Sales culture, media, and conventional wisdom have historically promoted the idea that top-performing salespeople are loud, fast-talking extroverts who use their commanding presence and social skills to control the room to get prospects to sign on the dotted line.
While extroverts are known for their outgoing nature and ability to engage easily with others, introverts possess qualities that can make them effective salespeople. Murray Barrick of Michigan State University led a comprehensive study that found no correlation between extraversion and sales success. Instead, his research found that braggadocious over-the-top salespeople were actually more likely to alienate prospects than the more reserved sellers, which is bad news for Alec Baldwin’s character in Glengarry Glen Ross –“I made $970,000 last year. How much did you make?” (this is probably not the right approach).
Introverts have clear strengths they can play to in order to succeed in sales. Understanding these strengths can not only help introverts excel in their roles but can also encourage sales teams to leverage the diverse talents within their ranks. Your humble writers here at The Quota are self-described introverts, but don’t worry, because we’re not biased at all! ;)
1. Modesty & Humility
Prospects can often sense when a salesperson is being insincere. Introverts, who tend to be more reserved, usually come across as more genuine and sincere. Barrick’s research found that 91% of top salespeople had medium to high scores of modesty and humility.
Introverts have a natural inclination to avoid small talk and focus on substantive conversations that can help build credibility. This authenticity is particularly appealing in a sales context, where building trust is paramount. This can be a distinct advantage for the introvert who may under-promise and over-deliver, compared to a more bold salesperson who promises the prospect the world, the moon, and beyond.
2. Curiosity & Deep Listening Skills
One of the most significant advantages introverts have in sales is their ability to listen deeply. Barrick’s research found that 82% of top salespeople had extremely high curiosity levels, which led them to ask more questions and be more inquisitive with prospects.
Unlike extroverts, who might dominate conversations, introverts are naturally inclined to listen more than they speak. This trait allows them to understand the needs, concerns, and pain points of prospects more thoroughly. By paying close attention to what the client is saying, introverts can tailor their pitch to address specific needs, thereby building stronger, more personalized connections with potential customers.
3. Gregariousness
Believe it or not, the best performing salespeople actually don’t love talking to people all day. Barrick’s study found that top performers averaged 30% lower levels of gregariousness (the preference for being social and around people) than below average performers.
Introverts don’t need or want to be friends with everyone, especially their prospects. This helps them build trust, as they stick mostly to the facts and focus on solving problems. Introverts tend to form deeper, more meaningful connections because they focus on quality over quantity. They are more likely to engage in one-on-one interactions, allowing them to develop a genuine rapport with clients. This approach fosters trust and loyalty, which are critical for long-term success in sales.
Introverts possess a range of qualities that make them exceptionally well-suited for sales roles. Introverts usually don’t want to be the center of attention, which allows them to make customer conversations about… the customer, not themselves. Introverts are also more reserved and modest, which is likely to be recognized by customers and build genuine trust and long-term relationships. Check out the sales leaderboard at your company. Is the top performer one of the more quiet reps? When an extrovert is on top, you’ll likely never hear the end of it; when the introvert is on top, you might not even notice.
