Marketing Effectively to Introverts and to Extroverts

In the last blog entry, we introduced the proclivities for interaction by introverts and extroverts.

The problem is that our marketing tactics don't take into consideration this reality. One half of our target audience is likely to seek a personal response. The other half will avoid it.

Below I present five principles that will help marketers and sales persons more effectively respond to the buyer's level of introversion/extroversion.

1. One response path is not sufficient. You must design different response paths for introverts and for extroverts.

If all of your activities lead to personal interaction (think some type of follow-up sales call), you will turn off your introverts while attracting your extroverts. If all of your activities never lead to personal interaction, you will frustrate your extroverts as well as the introverts who need to connect with you.

2. Clearly word your call-to-action to appeal to the introvert/extrovert.

For example, for the introvert use something like "read about the topic". For the extrovert use something like "start a conversation with us on the topic". The idea here is to clearly show that you are not going to lead them into a level of interaction they don't want to take at this time.

3. Or better yet, have two ways to respond.

There are different marketing theories on the correct number of calls-to-action in a marketing piece. However, given what we have just noted about introverts and extroverts, it is unlikely that a single call-to-action is going to appeal to both types. The extrovert needs a clear path to a personal connection where he/she can obtain the information. The introvert needs a path that doesn't require human interaction to obtain the information. To be clear, we are not talking about multiple calls-to-action that don't relate to the same information. We are talking about two different responses that lead to delivery of the same information with the type of interaction controlled by the buyer.

4. Honor the buyer's choice of response mechanism.

The worst thing you can do is to initiate a clear response pathway for your introvert/extrovert and then violate it. This breaks any trust you may have created by giving them the choice in the first place. Do not call or email your introvert unsolicited. Instead, give introverts lots of opportunities to initiate a personal discussion with you. They will do so when they are ready. Do not respond to extrovert's request for information by shoveling off documents to read. Ask the extrovert in which form they would prefer to receive the specific information. Unless the information is highly detailed, extroverts will prefer a conversational approach, not a written approach.

5. Don't mistake email for a conversation.

If you are following these guidelines, your sales team probably now has more time on their hands because they aren't calling all of those introverts. This means that they can have real, connecting conversations with those buyers who want them. Avoid having those conversations via email. In the initial stages of a relationship, so much gets lost in translation when email is used. Create the responsive environment the buyer wants by phone or face-to-face. (Unless there are language or other barriers that make these options uncomfortable for the buyer.)

On the web, make it easy for the visitor to respond to you and start a conversation. Use words that invite them to do so. Don't simply hide your phone number on a contact page. Support the conversation invitation by prominently displaying your phone number.

Finally, remember that the buyer is in the driver's seat. No matter how much you would prefer to be there, you aren't. You risk alientating the buyer and negating all of the connective work you have achieved when you force the buyer to respond your way.

Comments

[Patricia Weber]

Wise tips! Given that about 48% of the population are introverts. I particularly like tip 3 - to include different ways to respond; that way a marketer cuts across the divide.

One other thing marketers need to factor in: the introvert (I am an INTJ) is typically slower to decide. The number of touch points of follow-up needs to range in the higher end of the typical 6 to 21.

Patricia