours with a brand before they buy. It's a rule of thumb often credited to Google, sometimes called 7-11-4: seven hours, eleven touchpoints, four places. His read is that trust in online companies is low, so you need more time with people than you used to.

That changes how you handle price. On a call the team had just made, the prospect asked about cost and got the number right away. Yousif says he should have stayed on the results first: what is each job worth to you, what happens when you miss a call, how much are you losing by not reinvesting. Then come back to the price.

Put the seven hours in your ads

You won't get seven hours on the phone. So he puts trainings and coaching right into his ads, letting prospects spend that time with his content before the call. By the time they meet, closing takes less time.

Full episode transcript

00:00So that's why it's so important to record like the zoom, like, um, like the zoom sales calls, because you can literally take those sales calls and turn them into ads. And if people keep seeing those ads as a sales call, then they come like already ready to, you know, get what you're selling because now they already know what you're doing. Sometimes it's up, sometimes it's very up, sometimes it's down. Um, but the trick is just to keep it going. It's not to give in when it's down and be like, ah, it doesn't work. The trick is to keep it going because these people, these people that sign up always find a way to come back.

00:41Um, like today's onboarding again, she signed up February 2nd and it's October. She signed up eight months later. Um, and in March we had a meeting and she was like, yeah, I want to do it. And something happened, whatever. And then she was trying to get it on her own, trying to do it on her own. Couldn't do it. Came back, took action finally. Like, no, like the, the people that book, right? Like if, if I'm booked with someone, it's highly likely that I'm going to forget because everything kind of changes throughout the day and we get busy. Uh, but if someone calls and confirms the appointment in the morning or 15 minutes before the appointment, there's a higher chance that I'm going to show up.

01:28You know what I mean? Because again, you're dealing with business owners. Anything pops up any minute. So confirmation over the phone is really crucial. Um, and then I would go, I would go to the workflow for the appointment confirmations. And then I would do like four hours before I would do like a confirmation text, Hey, we have an appointment at this time, blah, blah, blah. Um, respond with yes. If it still works for you respond with no, if you want this to be canceled, like you want to cancel on them before they cancel on you. So they're like, who is this guy? Why are they canceling on me? Why are they so busy?

02:07Um, and that's kind of like why we want to confirm the appointment because, you know, we're so busy. Like I'll cancel on you before you cancel on me type deal, you know? So that's what I would do differently. Like I make sure they show up. Um, or if, if I don't get to confirm with them, I just cancel it and they get that cancellation text. And they're like, what the fuck? You know, like what, like, you know, like what's going on? And then they're going to message you back like, Hey, why is it canceled? Well, you didn't confirm. No, no, no. I do want to come up.

02:39All right. Sounds good. I'll, I'll confirm it again. And so try that and see that. It's going to work so much better. I saw something yesterday that said like, someone needs seven hours with you in order to buy. And I'm like, what the heck? Like it's getting harder to fucking sell shit now. And then I started doing some research. I'm like, why is that? Why does it take seven hours? And it turns out like people are, have such low trust barrier to like online companies and corporates So, and that's because of that trust thing that people don't trust as much. So we need that time with them. And sometimes when they ask for a price, we like to give it to them and we like to get to it right away. Re-long it, like talk about something else, talk about the results, just so you can get that time with them.

03:31Because the longer you have talking to them, the longer chance you have of closing a deal. Okay. Um, so that was on me right there. When he was asking for price, I should have talked more about the results. Like, hey, what is each job cost you? What is each job is worth to you? And what happens when you don't, you know, get to your phone? What happens when you don't reinvest in your business? How much money are you losing? I should have talked about that more than really focus on the price. And then later on, I would have circled back at the price. Okay. But yeah, that was the first call, man.

04:16The first call we called picked up. I mean, what does that tell you? I mean, we just need to dial them. We just need to dial them at the right time. And we're in. We just need, like right now I got seven minutes from him. Think we need seven hours. So we need more time to speak to these guys to get a deal going, which is insane, but it's reality. I wish it wasn't, but it's reality. like that's why I'm doing like these trainings and coaching inside my ads itself, because I want them to spend that seven hours consuming content. And so when we meet with them, it takes less time to close a deal.