Earlier this week I tweeted, “Try your best to begin every meeting with laughter. Nothing brings you and your prospect together more effectively.” This strategy is more powerful than you might first think; read on.
It takes a buyer and a seller for a sale happen. Sales is a business of people, by people and for people. In fact, that may be one of the reasons you got into sales in the first place. It is indeed a “people” business, and one of the most powerful ways to connect with your prospects, on a very emotional level, is by incorporating humor into your selling process. Those of us who have been through Old Brain training learned that decisions are made on an emotional level first then justified later by the conscious mind. And humor is an emotion that is not only enjoyable, but powerful.
Sincere laughter makes people feel great and they remember the people that make them laugh often. Maya Angelou wrote the quote, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
I’ve worked with sales pro’s whose customers actually look forward to a visit or a call from them. Why? Their customers say their rep is “upbeat” or “fun to be around.” Their visits are a bright departure from an otherwise routine and stress-filled day. Sound like they are talking about you??? If not, it may be time to lighten up!
Sometimes, Bob will actually disguise his voice in a different manner each time he calls. He does this, of course, after familiarizing himself with a customer. Bob has established quite a following and has become very well known among his customers, their staffs, fellow salespeople, partners, and even his competition. As a result, his brand of humor has aided him in establishing a special relationship with all those he deals with. He is a bright spot in their day and as a result, accomplishes things that few others else can. If you asked his customers, “Tell me about Bob.” they would recall him as someone who brought a smile to their faces on an otherwise stressful day. If he hadn’t used humor, Bob would just be “another salesman who wants to sell us something.” He did something which made him stand out. Remember that a key premise in successful selling is that people are more likely to buy from people they like and people who are different.
Disclaimer: Personally, my default position is the be systematic and in total control. That does not always go well with humor. But, just ask my family and friends, I can be really funny! I’m just not a natural like Bob. But if I’m with a client who clearly has a great sense of humor, and the situation is just right, I can deploy humor very effectively. So that’s me. Bob can be funny in almost any call. It’s an amazing talent I just don’t have, and maybe you don’t have it either. But don’t sell yourself short. Humor is far too powerful a tool to ignore. Maybe not all the time like Bob but when the situation makes it comfortable for you to use, use it! you…
If you want to stand out by using your sense of humor, here are a few tips:
• Listen carefully to your clients to determine what the appropriate humor style is. Be prepared to adapt your “humor strategy” to match that of your clients, but know that, with some customers, humor will not be an option. For them, you’ll have to pursue a “strictly business” approach.
• E-mail appropriate humor to them only after you’ve received their permission to do so. They may not appreciate the impact on their inboxes. Never E-mail anything even remotely “off-color”, offensive, or suggestive. But E-mailing something that makes them laugh is an easy way to stay in touch and shows you’re thinking of them.
• Determine your client’s special interests and hobbies and use humorous anecdotes that are pertinent to them. For example, if they play golf, good jokes abound about the trials and tribulations of the struggling golfer.
• Use humor to discharge tense or uneasy situations. If your customer is stressed about closing your sale, use a little humor to relieve the pressure.
• If using humor is not natural to you, don’t push it. Just be looking for opportunities to use humor that is comfortable for you. If you are watching for those opportunities, you will be surprised at how often they arise.
In the end, it’s about loosening up. Up-tight sales people are often NOT effective sales people. Professional, but fun, beats stodgy and up-tight most of the time.
Onward & Upward!
BH