Humor sells… or at least it helps. But why is that?
I dug deeper than a dog after a bone so you don’t have to. Here’s the science-backed truth about why laughter is a strategic advantage in sales and in business interactions.
Let’s think about selling at a neuro-chemical level.
Before you ask if I’ve lost my marbles – stay with me a moment.
When someone laughs, you’re not just getting a reaction.. you’re sort of hacking their brain’s reward system. Here’s what I mean.
When we laugh, the brain releases three key neurotransmitters:
- Dopamine: Boosts focus, motivation and memory retention.
- Oxytocin: The “trust hormone” that builds social bonds.
- Endorphins: Natural stress relievers that create a sense of ease.
From a sales perspective, a happy, relaxed prospect is generally less skeptical, more engaged, and can even be more receptive to new ideas. I’ll take a dozen please!
Kidding aside – ever had a call or meeting where one well placed joke broke the ice in the best of ways? That’s oxytocin in action. Building instant, incremental trust without selling them anything.
Now let’s go back to the dopamine for a second – increased memory retention. When you mix in humor, your message isn’t just more likely to be heard.. it’s remembered.
Gatekeepers for example.
Making them laugh might just be the difference between them remembering why you called or tossing your name in the ever-dreaded “back-burner” pile. See ya next year!
Not convinced yet?
Neuroscientists at Stanford found that laughter reduces activation in the part of the brain responsible for fear and risk assessment (amygdala). What’s that mean?
It means humor, when done properly and professionally, will go so far as to lower a buyer’s anxiety around decision making. Beyond that, it encourages quicker, more intuitive choices and disrupts negative thought patterns.
Would anyone be mad about closing deals faster? Didn’t think so!
Trust accelerates deals, and humor builds trust faster than you can say, “sign here, press hard, third copy’s yours.”
Be calculated and use sparingly!
Now before you break out the finest one-liners you read on some corner of the internet, recognize this truth. It’s not about telling jokes. It’s about making human connections with timing and authenticity.
Don’t be “that guy” (or gal!) who goes off the rails with something edgy. Instead, think of humor as one tactical tool you have that signals confidence and builds rapport.
A True Story: How Humor Won a Negotiation
One of the toughest negotiations I ever had wasn’t in a boardroom or a Zoom meeting – it was with my property manager.
The rent was going up – by $120 a month. GULP.
Fresh off the heels of a Negotiations course, I walked in ready to test my skills.
- Step 1: Kindness. Smiles. Handshakes. I requested no increase. She didn’t budge.
- Step 2: Logic. Direct. Cited market conditions. Still nothing.
- Step 3: Boiling Point. “We’ve been perfect tenants.” She replied, “That’s what you agreed to do.”
I was stuck. I’d tried it all.. or so I thought. Then, she asked my name.
“Shaw” I said.
She looked in her system and chuckled.
“Oh wow. You’re the first Shaw in our system since we opened in the early 1970s!”
“You’re kidding! That’s got to be worth at least $120!”
She burst out laughing.
“That’s the best one I’ve ever heard. I’ll tell you what.. I’ll waive your increase as a one-time courtesy this year only.”
Hadn’t learned that one in Negotiations! Humor sells.
So, what’s the ROI on LOL’s? If you want to close more, don’t just pitch people your best one-liners – connect with your buyers. Make them laugh and they’ll not only listen to and trust you more.. they’ll remember why.
Next week, we’re keeping the scientific momentum going as we dissect the sales methodologies baked into Go-To-Market strategies. We’re on a mission not just to identify what works.. but (say it with me now) WHY.
Stay tuned!
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I provide sales coaching and training for professionals and organizations that want to scale revenue without sacrificing ethics. If that sounds like something you need, let’s talk.
Next Issue: The Science Behind Sales: Decoding GTM Strategies