Don’t Shy Away From Selling Yourself
Posted October 25th, 2007 by ybo
Just because you’re a wallflower doesn’t mean you can’t make your business bloom.
Whether you describe yourself as shy, bashful or even introverted, your natural reticence can actually be an asset. You don’t need to be a backslapping, glad-handing super-schmoozer to successfully promote your product or service.
“If that’s not your way to sell, then don’t sell that way,” says Nancy Ancowitz, a business communication coach from New York City who calls herself an outgoing introvert. “Pick the techniques that work best for you and resonate with your style.”
Typically the style that works well for most introverts, experts say, is planning communications, concentrating on written sales pitches and focusing on one-to-one problem solving.
“Will I ever make a sales cold call? I haven’t yet,” says Peter Vogt, president of Introvert Insights, a Bloomington, Minn., career counselor and an introvert himself. “Some of this stuff you’re never going to love as much as an extrovert, but you still can do well in those situations if you play to your strengths.”
Focus on the written word: If talking to new people gives you difficulty, use letters, e-mails, brochures and other written material to make initial contact. You can control what you say and how you say it. “To give myself the best chance of getting new business, I’m going to play to my strengths and go with the written word every single time,” Vogt says.
Find people like you: Join groups that you already have something in common with, such as a trade association rather than the chamber of commerce. “It’s much easier for an introvert to get involved if you actually have an interest in what the group is doing,” Ancowitz notes.
Be the host: Arrange to host your own seminar, open house or other event, or make a prepared presentation for a group. This automatically puts the focus on your business without requiring you to break the ice with each individual.
Get training: If you struggle with public speaking and making presentations, that’s not necessarily part of being an introvert. Most people are nervous about talking before crowds and most people can get over it – often in as little as one coaching session. “I believe just about anyone can be helped with public speaking,” Ancowitz says.
Be the problem solver: Introverts tend to be good researchers and listeners – two great skills for forging customer loyalty. Think of yourself as an expert ready to lend a hand with a tailored solution. Focus on one-to-one communication and consider yourself a consultant. “It’s all about the person, how I can connect with them and how I help them,” says Ancowitz.
Know your style: If spontaneity scares you, make sure you’re prepared for any meeting or interaction. Above all, focus on finding a way to be comfortable by using sales and promotion techniques that play to your strengths.
“It all boils down to two things,” says Vogt. “One: What is the strategy to find what I’m actually going to do instead of finding a way not to do it? And two: What’s going to give me the best chance of succeeding?”
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