Are You an Introvert Struggling to Make a Sales Hat Fit?
As an entrepreneur and an introvert, you understandably feel overwhelmed at the prospect of selling face-to-face or even over the phone. You dread networking events, meeting new people, and feel inadequate when selling yourself and your company to complete strangers. You believe that extroverts are better at salesmanship than you could ever hope to be.
Firstly, research shows that most people fall somewhere in the middle—as ambiverts. You are in good company! And secondly, it is not a personality trait that makes extroverts outgoing and seemingly more successful at sales, but rather it is an outcome of where you derive your energy—in the company of other outgoing people or from quiet, reserved, and reflective people.
You have likely observed that extroverts are likely to be more demonstrative, sometimes louder than others, exude more energy, and come across as more confident in their demeanor. Their level of energy can be intimidating and overwhelming when you are corned by one. Hiring managers and business owners even target extroverts as salespeople to bring in prospects and close leads.
However, science reveals there is a neurobiological difference between introverts, extroverts, and ambiverts: Our brains work differently. According to scientists, the neural networks in an introvert’s brain follow a longer pathway when asked a question or opinion, taking more time to make mental connections. They typically can provide more considered advice and are at ease relating details. They are not discomforted by short silences in the conversation.
Introverts make good listeners—and active listening is a critical skill for today’s salesperson. It is the key to consultative selling. Rather than beating a prospect over the head with the features of their products, introverts (and ambiverts) can be skillful at not only listening to the needs of prospects and customers, but they develop relationships first, then put forth solutions to people’s problems. Extroverts—and ambiverts—need to remind themselves not to always be selling but listening out for the solutions to the problems of their customers.
Introverts Need to Leverage Social Media Marketing
Posting on social media can serve introverts well, providing a more structured environment in which to interact with others. You choose your audience and decide when you want to engage. Start with one platform, choose one group to follow, and “drop in” often to listen to the flow of conversation. Take note of what topics come up often and how you might have joined in with your experiences, opinions, advice, and your own questions. Don’t worry about having missed an opportunity to join in right away. Your goal is to become comfortable on the platform. Another chance to join in will arise.
Then, set a schedule to start participating. It could be just twice a week to avoid becoming overwhelmed. Join another group and repeat. Seek out a group that closely matches the profile of your current customers. At the same time, find another group that you want to eventually add to your customer base. Have you been thinking about seniors as a possible target audience but are not age eligible to interact with them publicly? A group is out there that will welcome you and your lived experiences engaging with, taking care of, and learning from older relatives and friends. Just always be authentic, helpful, and empathetic. And listen well. The perfect time to pitch what you have to offer will come. First, and foremost, build a relationship.
