The Introvert's Edge: How the Quiet and Shy Can Outsell Anyone

The Introvert's Edge: How the Quiet and Shy Can Outsell Anyone

by Matthew Pollard, Derek Lewis (With)


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Product Details

ISBN-13: 9780814438879
Publisher: AMACOM
Publication date: 01/04/2018
Pages: 240
Sales rank: 119,649
Product dimensions: 5.90(w) x 8.90(h) x 0.80(d)
Age Range: 18 Years

About the Author

MATTHEW POLLARD, known as "The Rapid Growth Guy," works with businesses around the world, from startups and service professionals to Microsoft and Capital One. Responsible for five zero-to-million-dollar businesses, he also founded Austin's Small Business Festival, now nationwide. A native of Australia, he now lives in the United States. DEREK LEWIS is a business ghostwriter who works with leaders from the IMF, SAP, and the Red Cross, among others.

Read an Excerpt


Looking back, though, I can easily see now why John failed. He simply wasn't a salesman. He was a typical engineer: an introverted, analytical problem solver. Nothing he learned could have possibly prepared him for selling real estate services to homeowners. Going out to meet new people and drumming up business was simply not in his nature.

It's not that he wasn't smart; obviously, he was. He wasn't lazy. But rather than focus on sales, he focused on doing things he was already good at. You could say that he was trying to save money by doing the work himself, but the truth was he hid from doing something that made him uncomfortable. Instead, he did what we all tend to do: gravitated to what he knew well. What's more, for introverts, the thought of selling their services isn't just unpleasant; it can be downright terrifying. Many of the introverts I work with can relate. They like doing what they're good at, and they hate doing what makes them uncomfortable (as do most people).

So, they concentrate on the work. Business owners often go into business for themselves because they're great at their functional skill. Lawyers start their own firms because they know the law. Electricians start their own electrical contracting companies because they're good electricians. IT professionals start their own consultancy business because they're proficient with a specific platform.

But just because you're good at something—or even great at it—doesn't mean that customers will automatically show up at your door. Even if you pour money into advertising (usually not the best solution to your sales problem), you still have to speak to people when they walk in or call you up. Marketing may turn up an interested prospect, but there's still a gap between the customer knowing what you do and actually wanting to buy from you. You still have to sell.

Of course, the problem is that lawyers, electricians, and consultants aren't salespeople; they're lawyers, electricians, and consultants. To them, sales is something done by salespeople.

These smart people can learn how to balance the books (like a bookkeeper would), how to hire and train employees (like a human resources professional would), and how to address customer complaints (like a customer service representative would). But for some reason, these same brilliant business owners don't think they can be taught how to sell (like a salesperson would).

That's because they believe that learning the law or electrical maintenance is a skill, whereas sales is a personality type. To be successful at sales, you have to be charismatic. You have to be outgoing. You have to know how to schmooze and how to work a room. You have to be likable. Sales is something where "you either have it or you don't."

That's the myth so many introverts buy into. They give up on sales before they even begin. They think that because of their personality, they're not good at selling. So instead of learning how, they plow their time and effort into getting better at their functional skill and pour money into advertising, hoping those two things will somehow magically close the gap. "Build it and they will come" may work in the movies, but if that's your strategy in business, you're just counting the days till you close your doors.

Here's another myth. What's the number one problem small businesses cite time and time again? They'll tell you it's finding customers. However, after working directly with so many entrepreneurs and professionals, in industries from writing to real estate to personal training, what I've discovered is that finding customers isn't really the problem. Business owners often have their head in the sand: They don't want to meet people, to network, to attend events, to get on the phone, or to set up meetings. They don't see the value in contacting past clients for referrals. And they have trouble qualifying leads and recognizing the ones with the most potential.

It doesn't matter if you're the best voice coach on the Eastern seaboard. If no one knows it, how can you expect to sell to them? These small-business owners and entrepreneurs climb most of the mountain, only to let their dreams die a few feet from the peak.

The problem is sales—but it's so easy to fix!

Working directly with thousands of business owners, salespeople, entrepreneurs, and professionals has taught me three truths:

1. Sales is a skill anyone can learn.

2. Anyone can create a sales process.

3. Armed with these two facts, introverts make the best salespeople.

Excerpted from THE INTROVERT'S EDGE: How the Quiet and Shy Can Outsell Anyone by Matthew Pollard with Derek Lewis. Copyright © 2018 Matthew Pollard and Rapid Growth LLC. Published by AMACOM Books, a division of American Management Association, New York, NY. Used with permission.

