Time to make some noise for the introverts!

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We speak to From Unknown to Expert author Catriona Pollard…

In the workplace we’re used to the biggest personalities getting the praise, the promotions and the attention – but * whisper it * there’s a quiet revolution going on: the introvert is on the rise… With high-profile publications such as Forbes and Business Insider and a host of leading authors and businesspeople recently speaking out on behalf of the quiet ones, not to mention the rise of social media, the landscape is ripe for creative, super-gifted introvert minds to come out of the shadows.

One woman who has first-hand experience of battling her shyness and inhibitions to establish a hugely successful, high-flying business is Catriona Pollard – a Sydney-based PR and social media expert, self-confessed shy girl and author of new book From Unknown to Expert, a guidebook for talented introverts wanting to feel the nerves and do it anyway.

Until 2010, Pollard – despite being founder of her own successful PR and communications company – was a practicing introvert. Her epiphany came when she was asked to present a talk at a high profile conference in 2010. This time instead of saying ‘no’ to the opportunity, she said ‘yes’ and while her decision caused her sleepless nights and more than a bit of nausea ahead of the talk, her life changed beyond recognition afterwards.

Now she’s regularly asked to share her expertise on an international platform – she recently conducted a popular TED talk – she’s received millions of pounds worth of media coverage, is listed as one of the top 100 PR people to follow on Twitter, has an award-winning blog and is placed in the top 5% of people using social media.

We caught up with Catriona to find out about her journey from the shadows to the spotlight and to glean her expert advice for introverts and extroverts alike…

What was life as introvert like?

Nothing changed; I still have introvert moments. I just decided to change some self-limiting beliefs I had around standing in the spotlight. Being an introvert in business certainly has its advantages and its challenges, although I wouldn’t say I live my life in the background. For me being an introvert means I gain my energy not from other people, but by being alone. There are weeks where I will have had my energy zapped by rooms of hundreds of people. I love the adrenalin and the sharing, but I know I need to go sit on my ‘rock’.

Sit on your ‘rock’?

I live near the ocean, and I have a rock that I sit on that connects me with nature and just distils my energy. It’s a phrase my team use when they can see that I’ve been too extroverted. It goes something like, ‘Why don’t you go sit on your rock before you come into work tomorrow?’ It’s the perfect circuit breaker. I also find stepping into the spotlight to be scary. While I’ve had quite a bit of practice since that first moment in 2010 when I first stepped on stage to present in front of 100 people, it’s still a challenge for me. I find live TV scary! I get asked to go on a business channel, which is live, and each time I want to throw up from nerves. I go back to the Catriona on 9 November 2010 who found it so challenging to step into the spotlight but did it anyway.

How did you feel during your turning point presentation in 2010 and did you celebrate when you walked off the stage?

Once I realised what I could say could change people’s businesses, could help them get more customers, build relationships with interesting people, help them build their profiles I was no longer nervous. Instead I wanted to really help people. When I walked off stage I was exhilarated, I had broken through a personal barrier and shared my knowledge. It felt great.

Your book From Unknown To Expert shows people how to grow their profile and expand their influence by becoming a recognised expert in their field using PR and social media – does feel like the icing on the cake of all your hard work?

Yes and no. It certainly was an achievement to get the book published but it’s only the tip of the iceberg. From Unknown To Expert is the first part of an online business that we are launching over the next 12 months. There is a lot of hard work ahead and so many people I want to reach with my message.

Some of the world’s biggest leaders and thinkers have been introverts, J.K Rowling and Bill Gates being two – what attributes do introverts bring to the workplace?

Introverts are great at building relationships; they’re good listeners and effective networkers. This is because we put a lot of energy into maintaining and building one-on-one relationships and making those relationships count. Think about the last conversation you had that you left thinking, ‘That was such a great conversation’. I bet you did all of the talking!

How is social media a useful tool for introverts?

Social media is perfect for introverts as it’s just as much about listening as contributing to conversations. It’s also about creating relationships with lots of people that often feel like one-on-one relationships.

Are there any cues extroverts can take from introverts in becoming more successful in their field?

Definitely, you can always learn from others. Introverts are great listeners as well as fantastic networkers and relationship builders. Introverts are great at getting people talking, so we don’t have to do the talking ourselves. This skill is very effective in sales situations as well. Listening will get you so many more sales than talking. I’ve used this to build my business as it’s perfect for developing lasting relationships.

What can business leaders and team managers do to encourage talented but introverted team members?

Have a think about how to structure your office communication. For example, do you only do group brainstorming where generally only the loudest get to share their ideas? For us, we spend time on our own to come up with ideas and then come together to share those ideas around the room where everyone has equal access to the floor. If I feel that someone is speaking over other people, I will have conversations with that person (one-on-one) and change their behaviour.

Finally, why should talented introverts make the big move and move into the spotlight today?

Because they have something to say that could be beneficial to others. I genuinely believe the world would be a better place if more people shared their ideas, opinions and expertise. But this requires more people to step forward and share their stories.

Introverts, are you ready to shine? Here’s how, according to Catriona Pollard…

Stand in your power

Don’t let self-limiting beliefs stand in your way. You know the ones: Do I know enough? Do I know more than the next person? Am I really an expert? Believe in yourself, your knowledge and your hard-won experience. See yourself truly as an expert and be prepared to tell people that’s what you are.

Explore your motivation

Ask yourself why you want to be considered an expert or thought leader. If your motivation is purely to get sales then your audience will quickly see this and won’t respond positively to you. The biggest thing you need to realise is that promoting yourself isn’t actually about you – it’s about the people you want to influence. To really be seen as an expert you have to share something of value whether this is your IP, time or expertise.

For me, my motivation is to share my knowledge and teach as many people as I can about how to do amazing PR and social media. This goal is what drives my blogs, the articles I write, pitching myself to the media and my presentations at conferences.

Don’t be afraid to ask for the sale

This reluctance is often fed by self-doubt.  But someone who believes in themselves, sees themselves as an expert and understands their own value shouldn’t be afraid to ask for what they want – be it the sale, a promotion or even to ask people to read your latest blog post.

Find your stories

When you start telling your stories and sharing your expertise to help people, you will be amazed with the emotional connection that you start building. Your stories can be personal, professional or stories that let people know who you are, what you do and what you stand for.

Tell the world

PR and social media are great vehicles for telling your story and reaching out to people, like your customers. They can be used to build your profile, reputation and credibility. When you are well recognised as an expert in your field, your target audience, key organisations and the media take notice of you. Naturally this can lead to more sales, paid speaking opportunities, referrals and opportunities you never even dreamed of start falling into your lap.

http://www.catrionapollard.com

https://unknowntoexpert.com

everywomanTrends is an article series focusing on the newest thinking and popular discussions around all things related and of interest to women in business. If you have an idea for an everywomanTrend article you can get in touch with us at [email protected].

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