MAKE IT WORK * Your Tool Box
Only Connect!
I Networking Tips For Introverted
Business Owners.
f you’re an entrepreneur, you probably
identify as a go-getter, an idea person,
and a deeply passionate individual; most
successful entrepreneurs tend to be all of
these things. As many business experts will
tell you, though, entrepreneurs also have
an edge over the competition if they are
extroverted relationship-builders. Selling
your business—and by the same token,
yourself—is critical to building your net-
work of clients and partners. For some, the
interpersonal stuff is the easiest part of the
job. But perhaps you—like me—don’t con-
sider yourself an extrovert. Maybe you’re
so staunchly introverted that selling your
business is a constant drain. You’re pas-
sionate about your idea and your skills, but
without a network, you don’t have much.
If you’re not exactly sure where you
fall—sure, you like meeting new people,
but you’re not much of a salesman—then
the Myers-Briggs Type Indicator personal-
ity test is a great way to get a keener insight
into your business style. Based on the theo-
ries of Carl Jung, the test measures four
personality dichotomies: Extroversion/
Introversion, Sensing/Intuition, Thinking/
Feeling, and Judging/Perception. An indi-
vidual’s responses to a series of questions
give them one of sixteen different combi-
nations, or “types.” If you’ve never taken
the test before, there’s a free version of it
here. Knowing your type is incredibly help-
ful to career planning!
can still be a highly successful entrepreneur,
though building your network may always
be the hardest part. As a freelance writer
and editor for the past four years, it often
feels as though my “business” is only as
stable as the next connection that I make.
Networking has never been my forte, but
I continually work with my MBTI type to
improve. Here, a few suggestions:
E-network. Yes, the strongest connec-
tions are usually made face-to-face. But
that doesn’t mean that a well-timed email
or LinkedIn message isn’t useful. For intro-
verts, an email often gives that much-needed
time to reflect and compose your message,
rather than making off-the-cuff remarks.
Cold-calling businesses is great, but I also
find that an in-person encounter can be
boosted with email. For instance, after be-
ing introduced to someone: “It’s been great
chatting with you. I’d love to send you an
email to tell you more about my business.”
Reach out to friends and family. It
may sound obvious, but your loved ones
can offer a lot of business support sim-
ply through the people they might know.
This doesn’t mean posting a catch-all on
Facebook (along the lines of “Who knows
someone that can get me some work?!!”).
Rather, find some time to take a friend or
relative out for coffee. Mention that you’re
trying to build your network, and say that
you’ve heard they’ve been working closely
with x, y, or z. Ask if they wouldn’t mind
If you’re taken the test and discovered connecting you.
(or confirmed) that you’re an introvert, you
Choose your events carefully. Some net-
working events are easier for introverts than
others. I’ve always dreaded walking into a
room full of strangers with very little com-
mon ground, the expectation being that ev-
eryone just introduces him or herself and
makes small talk (alumni events are often
like this). However, there are many much
less painful events that are secret networking
opportunities. An art exhibition opening,
for instance, or a magazine launch will have
everyone talking and interacting, but also al-
low for walking the venue alone, thinking
and observing. Try to find events in your
field (for instance, if you sell gourmet foods,
then check out a cooking class).
Don’t pretend. “Fake it ‘til you make it”
may be a popular expression, but “pretend-
ing” to be an extrovert is rarely a wise idea.
First, you’ll emotionally and mentally fatigue
yourself. Second, you’ll give a false impres-
sion to your new contact. When your put-
on personality starts to fade (and it definitely
will), you’ll leave them confused, like you’ve
given them hot and cold signals or perhaps
just that you aren’t who they thought you
were. Be yourself, take the alone time that
you need to regroup, and work with your
personality to be the best entrepreneur that
you can. By Kelly Reid
Kelly Reid is a freelance writer and editor
whose work has appeared in Toronto Life, Kings-
ton This Week, Profile Kingston, and others. She
welcomes correspondence from potential clients
and partners at kellyelizreid@gmail.com.
Connecting Women In Business
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