It seems that a considerable amount of marketing and sales advice to self-employed professionals is aimed at extroverts. “Go to networking events and meet new people,” the authorities say. “Speak in front of groups.” “Call people up and chat with them.”
If you are an introvert, these experts might as well be telling you to fly to the moon. What if you don’t enjoy public gatherings, dislike being the center of attention, and hate to call strangers on the phone? Can you still do well at personal marketing?
When it comes to getting your marketing done, you may have the best of intentions. You’ve set aside time on your calendar, outlined the actions you want to take, and called an accountability buddy who’ll check in with you in a few hours. And yet, here you are, stopped in the face of getting things done, wondering what the heck happened.
It’s likely your old friends fear, resistance, and procrastination have come to visit.
When this trifecta hits, it can be unsettling. You’re an accomplished person, running a business and taking care of those you serve. How can it possibly be that you’re finding it hard to do the marketing you said you were going to do? Especially when you actually want to do it?
To the average self-employed professional, following up with prospective clients feels awkward or even scary. You hate making phone calls that might not be welcome. You think you might be pestering people. You worry about being rejected. You aren’t sure what to say. After all, how many times can you ask, “Are you ready for us to work together?”
I get it. My clients and students share concerns like these with me all the time. I’ve even had them myself.
“I don’t know how to market,” one of my coaching clients said. “I hate marketing,” declared another. “The marketing thing feels so unnatural to me,” claimed a third.
My response to statements like these from my clients is to reply (gently and compassionately), “I don’t think that’s true. I think you’ve just misunderstood what marketing is, and how it works.”
When You Think You Don’t Know How to Market
When it comes to having a sales conversation, you may find yourself melting into a puddle. You might hear yourself say things like, “What’s the big deal about asking people to do business with me? I know it’s just a conversation between two people, and that people don’t bite, so why can’t I seem to do it? I wish I could just get over myself.”
There are two fallacies that contribute to these inner critic conversations; understanding these lies can be a lifesaver because only then can you get over yourself and become the sales pro you’re meant to be.
The number one complaint my clients and students — self-employed professionals — bring me about their marketing is that they aren’t doing enough of it. You would think this would be easy to fix. I could just tell them to spend more time marketing and selling, and that would solve their problem. But like so many other challenges in life, knowing what needs to be done doesn’t necessarily make that thing occur.
Consider losing weight, for example. If it were as simple as being told to eat less or exercise more, we would all be as thin as we wished just by deciding to make it so. Since that doesn’t happen very often; it’s clear we humans need a bit more help.