Ever wonder what truly separates the good salespeople from the great ones? Sure, you might think it’s about product knowledge, persistence, or charisma—and those definitely matter. But one of the most underrated superpowers in a salesperson’s toolkit is simple: humor.
Humor has the remarkable ability to instantly create a connection between you and your customer. It lowers their defenses, makes you more human, and sets the tone for a more open and engaging conversation. This isn’t about being a stand-up comic. It’s about using light-hearted moments to build trust and show your authenticity.
We’ve all been on the receiving end of a hard sales pitch. It’s intense, calculated, and often uncomfortable. But when a salesperson starts with a warm joke, a funny anecdote, or pokes a little fun at themselves, the entire dynamic changes. The customer goes from being cautious to curious. They lean in, rather than pull back.
For example, I’ve found that simply acknowledging the chaos in my home life, like my puppy barking in the background during a sales call, can become a moment of shared humanity. Instead of apologizing awkwardly, I’ll say something like, “That’s Mauser, my energetic assistant. He’s not great with numbers, but he’s fantastic at chasing bunnies.” More often than not, the customer laughs, and suddenly, we’re not just talking business—we’re bonding.
Humor works because it triggers positive emotions. And those emotions—according to psychology—make your message more memorable and your brand more likable. A Harvard Business Review study found that, especially for women, light-hearted, self-deprecating humor increases perceptions of competence and warmth. When done well, it can even lead to higher levels of customer engagement and loyalty.
But not all humor is created equal. Here are some guidelines to keep it effective and safe:
Self-deprecating humor is gold. Sharing a story about how you accidentally sent an email to the wrong client or your struggles with keeping up with Social Media trends makes you relatable.
Avoid sarcasm or controversial jokes. It’s better to laugh with your customer, not at anyone.
Use situational humor. If something funny happens naturally, like your cat walks across the keyboard, acknowledge it and lean in. Customers appreciate authenticity.
Incorporating humor doesn’t mean you take your job less seriously. It means you take relationships more seriously. You’re willing to meet people where they are emotionally and offer a moment of lightness in a world full of transactional noise.
So, the next time you’re gearing up for a sales call or presentation, consider adding a little levity to the mix. It could be the thing that turns a maybe into a yes.
Do you use humor in your sales conversations? If so, what’s worked best for you—and what fell flat?
