Did you know snakes shed their skin when it doesn’t fit anymore or because it is old or worn out? Imagine if we could do this. Unhappy with our persona and wanting to project a new one we shed that skin. In fact, we do this as we grow and learn but it’s a far more gradual and less obvious process.
Shedding my discomfort with networking and sales is not easy for me but I know in order to build a business it is a necessary part of my journey. For the clients and contacts who message me to thank me for continuing my work it is because of you that I continue. It is because of you I can see the value in what I do and as a purposeful driven Introvert that is really important.
I learned in Matthew Pollards first book in The Introverts Edge Series that I needed a system for sales and in his follow up book The Introverts Edge to Networking he continues that message. As Introverts we need a focused, strategic and smart approach to networking in order to manage our energy. By the way networking is really important for everyone not just business owners. You never know when you will need to find your next role.
Networking, he says got a bad rap from the ‘churn and burn’ mentality of the traveling American salesperson. He says his system will allow us to ‘walk out of every room feeling like we’ve made powerful connections, portrayed the best version of ourselves, and remained authentically ‘us’ the whole time’.
He describes three types of networkers, the transactional networkers focused on the sale, the aimless networker who builds some connections but it really goes nowhere or the strategic networker connecting with people who value your work and can help you reach your goals. I have certainly been the aimless networker.
In the strategic networking approach 90% of the work will be done outside of the room, music to my introvert ears. I just need to develop my process. It’s about owning my ‘uniqueness, passion and stories’. And I begin the process with planning, preparation and process.
Uncover your passion
I begin my shedding process by focusing in on my passion. Doing this means connecting with the reasons why I was drawn to coaching and training introverts. For me, that comes down to feelings. Feeling like I have said the wrong thing and overanalysing, feeling like I was being judged for not speaking up, feeling left out of groups, feeling like there was something wrong with me. This is ultimately what I want to do, help other introverts to not feel like this. I want other introverts to not hold back from pursuing opportunities. I see so many people with gifts who don’t pursue them because they feel they’re not good enough. I want other introverts to celebrate who they are. Matthew asks what work is important enough for us to make the sacrifices we make. We all have a finite amount of time and to make our work matter we must understand it’s worth. Why do you do what you do?
He sets a few myths straight about niching. First, it’s absolutely necessary but it doesn’t mean you can’t work with clients outside of this niche or focus on this niche forever but in line with our introvert personality it means we strategically focus our efforts. I am an Introvert Coach and so I have niched but to niche even further Matthew suggests looking to see where my current clients are coming from. Although I am a new business with a small client base, I noticed that 100% of my personal and corporate clients were from the tech or creative sectors. This is not overly surprising as many introverts are drawn to these industries but I had not noticed. This now gives me a focus to cater my message to these sectors.
Next, I have to identify my secret sauce. This reminded of what has been called the best pitch ever on Dragons Den. Levi Roots pitched his sauce to the judges and he made it stand out so much he got the investment. Best way to do this? Ask your clients. Find out what makes you stand out when you do what you do. Disclosure: I have yet to do this.
Stories are powerful, they target the limbic or emotional part of our brain and can bypass the cognitive where we logically assess what someone is saying. Physicist Stephen Hawkins said ‘quiet people have the loudest minds’. Matthew shared a story of a presentation he did where he created the most informative and detailed presentation he could. He found out afterwards the audience felt it was like a ‘fire hose of information’. This resonated with me because it is exactly what I have done and after a year of many presentations, podcasts and webinars that haven’t yielded much results I now realise I need to master the art of storytelling. Stories are also helpful when we are asked a question, responding with ‘let me tell you about….’ And even better is when we have carefully constructed and practiced these so they roll off the tongue. This is useful in any people interactions not just networking. As Maya Angelou said ‘people won’t remember what you said but they will remember how you made them feel’.
‘Your job when networking is not to download a lifetime of experience, but instead, tell a powerful story that educates and inspires’.
The next piece in the puzzle is to create our unified message. This should be catchy and create interest. If I introduce myself as an introvert coach and trainer people can put me in the ‘yet another coach’ box and it can stop the conversation, but a phrase that captures what I do but differentiates me creates interest and can open up questioning which is what we want.
Stay tuned as I am currently working on this and taking his advice of using a thesaurus to play around with different words. Matthew recognises it takes courage to take this step and stand out but really that’s what we are all meant to do because we’re all unique. I love Professor Brian Littles quote of ‘we’re like all of the people, some of the people and none of the people’.
The final piece is around our current network. He divides our network into champions, those contacts who are the ‘movers and shakers’ and momentum partners who would willingly help you to connect with others. We all have the potential to help each other out and at the end of the day that’s what networking is all about. It’s about building those relationships, offering reciprocity and supporting each other to reach our goals.
When you hit that networking room virtual or otherwise you will know exactly who you want to meet, your unified message to peak their interest and the stories that capture what you do so no need to have any anxiety about getting tongue tied or not knowing what to say and of course don’t forget the follow up to stay in that persons mind.
Keep taking small steps to build your network and I hope like me you are slowly shedding some of that old skin.