All rights reserved.

Table of Contents

Foreword by Judy Robinett xv

1. When Introverts Fail at Sales 1

The Problem with Introverts 5

What Happens Without Sales 9

The Myth of the Salesman 12

Knocking on Ninety-Three Doors 15

There's Got to Be a Better Way 19

Alex Becomes a Sales Powerhouse 22

7 Steps to the Introvert's Edge 26

2. Set the Stage (STEP ONE: TRUST AND AGENDA) 35

The Power of Indifference vs. the Reek of Desperation 40

The System Over the Sale 43

The Importance of Trust 46

Quickly Establishing Rapport 49

Quickly Establishing Credibility 53

No Hidden Agenda 58

Show Them the Script 61

Don't Let Your Customers Run Your Machines 62


Find the Bleeding 68

Listen, Not to Answer but to Understand 72

Find the Pattern in the Questions 76

Asking the Right Questions 78

Getting Strangers to Open Up 82

4. Speak to the Right Person (STEP THREE: QUALIFICATION) 85

Getting Past the Gatekeeper 90

Don't Waste Your Time 91

Be Nice to the Secretary 93

Why Is This Step Three? 94

People Love to Qualify 96


Embed the Solution in a Story 105

The Science of Storytelling 107

Crafting Your First Story 109


Sidestep Objections 122

Don't Sell Yourself as a Salesperson 124

7. Take Their Temperature (STEP SIX: TRIAL CLOSE) 127

Toe in the Water 131

The Double-Bind 133

8. Ask Without Asking (STEP SEVEN: ASSUME THE SALE) 137

How to Handle Price 143

Don't Treat Sales like Glass 146

Find a Way, Not an Excuse 151

9. Perfect the Process 155

Do an Eval on Yourself. Really. 160

One Thing at a Time 162

10. The Introvert's Edge in Real Life 165

The Ghost of Business Past 167

What I Did Then 173

What I Do Now 175

Why Bother? 187

11. Mastery 189

Everyone Loves Options 194

Preparing to Scale 195

Don't Surrender Your Business 198

When Sales and Marketing Work in Unison 200

The Introvert's Edge 208

About the Author 209

References and Further Reading 213

Index 215

Acknowledgements 219

Bonus: Your Exclusive Invitation 221

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The Introvert's Edge: How the Quiet and Shy Can Outsell Anyone 5 out of 5 based on 0 ratings. 4 reviews.
5280UnderwearEntrepreneur More than 1 year ago
As a sales professional for over 30 years, I understand the importance of continuous training and education. I also believe that we're ALL selling something, so this book is a veritable godsend for the introverts in the world who view sales as an unpleasant chore. I literally read this book in 24 hours (last Saturday Afternoon/Sunday Morning) and can honestly say that I will be re-reading this MANY times. While I've always considered myself to be significantly more extroverted than introverted, I was pleasantly surprised to discover that I may be a bit of both. GET.THIS.BOOK. READ.IT. APPLY.IT.
TamzinC More than 1 year ago
I am not an introvert, but having been coached by Matthew, I knew I had to have this book. It is a great reminder of all he taught, it keeps me on top of my game and moving forward. Matthew has a unique way to look at each person as an individual and this book does the same, you can take the techniques and use them to build your business. The framework will work for you, as individuals we all need direction, then we get to walk our own path to success. I highly recommend this book.
CarolynCole More than 1 year ago
This book is not only for introverts, though it is expertly written for them. It is a masterful presentation for everyone, of how to sell super successfully, with ethics and integrity, using Matthew's amazing approach/framework. He's known internationally as 'The Rapid Growth Guy' because he has helped transform over 3,500 struggling businesses into success stories. After listening/reading, you will know how he did it and how you can do the same for your business. 5-Stars all the way - love it - fantastic book!
ElizabethCal More than 1 year ago
Having struggled with sales for years (both in my previous job and in my own freelance business), I'm thrilled to have this easy-to-follow, straightforward process for communicating with new prospects, as well as existing customers who can benefit from some of my add-on services. My sales "process" used to be waiting through an awkward silence and hoping the person finally said yes. Now I have actual tools and a step-by-step system that makes everything so much easier and more comfortable. I'm still refining and practicing my sales script, but I have already seen a huge difference in the way I speak with customers, the way they respond to me, and in my confidence overall. This is what I have been waiting for!