If you are an introvert trying to build your book of business, I’ve got good news. You don’t need to be the loudest person in the room to be a rainmaker. In fact, that might work against you.
Some of the most effective business developers I’ve coached are introverts. Not despite it. Because of it.
They don’t try to dominate the conversation. They don’t treat every interaction like a performance. They listen. They think. They build trust.
And they play to their strengths.
If you’re naturally introverted—or just allergic to traditional “sales” tactics—this one’s for you.
Here’s what works:
1. Choose depth over breadth. You don’t need to “work the room” or meet 50 people at a conference. You need a handful of meaningful conversations with people who matter.
Start here: Before the event, make a short list of 5-10 people you want to connect with. Reach out in advance by email or LinkedIn. Tell them you are looking forward to meeting/seeing them in person.
2. Let your follow-up do the talking. Introverts often communicate better in writing. Use that.
Don’t worry about dazzling in the moment. Instead, send a thoughtful follow-up:
- a helpful article
- a connection you promised to make
- a short note tying back to something they shared
Quiet consistency often builds more trust than charisma.
3. Ask better questions. You don’t need a polished pitch. You need genuine curiosity.
Try: “What’s something you’re working on that you are really excited about?” or “What are you hoping to tackle in the next 12-18 months?”
You’ll be surprised how quickly the conversation gets real. (And relevant.) Be sure to ask additional questions to go deeper. Then use what you learn to develop your follow-up/nurture approach.
4. Protect your energy. This isn’t about avoiding people. It’s about pacing yourself.
Let go of the pressure to do what you see your more extroverted colleagues are doing. You don’t need to attend several events or have lunches and happy hours stack up every week. You can block 30 minutes every morning and knock out all your BD activities. Or stack in-person meetings on one day a month when you’re feeling more social.
You’re not less capable—you’re just wired differently. Design around it.
Final Thought
You don’t need to fake extroversion. You don’t need to master small talk. You definitely don’t need to become someone else.
You need a BD approach that fits you—your personality, your strengths, your bandwidth.
That’s what makes it sustainable. And effective.
