Running a business is not for the faint of heart. Besides being a masterful juggler, as a small business owner, you are likewise your sales and marketing department. Confirming if you’re an “innie” or an “outie” is fundamental to acquiring the clients you want to grow your business.
The Changing Behavior of Your Buyer
Marketing has taken a major turn in the last two decades. The introduction of social media platforms and the explosive growth of blogs are altering buyer behavior.
More and more buyers prefer to research – if not shop – online. Even when buying local (i.e. face-to-face), 57% of buyers have done their homework on you – and your competitors – before they walk through your door. 
Some buyers turn to the Internet using key search terms. In fact, 71% of buying decisions made in the United States start with Google. (Click to Tweet)
One study reported that 59% of buyers turn to their colleagues and friends for recommendations. And, get this! Research conducted by Chadwick Martin Bailey and iModerate Research Technologies found that consumers are 67% more likely to buy from brands they follow on Twitter, and 51% more likely to buy from brands followed on Facebook. (Click to Tweet)
What does this have to do with whether you’re an “innie” or an “outie”?
Absolutely nothing! Actually, that’s not completely true.
Sell it Your Way
The behaviors of today’s buyers indicate that an online presence is not only nice to have, but a “must have,” in order to be considered as a relevant choice by your potential consumer.
But, like Burger King when they launched their “Have It Your Way” campaign in 1974, regardless of how the buyer prefers to buy, it’s important to your success – and that of your enterprise – that you network in a way that fits your style.
A case in point is a shiny, new entrepreneur who recently attended a major industry symposium. With three (3) floors of exhibits staring her down, she hit the exhibition hall making friends and influencing prospects at every turn. She’s an “outie.”
As an “outie,” more commonly known as an extrovert, being in close proximity with others energizes her. She’s genial, friendly, and unreserved. However, despite the trends in online buying behavior, if our “outie” remains pent up alone in her home office for too long , she becomes easily bored and begins to “fade” away – along with her confidence and optimistic future.
An “innie”, or introvert, on the other hand, finds that being around people for long periods of time is exhausting. Being out and about among throngs of people, like our “outie,” is likely to drain the “innie.” (Good luck trying to get her to attend the next face-to-face networking event!)
“Innie’s” turn in to recharge and/or energize themselves. Smaller, more intimate settings are much more up their alley. Often, “innies” communicate better in writing than in person, which makes them excellent candidates for an inbound marketing strategy to acquire new clients.
Regardless of the latest trends toward an inbound marketing strategy, it’s important to your success to honor yourself when choosing your lead generation strategies.
Learn to network, sell, and grow your small business your way. If you’re an “outie,” get out of your office and meet your potential clients. If you’re an “innie,” let’s chat on twitter.
Are you an “innie” or an “outie” in your small business? (Click to Tweet)
