subject: 10 Ways To Sell To Introverts Buyers [print this page] 10 Ways To Sell To Introverts Buyers 10 Ways To Sell To Introverts Buyers
Whether you're an introvert or an extrovert, you probably have
an unthinking tendency to market to people the way you yourself prefer to be communicated with and treated. If your target
audience resembles you, that approach succeeds. But if your
target audience differs greatly from you, you're shooting
yourself in the foot when you do that. Worse, unless you've
investigated or learned about the preferences of those with a
different personality, you may not realize the extent of this
disconnect.
For best results, you must market to people the way they prefer
to be marketed to, not the way you prefer to market or be
marketed to.
When you are selling to people who are reserved, quiet,
comfortable with themselves, independent thinkers and not the
life of the party - in other words, introverts - here are 10
important guidelines to keep in mind.
10 Ways to Sell Successfully to Introverts
1. Third-party credibility boosters. Introverts tend to be less
gullible than extroverts, because they're less swayed by
enthusiasm or the desire to follow the crowd. You want to win
their respect, and they respect media coverage, awards,
certifications, credentials and endorsements from industry
leaders who are known as the most competent in their field. Any
relatively objective indicator of excellence influences
introverts to become more interested in what you offer.
2. Confidentiality. Introverts treasure privacy, and they retreat
when they see that you might not keep their patronage of you
private. Coaches and consultants who illustrate their points with
examples from clients raise this suspicion, even if the clients
are identified only by a first name. Likewise, offering feedback
as part of a package but only in public can make introverts hang
back. Explicit reassurances about confidentiality can be crucial
to earn the trust of introverts.
3. Opportunity to ask questions before the sale. Because
introverts are less likely to get swept along by the breathless
enthusiasm of a sales pitch, they value the chance to contact the
seller to clarify something that's important to their
decision-making process. Saying there will be an opportunity to
get questions answered after the sale helps, also. If the
question-asking occurs in private rather than in a group setting,
all the better.
4. No gratuitous videos. Don't force a prospective buyer to sit
through a video in order to access introductory information about
your product. Introverts enjoy watching videos for entertainment
or for demonstrating how to do something, but when you deliver
information on video that that could easily have been conveyed in
text, they'll resent you for wasting their time. Forget about
"talking head" videos for this group.
5. No fluff or filler. Introverts hate hype. They also dislike it
when people don't get to the point. High-content communications
with some promotion woven into it or appended at the end
therefore go over best with introverts.
6. Samples. Because introverts prefer substance to fluff,
they're more eager to buy when they've seen a sample that
impresses them. So if you are selling a book, provide a free
sample chapter; if you are selling a coaching program, make a
sample session available, with the participant's permission
noted.
7. No name dropping. Some marketers like to refer to colleagues
as "my good friend (or buddy) so and so," but if you do that
too many times, introverts may lose respect for you. They'd
rather have fewer, closer friends, and they'll think you're
blowing hot air when you claim to have close relationships with a
lot of people. In addition, the mere fact that you know someone
important doesn't raise your status even a millimeter with an
introvert.
8. Personal attention. Introverts prefer to interact one-on-one
or in small groups. They don't like crowds. So if you offer
seminars, coaching, tours or workout facilities, do so on an
intimate scale. You won't catch introverts yearning to cruise on
a thousand-passenger ship, enjoying stadium-sized lectures or
belonging to a crowded, cavernous gym if they have another
choice.
9. Minimal pressure. If you sell overly aggressively and don't
give an introvert time and space to think through their decision,
they'll duck out and go elsewhere to buy. Deadlines are fine,
but not ten minutes down the line.
10. Practice what you preach. Introverts value consistency.
They're put off by a proofreading service that has a typo in its
marketing copy, a purportedly "green" company that wastes paper
or someone who says he's not selling something yet proceeds to
do exactly that. Make sure you embody the principles you espouse
in the way you promote your offerings and the way you treat
customers.
Above all, communicating in a calm, respectful, content-rich
manner wins over introverts. Be prepared, be succinct, be
substantive with them and you'll be successful.
21st Century Selling: An Anthology of Advice from Top Sales Pros
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