Selling to Introverts: 10 Ways to Appeal to
Introverts' Marketing Preferences
by Marcia Yudkin
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
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.
Ebook Available on
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
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 sales pitch videos for
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
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.
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tips for the eight distinct types of
introverts, along with a success profile
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It's eye-opening and potentially
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
Personal Branding for Introverts
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
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.
Your marketing mentor,
P.S. If you're an introvert and could use
intensive feedback and guidance on your
branding, web site, marketing strategy or a
publication project, come work with me
one-on-one next spring on Maui.
retreat is structured so you have ample time to
relax on the beach and tour the island, too -
and most likely, your whole trip is tax
private marketing retreat.
What do introverts most love and hate when it
comes to marketing? Read the results of a
2013 survey of
nearly 250 self-described introverts.
And be sure to
download the free Marketing
for Introverts Manifesto!
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