What Every Working Comedian and Only Successful Salespeople Know

The funny thing about comedians and salespeople is that they're two groups separated by common demeanors; whereas salespeople have decided that life is a series of challenges that are to be overcome, comedians have decided that life is a series of challenges that are better left alone. The strange thing about this is that working comedians, who have decided not to participate in a normal life (almost by definition) end up doing things to simply exist in their world that only some of the top salespeople do to succeed in theirs. As sales professionals, especially those in the trenches of cold calling and early pipeline development, there's a lot you can learn from comedians.

The Grind: Stage Time Equals Face Time

For a comedian, the grind is all about getting on stage – as much and as often as possible. Every failed joke, every silent audience, is a step toward improvement. Similarly, in sales, the grind is about getting in front of prospects. The parallel? You have to fail a lot. The more calls you make, the more rejections you face, the closer you are to refining your approach and improving your pitch. It’s a game of resilience and perseverance. If you want to succeed in sales, fail faster.

Authority Onstage and Offstage

When a comedian is on stage, they're the master of ceremonies. Every line, every pause, every gesture holds power. In sales, when you’re in front of a prospect, you’re in charge. Your confidence, your product knowledge, your understanding of the client's needs – all these elements make you the authority. But just like comedians critique their sets post-performance, sales professionals must be equally critical of their pitches and meetings. Analyze what worked, what didn’t, and adjust accordingly. Most comedians are ruthless with their own performances the moment they get off stage. To some who haven't witnessed it, the switch can be truly amazing.

Surround Yourself with Hustlers

Comedians often hang out with other comedians, not just for the camaraderie but to learn, to get inspired, and to stay sharp. In sales, surround yourself with those who are where you want to be. Join networks, attend workshops, and engage with peers and mentors who push you to be better. This is where real growth happens.

The Last Joke and The Closing of the Deal

For a comedian, the last joke – the closer – often defines the success of their set. It’s what the audience remembers as they walk out of the club. Similarly, in sales, how you end your meeting or call can significantly impact how the deal progresses. A strong close, a memorable final point, or a well-placed call to action can make all the difference.

Real-World Applications:

Objection Handling

Comedians handle hecklers by being quick on their feet, turning a potentially show-stopping interruption into a laugh. In sales, objections are your hecklers. Embrace them, address them head-on, and use them as opportunities to further showcase the value of your product or service.

Adapting to Changes

A good comedian reads the room and adapts their routine on the fly. Similarly, in client meetings, be prepared to pivot. If the conversation takes an unexpected turn, use your product knowledge and understanding of the client’s needs to steer it back on track.

Creative Approaches to Prospecting

In comedy, it’s all about finding a unique angle. In sales, it’s no different. When reaching out via cold calls, emails, or LinkedIn, don’t just follow the script – be creative. Personalize your approach, use humor where appropriate, and always aim to stand out from the crowd.

Exercises and Best Practices

1. Role Play: Just like comedians practice their sets, sales teams should role-play various sales scenarios. This helps in refining pitches and preparing for different types of objections.

2. Record and Review: Record your sales calls and meetings, then review them. Identify areas of improvement, just as comedians review their sets to refine their jokes.

3. Networking and Learning: Regularly attend sales workshops and networking events. Stay updated with the latest sales strategies and learn from the experiences of others.

4. Creativity in Outreach: Experiment with different approaches in your cold outreach. Try incorporating a light touch of humor or a personalized comment about the prospect’s company or industry.

Whether you’re trying to make someone laugh or convince them to buy, the fundamentals remain the same – resilience, adaptability, and the ability to connect with your audience. Embrace these lessons from the world of comedy, and you’ll find that not only do your sales numbers start to improve, but you might also enjoy the process a whole lot more. Remember, in sales as in comedy, timing is everything, the audience is key, and the last impression is just as crucial as the first.