Who Says That Introverts Can’t Excel At Social Sales?!

For that matter, who says that they can’t excel at sales period? Recently I posted a discussion topic to a private LinkedIn group. The article that I shared created quite a stir by asserting that introverts can be great leaders. Well, you would of thought that we were discussing the end of the world as we know it. The first person to comment was quite adamant that there was absolutely no chance that any introvert could ever prove to be a successful leader and the floodgates were then opened for dissenting views. I loved the passionate discussion that was created.

It now occurs to me that this same perception is generally applied to salespeople: you need to be a hard-charging, glad-handing, back-slapping extrovert to have any hope of being a selling success. Not only is this stereotypical, it flies in the face of today’s selling models and may even be less applicable to social sales. As an ambivert (a term to address those of us who are equally extroverted and introverted), and as a Certified Behavioral Analyst, I can hopefully address both sides of this coin.

Today’s selling model is both consultative in style and relationship-based in focus. Guess who excels at both? That’s right … introverts. Unlike their extroverted cousins, introverts will typically excel at the following behavioral characteristics:

They will do their homework and they are comfortable in a non-threatening, and consultative, sales approach.
Introverts make great listeners!
They start, and complete, tasks in a steady and organized fashion and they will generally maintain their composure.
They are consistently reliable and can always be expected to follow-up and follow-through.
Introverts will have a much higher rate of success in selling to other introverts than will extroverts. Of course, the flip side to this coin will also hold true.
They are likely very detail oriented.
They will willingly form very deep relationships although they will be selective in who they will do this with.

In other words, they will score quite highly in all of these areas that we find desirable in quality salespeople and that are often notably absent in … many extroverted salespeople who may lack the focus and patience to perform, what they may view as, mundane tasks. Introvert qualities are valued by both customers and the company that they work for.

This is not to say that there are not areas where introverts need help. They may struggle in meeting new people, will likely display a lower sense of urgency and assertiveness, and will generally avoid confrontational situations. Being effective at things like cold calling might be a stretch. Breaking somebody’s arm to get the order … not likely. I guess that the question may be … is arm-breaking still a desirable sales characteristic? I’ll also concede this, introverts may be better suited for technical sales, “missionary” sales, and account servicing vs. new business generation. Mind you, all of these positions are still “sales”.

Right now, extroverted salespeople are gathering and formulating plans to storm my castle and burn me at the stake. Hey, I’m an ambivert! I’m also one of you! I pride myself on being incredibly competitive and equally assertive (extrovert). I find these to be highly desirable characteristics.

At the same time, and I have to be honest with you, I wish that I were better equipped to create and maintain deep relationships. Such relationships require patience and mine is that of a two-year old. This extrovert in me does struggle with personal bonds. Lots of friends but not very many close friendships. This same lack of patience also does not lend itself well to the extended sales cycles that are often present when dealing with more complex, and profitable, opportunities.

You may now be asking … “How does this apply to social sales? Are you saying that introverts can actually excel ‘socially’? Seems like an oxymoron?” Yes and no. An oxymoron would be “effective government”.

Where do many of the social sales activities take place? Behind the computer screen which means … no crowds (introvert). Does social sales require a consistent and focused approach in order to be successful? Yes, it does (introvert). Does it require patience and a long-term commitment in the place of instant gratification? Yes (point … introvert). Would a policy of measured progressive engagement leading to a more long-lasting relationship that can be nurtured over time be considered to be valuable? Introvert 4, extrovert 0.

Overall, social sales can lend itself very well to the introverted individual. However, they must be willing to take their engagements with others to real life. Certainly, having the ability to initiate a relationship in a more controlled environment (online) prior to taking it live, will be a plus for the introvert.

For that matter, depending on the individual and how badly they want it, I also believe that introverts can stretch and expand their wings to adopt many of the desirable characteristics that are associated with their extroverted brethren. I would strongly take exception with any individual or company who would assert that “you are what you, you can’t change that, so get used to it.” I believe this attitude to be patently false. How many of us would say that we are the same person we were 30 years ago? Some of you may not be able to address that as you were not even here 30 years but, I was and I’m very different than I was in my younger days.

Reasons for this range from life experiences, confidence, to simply wanting to do things differently. I would suggest that, if you want to change any aspect about your behavior, take the positive steps towards exhibiting these desired behaviors. Practice makes permanent.

Okay, are there any of you out there who still want to tie me to the stake and have a match at the ready? I’d like to hear your opposing, or supporting, views!

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. I’ve been compensated to contribute to this program, but the opinions expressed in this post are my own and don’t necessarily represent IBM’s positions, strategies or opinions.

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Craig M. Jamieson

Managing Member at Adaptive Business Services

Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!