Starting a business but not the outgoing type? Don’t have time for all those networking events? Just hate the idea of promoting your ideas or business in front of groups of people? You are not alone!
In fact, we know that over half of the population shares those thoughts and concerns. Most of the personal assessments used today identify that portion of the population that prefers or gains energy through solitude. Those assessments all tell us that slightly over half of the people have some degree of introversion.
Yet, go to a business seminar or a school to learn business growth ideas and they all tell us to market the same way. The authorities (and remember that these people love to be the center of attention) tell us:
1. Go to networking events
2. Attend social gatherings
3. Speak in front of groups
4. Make cold calls
5. Build your professional network
6. Make appointments with prospective clients
7. Get out of your comfort zone – get over it and do it!
For over half of us the response is a resounding, “You’ve got to be joking! Be realistic.”
Jungarian type assessments (Myers-Briggs) and behavioral assessments (DISC) speak to a preference for extroversion or introversion so I’ll use those terms for this discussion. Understand that the terms mean much more than outgoing or shy, although we may observe those behaviors.
Knowing where your personality falls in relationship to those two terms can be easily determined by your reaction to the seven statements listed above. I’m assuming that you agreed with the “You’ve got to be joking” statement and find yourself in the introverted group.
Introverts prefer structure to spontaneity, small groups to large ones, and close relationships to many relationships. Introverts also tend to prefer a slower and quieter pace. You just need to adjust your marketing effort to align with your personal preferences.
Networking events can be replaced with a quiet lunch with someone in the business community. Social gatherings can be limited to those with a more intimate crowd. Speaking can be replaced with publishing and your network can be virtual rather than live.
People like yourself will find the written word more powerful than the spoken word so focus your marketing to a nonverbal approach. Perhaps a marketing plan may look like this:
1. Publish – Write articles, blogs, and e-books to enhance credibility and recognition in your profession.
2. Network on line – Social networking, also referred to as Web 2.0, is gaining favor and is being used by many large companies. Sites like Facebook, Linkedin, Twitter, and Utube are the largest and most visited websites on the internet. Learning to use them effectively could dramatically impact your business success.
3. Market 1-on-1 – Build your business using a referral model. A direct introduction from a client or friend will always produce better results than any method used by our outgoing brethren.
4. Team with a friend – Attending some of the traditional events with a close colleague or friend may make the whole adventure more tolerable. If it works for you, go for it.
5. Be prepared – Introverts tend to prefer structure and security. Plan your marketing pitch, outline your discussions, and write out your entire realistic marketing plan.
We also know that you will be great at leveraging the contacts that you have made. Introverts excel at building strong relationships with people they meet. Use that to your advantage. You may not have as many candidates entering your marketing pipeline but you will tend to have more clients emerge from the other end!
I know this doesn’t sound like what the authorities told you to do; but they would respond to this approach just like you responded to theirs. You can have a highly effective marketing program that fits your style. Recognize the strengths that you have and leverage them into a “realistic” marketing program that works for you.
Dr. Dennis Hocker is Co-Founder of The Coach Academy, http://thecoachacademy.com
Dr. Hocker, The Coach’s Coach, trains and mentors hundreds of coaches each month through a series of live training events and webinars. He has successfully established and developed coaching teams in the United States, United Kingdom, European Union, South Africa, Australia, and Canada.
He is a Certified Master Mentor, Master Coach, Master Analyst in Axiology, Master Behaviors Coach, Master Values Coach, and a Master Financial Benchmarker. Dr. Hocker has been an advisor to businesses since 1978.
The Coach Academy specializes in advanced and niche training for career mentors, advisors, coaches and consultants.
Author: Dennis J. Hocker, Ph.D.
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