Humor is a powerful tool that can help you build rapport, ease tension, and overcome objections during negotiations with customers. But how can you use it effectively without offending, confusing, or undermining your credibility? Here are some tips to help you master the art of humor in media sales.
The first rule of humor is to know who you are talking to and what they find funny. Different cultures, industries, and personalities may have different preferences and sensitivities when it comes to humor. Do some research on your customer's background, values, and interests before you crack a joke. Avoid topics that are controversial, offensive, or too personal. Use humor that is relevant, appropriate, and respectful to your customer's situation and needs.
Remember: you are part of the audience experience. They are meeting you for the first time and you are meeting them. I have learned that obvious humor works as an Icebreaker: For Example: "your probably looking at what Iam wearing and yes, your first thought is correct...I am indeed an attorney for the Wonka Factory".
The second rule of humor is to be yourself and use humor that reflects your personality and style. Don't try to copy someone else's jokes or force yourself to be funny if it doesn't come naturally to you. Humor should be spontaneous, genuine, and sincere, not scripted, rehearsed, or manipulative. Use humor that is positive, uplifting, and optimistic, not negative, sarcastic, or cynical. Humor should enhance your message and your relationship, not distract from it or damage it.
The third rule of humor is to know when and how to use it. Humor can be a great ice-breaker, a tension-reliever, or a rapport-builder, but it can also be a deal-breaker, a turn-off, or a deal-killer if used at the wrong time or in the wrong way. Use humor sparingly and strategically, not excessively or randomly. Use humor at the beginning or the end of a conversation, not in the middle of a serious discussion or a crucial point. Use humor with confidence and clarity, not with hesitation or ambiguity.
The fourth rule of humor is to listen to your customer's response and adapt accordingly. Humor is a two-way street, not a one-way monologue. Pay attention to your customer's verbal and non-verbal cues, such as laughter, smiles, nods, eye contact, or silence, frowns, shakes, avoidance, or discomfort. If your customer responds positively to your humor, you can continue to use it to build rapport and trust. If your customer responds negatively or neutrally to your humor, you may need to change your tone, topic, or approach.
This is where Timing is mission ciritical. I believe all good public speakers, at one point or another will learn this. Being present and in the moment and practicing active listening is the key to if Humor not only works but is necessary.
The fifth rule of humor is to learn from your experience and improve your skills. Humor is not a fixed formula, but a dynamic skill that requires practice, feedback, and refinement. Don't be afraid to experiment with different types of humor, such as anecdotes, metaphors, puns, or irony, and see what works best for you and your customer. Don't be discouraged by failures, but learn from them and avoid repeating them. Don't be complacent by successes, but learn from them and build on them.
Humor can be a powerful ally in media sales negotiations, but it can also be a risky enemy if used poorly. By following these tips, you can use humor to build a stronger relationship with your customers and achieve better outcomes.
Cracking a joke on oneself that ties to the product benefits works very well. Eg, I have large feet, while suggesting denim fits I have often joked about mine and immediately highlighting new ongoing shoe trends that will work well with the fits I am trying to sell to the buyers. Whether, B2C or B2B, whatever the industry, this authentic trick works pretty much all the time.