Sales assistants are taught to welcome people with “How can I help you?”, and it is considered a polite greeting. In fact, many introverted customers often get irritated by such a “pushy” approach, especially when an actual “help” follows without being asked for. They would like to take a look around, unhurriedly read descriptions, and make a decision by themselves.
Of course, there are more ambiverts than extroverts and introverts in their “purest forms”. However, we can call introverts those who are inclined toward introversion for convenience. Being even 51% introvert may be just enough for a person not to buy into marketing tricks that perfectly work for more extroverted people.
And if you think that you can neglect introverted people’s preferences because they are a minority, do not underestimate their number so rashly. Unfortunately, we cannot always rely on facts just because they have been considered true for a long time. You have probably learnt a tongue map at school simply because nobody has questioned it until 1974, and textbooks continue to printthis misleading information by inertia. So it was with a statistically invalid statement about the predominance of extroversion that became “a fact”. There are many introverts among your customers.
Here it turns out, that you can win over the hearts and minds of certain people your competitors cannot – even if you work online. Similar rules can be applied on the Internet when you sell software, although you do not approach people directly.
We could not agree more that different people surely need different approaches. Does it mean you have to create at least two landing pages and ask visitors of your website to choose the one based on their personality type? Of course, no. However, you can add content that will speak to both audiences.
You can make a good-looking sales page oriented on more extroverted people and provide your more introverted potential customers with a possibility to look behind the curtain.
1. Create a good FAQ.
Does it sound obsolete to you? You may have heard that we do not need it anymore, since customers are no longer willing to read long texts and prefer using a search option. However, it stilldelivers value. Introverts like it when a company cares about its customers and collects the useful information in one place. Besides, you can easily create a user-friendly FAQ page.
2. Produce useful content.
Of course, you have heard Bill Gates’ “Content is king”. Let us believe a person who managed to earn billions. However, many misinterpret this statement. They produce a lot of content just for the record and SEO purposes by rewriting what already exists, for example. If you want introverts to respect you, be useful for your customers not just for your software, but also for your valuable advice that do not require using your products. It would be very good if you have a company blog. You can write posts on the industry news and how-to guides in plain, accessible language. For example, you can make a series of articles on how to remove AdWare on Windows, or write a comprehensive post and name itTips to improve your Mac performance, if you work in the niche of system optimizers.
3. Sales pitches are not for introverts.
It is desirable to avoid exaggerating in your informative articles, if you mention your product there. Try to abstract from traditional marketing techniques. For example, it has already become axiomatic in marketers’ minds that call to action phrases work best for sales. However, to introverts they often sound aggressive.
4. Business model matters. Of course, you will choose it depending on other factors. However, you have to know that offering a trial version will get you a plus in the eyes of introverts, since they prefer substance to fluff and need to "hold a product in their hands" before buying it.
5. Last but not least. Give people a possibility to contact you via different channels. Some businesses have presence only on social media since they think everyone has profiles on Facebook or Instagram. It is not the case with introverts. They will appreciate a possibility to write you a traditional e-mail.