Recently on the entertaining and educational TV show “Shark Tank,” two young entrepreneurs pitching their portable audio speakers were making little headway with five high-profile millionaires as potential investors. Indeed, one of the “sharks” had just declared herself out of the running. Then one of the entrepreneurs mentioned in passing that they’d sold their item on the QVC shopping channel.

“What, you’ve been on QVC? When were you going to mention this?” asked one of the investors, his eyes wide open.

The momentum picked up sharply and bidding ensued. The entrepreneurs soon walked off the set with a promise for the $150,000 they were seeking.

In another segment of the same show, a firefighter pitched his device that connected hoses to hydrants in two seconds instead of nine. Although he already had orders from fire departments and claimed convincingly that his invention would save lives, the millionaires were leery of investing until their questions prompted the firefighter to pull a consumer version of his invention from his pocket.

One of the “sharks” got so excited about the potential of an easy-to-use connector for garden hoses at home that he practically jumped out of his chair. Just before making his offer to buy all the rights to both the firefighter and home garden hose versions of the product for $1.5 million, he asked, “Do you have anything else in your back pocket?”

All too often I discover my own clients unwittingly keeping million-dollar facts about themselves hidden in their back pockets. Under my questioning, an achievement, attitude, idea or image casually emerges and, like the investors on “Shark Tank,” I can hardly sit still as I think about its potential. It holds the key to a dramatically higher level of appeal for the client’s ideal customers.

This is especially, though not exclusively, true for introverts. Introverts have a lousy business image in our culture, and many parents and business coaches believe there’s something wrong with someone who would rather read a book or build a boat in their basement than socialize. As a result it can be especially difficult for quiet, reserved people to claim their personality strengths and highlight them in a positive way.

In a survey I did last year, the personality strengths of introverts mentioned most often were creativity, good listening, trustworthiness, critical thinking and attention to detail. Clients are definitely looking for these traits in their service providers! And yes, to many clients these qualities are much more important than any superficial friendliness or ability to make small talk.

Summon your courage to say who you are and what you have to offer in a punchy, pithy way. Clients who seek exactly what you provide will find that more appealing than a conventional presentation. Those who are a mismatch with you go away. You experience fewer conflicts with clients, more long-term business relationships and increased referrals.

If you need help with this, get it so you can identify the powerful items that deserve to come out of your pockets, those that make ideal clients sit up and hire you, excited to have found you. Your reward: easier earnings and way more job satisfaction.

Author Bio: A bookworm as a child, Marcia Yudkin grew up to discover she had a talent for creative marketing. She now mentors introverts so they discover their uniquely powerful branding and comfortable marketing strategies. Download her free Marketing for Introverts audio: http://www.yudkin.com/introverts.htm

Category: Marketing
Keywords: introvert,marketing,personality,sales,introverted,branding,rebranding,business owner,consultants