The Art of Laughter: Training Salespeople to Use Humor Effectively

Humor is often perceived as the most social and enjoyable form of human interaction, yet it remains greatly underutilized in sales and business communication. It can be a powerful tool when leveraged appropriately, particularly in the early pipeline sales development, cold calling, cold emails, or LinkedIn outreach, making the process a lively and pleasant experience for both parties involved.

For SDR, combining humor skillfully with your sales pitch might be the game-changer that sets you apart; it was for me. However, it's crucial to understand that humor is a delicate tool and when used out of context or improperly, it may do more harm than good.

So, how can we increase our humor quotient and use it effectively for sales?

Understanding Humor

Firstly, it's crucial to comprehend different types of humor. It ranges from self-deprecating humor which exhibits humility, to wit that demonstrates intellectual agility, to raw humor that can border on risky. For example, when engaging with a prospect for the first time, self-deprecating or light-hearted humor may help to quickly establish rapport.

As SDR managers and directors, it's pivotal to instill in your team an understanding of different humor genres and their appropriate use. A session from an improv comic or a professional speech coach may give good insights into the intricacies of how and when to use different types of humor.

Just like any other skill or tool, it needs to be practiced to be understood and used properly.

Identifying Appropriate Humor

Not all humor is suitable for all situations. SDRs should be trained to identify the type of humor that fits a given situation and audience. A deep understanding of your prospects' environment, business sector, values, and culture may offer markers to what type of humor they might appreciate.

For instance, if you're reaching out to a prospect in a conservative industry such as law or finance, sophisticated wit or humor that highlights shared professional experiences may work best. On the other hand, if your audience is a tech startup, perhaps, you might be able to pull off a trendy meme or pun.

Be careful and understand what is and isn't appropriate! I've more than one time run into trouble by using the wrong type of humor with the audience! If done with the right kind of tact, the risks are minimal but the rewards can be fantastic.

Practicing Humor

Mastery of humor requires practice. Encourage your sales team to explore different forms of humor and to find their comfortable style. Regular team meets dedicated to sharing humorous anecdotes or jokes can hone their humorous expression. Video recording sales pitches and analyzing them can help in critically evaluating and improving your humor placement and delivery.

Real-life Examples

Having real-life examples can always provide practical insights. For instance, a seasoned sales professional shared an anecdote about using humor to shake off initial refusals. Once I was on a cold call, and prospect tersely stated, "I don't want whatever you are selling." Instead of winding down my pitch, I responded, "Oh, thank goodness! I wasn’t selling anything. I'm just calling to let you know you've won a lifetime supply of free advice!" The unexpected response triggered laughter. Right away a space opened that allowed me to take a conversation that was tense and adversarial to something less tense. "Look, I couldn't sell you anything right now even if you wanted to buy. I just want to talk with you about..." Then I continued with the pitch. I got a meeting.

Best Practices

Lastly, humor should never distract from the main sales message. It should rather serve as an enhancer, a way to create a bond with the prospect, soften the hard edges of sales conversation, and create memorable interactions.

Never force humor; it works best when it's organic. Also, ensure any humor employed is in good taste and is sensitive to diverse cultures and beliefs. Remember, the goal of humor in sales is to develop relationships, not to detract from your professionalism.

In conclusion, humor is a subtle yet potentially powerful sales tool in the hands of a skilled SDR. It is not about being the class clown, but more of an art to understand and balance its application, to connect, engage, and improve the sales experience. By taking time to understand, practice and apply humor judiciously, sales teams can truly turn humor into a competitive edge.

Remember, people tend to do business with people they like, so why not let those pearly whites flash more often in your sales conversations? The next time you're crafting your sales tactics, remember to pack a punch(line)!