Humor in Sales: Ready to Ditch the Serious Salesperson Act for Good?
“People don’t buy for logical reasons. They buy for emotional reasons.”
– Zig Ziglar (Sales guru – and probably someone who knew how to tell a great joke)
Let’s be honest: Are you one of those people who still avoids humor in sales and bores your customers with stiff, technical sales talk? If so, sadly – you’ve already driven a few customers straight into your competitors’ arms. But don’t panic. There’s hope. Humor in Sales Humor is your ticket out of lost sales, dead-end calls, and deals that get shut down before they even start. Laughter isn’t just healthy – it’s highly profitable. That is, if you know how to use it the right way.
This isn’t about becoming the next stand-up comedy star. It’s about being human, breaking down barriers, and building real relationships – the kind that make customers buy without even realizing it.
Why Humor in Sales Is Non-Negotiable
It’s time for a revolution. Here are some cold, hard facts about why Humor in Sales works:
- Humor builds instant connection and trust.
Whether it’s a cold call or a late-evening meeting, your customer’s likely expecting another run-of-the-mill sales pitch. But instead, you surprise them with a warm, humorous line. Walls come down. Smiles come up. Humor sends a powerful signal:
“Hey, I’m human – and I see that you are too.”
In that moment, you’re no longer just a salesperson – you’re someone they feel comfortable with. And trust starts there. - People buy from people – not from robots.
A good joke shows you’re not just selling a product – you’re a human being. No one wants to buy from a walking brochure. - Humor is memorable.
Your competitors are listing features. You’re making them laugh. Guess who they’ll remember? - Humor disarms objections.
“That’s too expensive.” “I hear you – I say the same thing about my wife’s shoes. And somehow, she still ends up with three new pairs.”
Now the conversation keeps going – and your client is smiling.
How to Use Humor Strategically in Sales
1. Nail the Opening: First impressions count.
No one wants to talk to a dry, overly serious salesperson. Start with a line or story that sets the tone. For example:
"Before we begin – coffee or tea? I just want to make sure we’re aligned on the really important stuff."
or
"Don’t worry, I promise I don’t have 100 slides with me. At most 98."
or
2. Tell stories that make customers laugh – and want to buy.
Emotion beats information every time. Dry facts are out. Entertaining anecdotes are in.
“One of our clients said our product was so easy to use, even his 10-year-old could handle it. Still not sure why father can’t.”
3. Objections? Respond with charm, not tension.
Customer says, “This isn’t right for me.”
You reply: “Really? ... Your answer doesn’t correspond at all to my horoscope today.”
4. Use the moment – situational humor works wonders.
Stuck in a long meeting?
“I don’t know about you, but I’m seriously considering ordering pizza. I vote Hawaii because it sounds like a holiday.”
It shows you’re tuned in – and that you can read the room.
5. Be real – not a wannabe comedian.
Humor has to feel natural. If a joke feels forced, your customer will sense it. So don’t try to be someone you’re not. Be yourself – just with a wink.
The Do’s and Don’ts of Humor in Sales
Do
- Be charming:Humor in sales should entertain, not offend.
- Read the room:Humor is situational. Be spontaneous, but aware.
- Keep it light:Laughter builds bridges – use that to create genuine conversation.
Don't
- Use sarcasm:It can come across as arrogant or dismissive.
- Go for childish jokes:If your line sounds like it came from a kids’ joke book, skip it.
- Overdo it:Humor is the cherry on top – not the whole cake.
must
- Join a humor workshop at Spence Academy 😉
What Humor Can Do for Your Sales
Humor in sales isn’t just about getting a few laughs – it’s a serious performance driver. Here’s why: Customers don’t just buy products or services. They buy emotions, connection, and trust. Humor helps you create all thr
1. More attention: Humor keeps customers engaged.
In a world full of distractions, attention is gold. Humor grabs it – and holds onto it. It makes customers want to keep listening.
2. Stronger connections: Emotions build trust.
Buying is emotional. And humor is one of the fastest ways to create emotional connection. When your customer laughs, they feel understood and safe – and that builds trust.
3. Fewer objections: Humor lowers resistance.
Objections are part of every sale. But how you respond makes all the difference. Humor helps take the pressure off. It turns confrontation into conversation.
4. More referrals: People share positive experiences.
When customers have a memorable, funny interaction with you, they don’t just buy – they talk about you. And referrals are the best kind of leads.
Ready to Make Humor Your Secret Sales Weapon?
Let’s get real: Do you want to keep having dull conversations? Or are you ready to get your customers laughing – and buying? Spence Academy will show you how to use humor in sales the smart, strategic, and authentic way.
In our training, you’ll learn how to:
- Use humorous openers to warm up any conversation
- Handle tough objections with charm and wit
- Tell funny, relatable stories that stick – and sell
- And most importantly: enjoy your sales conversations again. The result? More fun, more trust, more customers – and more closed deals.
Book your place in the next Spence Academy course now.
Click here and get started with humor in sales.
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