Social selling for introverts? These two terms would appear to have all of the makings of a good oxymoron. While I am actually an ambivert, my preferred style is that of an introvert who is most often task vs. socially oriented. Still, I embrace the tenets of social selling.
Often I will need to do things that, while they might be uncomfortable, they are also deemed to be necessary to succeed. This is called growth. I am motivated by results more so than by activities.
Now, I do have my limits. I avoid Facebook other than for research purposes. I might throw in a few personal tidbits on Twitter, but my focus is on business. I’m a very private person so don’t expect to learn a lot about that area of my life. I also have a fear of being in crowds. Oddly, I am unaffected by being in front of any size group.
This all being said, while I am task focused probably 75% of my time, I can be very socially focused one-on-one (selling and with close friends) or when in front of a group (training or presenting). However, I generally prefer my own company. Lone wolf.
Where introverts excel
The good news is that introverts can excel at social selling. In fact, they have several characteristics that may allow them to outperform their more social (extroverted) cousins.
They will focus on the task at hand – Introverts are generally more focused and, therefore, they will often get more done. This is particularly true for tasks that extroverts would view as being excessive in terms of detail and drudgery. Introverts are not easily distracted by shiny objects. On the flip side, they may take longer to perform tasks to their satisfaction.
They like organization and detail – I’ve been in sales my entire life and most of that time was spent managing salespeople. By and large, these are not typically a salesperson’s strong suits. On the other hand, by nature, I am a compulsive planner.
They like to complete things – There are different types of persistence. I think that all good salespeople are persistent in securing the sale. It is a necessary trait. They also tend to be extroverted. Persistence in preparation and completing the necessary paperwork, not so much.
Before someone crucifies me for insinuating that extroverts don’t have, or can’t master, these skills … please consider the following …
Extroverts have advantages
They meet new people with ease – Selling is largely based on creating new relationships and extroverts will naturally cast a wider net and engage more freely in conversations with others and particularly in larger groups. They will display confidence and do so with ease.
They are high energy – And lots of it. Two speeds – fast and faster. They are driven to succeed.
They are generally optimistic and confident – As an ambivert, I tend to be pragmatic, but the extrovert in me looks at the glass being half full.
What does all of this have to do with social selling?
One key goal of social selling is being able to demonstrate your expertise and thereby attract others to you. This requires a lot of planning and work including …
- Sharing quality content
- Creating and sharing quality content
- Taking the time that is needed to deliver quality engagements
- Crossing the “t’s” and dotting the “i’s”. Attention to detail.
These are all classic introvert traits, but the news is not all good. Introverts may struggle at engagement. I’m not much for chit chat and that is a definite handicap. Being able to comfortably engage with others is a huge aspect of social selling. While I sometimes struggle with this … I will still do it. Results, not actions.
The point is … we all fall short in certain areas. It is what we do and how we use that which we have that will make us ultimately successful … or not. That ball is placed firmly in your own court. Be creative. Stretch. Both introverts and extroverts do have the necessary tools to be successful at social selling,
If you are part of a team, perhaps a co-worker might be perfect for filling in some gaps. If, like myself, you are solo … you simply do your best with what God gave you or you hire someone to help you. What you don’t do is fold up like a cheap suit.
Craig M. Jamieson
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