Most business owners know what it's like to feel nervous.
That all important first contact with a new prospect can often make the heart beat a little faster and trigger cold sweats.
For most of us, this is just part and parcel of running a business, but for those suffering from social phobia, living out these emotions is part of their daily routine.
Social anxiety disorder affects an estimated five million people in the UK
Social anxiety disorder affects an estimated five million people in the UK, and while all of us experience varying degrees of social anxiety in circumstance such as attending an interview or public speaking, the disorder can be debilitating for those with any aspirations of running a successful business.
For sufferers of social anxiety, simple everyday tasks such as working, shopping and speaking on the telephone can be an ordeal marked by persistent feelings of discomfort and self-consciousness. Even the thought of attending a simple networking event and talking to potential customers is enough to keep sufferers away from the working environment.
Despite being the most common type of anxiety disorder, social anxiety is still very much under-treated and can be extremely difficult to recognise.
Nicky Lidbetter, chief executive at Anxiety UK, explains:
“Social phobia is a very common anxiety disorder, and although there can be physical manifestations of the condition such as blushing, shaking or sweating, in many cases it is completely unrecognisable to an outside observer. Someone can be struggling with debilitating inner anxiety, but appear totally normal and confident to the people around them.”
As the disorder becomes more publicised, modern businesses are beginning to adapt to accommodate entrepreneurs with the talent but not the self-confidence to market their product through conventional means.
Tref Griffiths, MD of the online networking website Networkology.com, says:
“Not every entrepreneur is a born salesperson. Personally I intensely dislike telemarketing, so I outsource it and only concentrate on what I’m good at.”
Griffiths’ website uses bespoke software to create real-time speed-networking events that are played out entirely online.
“What we wanted to do,” he says, “was build a facility which recreated a traditional live networking event, but in an online environment.
“Not only did we feel this would bring business owners significant time and cost savings, but we could also help those who do not have the confidence to market themselves face to face.”
Websites like Networkology are heaven-sent for nervous entrepreneurs. Being able to have one-to-one contact with potential customers without leaving the safety of their computer screen is an ideal way to communicate for sufferers of social anxiety. As the disorder becomes more publicised, we should all take steps to make our businesses more accessible.
