Using Humor to Gain Sales

Posted on 01. Jan, 2009 in Newsletter

By: Justin Demetsky

Sales is a complex business. We all know from our years of experience, training, and knowledge, that there are many different ways of closing a sale. What is the best strategy to employ when attempting to close a sale? There are many closing techniques that all sales professionals learn over the years. The question is, which one works best? Well, a long time ago I heard a top producer say “the secret to closing sales is doing things right during the whole sales process. If you do that, closing the sale is easy.”

When I heard that, I thought it was brilliant. It all makes complete sense. It doesn’t matter how crafty your close is, if the customer doesn’t like you, you won’t get the sale. If you present your product well and get the customer to like you, you will get the sale. I am sure we all know how to effectively demonstrate our product, but getting the prospect to like us is a different game . All people are different, and it isn’t always easy to get prospects to genuinely like us and want to buy from us. When I think back over the years , I realize that every time I have had the prospect laughing with me, I have gotten the sale. It works every time.

Well placed humorous remarks that get the customer to relax and let their guard down, is the best way to get a prospect to like you. I’m not talking about being a clown or overdoing it, I’m talking about being yourself and showing the prospect that you are a real person with personality and you are on their side.

I have had some moments over the years when the customer and I were both laughing our heads off, and I cherish those sales above all the rest. Recently a customer asked me what kind of warranty the product I was pitching had and I jokingly replied ‘what do you want to hear?’. The customer really thought that was funny and then he said many humorous things himself that had me laughing and we formed a great bond. I knew I would get the sale , and I did. Another example is once a customer asked me if I get paid commission and I replied “No, no the truth is, I don’t get paid a dime here, I am here on strictly a voluntary basis….I’m here to help, you are the real winner.” They liked that a lot and they ended up buying too.

These are just a few examples, but I think you understand where I’m coming from. As much as we hate to admit it, people in our society, don’t have a very high opinion of salespeople. This is hard to realize because we are all such a fabulous bunch, but it’s true. When a prospect first engages us, they don’t like us or trust us. It’s our job to break down the walls they put up and show them we are decent people too. Using humor will break down those walls more than anything else. So, the next time you talk to a customer, joke around with them and get them to have a good time with you. If you do, you will get the sale every time, and then you will be laughing too…..all the way to the bank!!

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Justin Demetsky has been in sales for over seven years in many industries including real estate, auto and mortgages. He has been a top producer everywhere he has worked. He is currently an Account Executive for Manufacturers Resource Network where he sells construction equipment. Justin grew up in Virginia and attended Robert Morris University where he was an offensive lineman on the football team. In 2002 Justin moved to Salt Lake City, Utah where he currently resides.