The Levity Effect: Using humor to win more sales

May 27th, 2008 by Matt

Who hasn’t suffered through a sales presentation so mind-numbingly dull that even the speaker seemed ready to nod off? Why put your customers through that torture? And what did they take away from the bore-a-thon, besides a desire to step in front of a charging water buffalo? Probably not much.

Whether you’re about to make a presentation to senior management to get funding for your big idea (outsourcing to primates), to pitch a sales prospect who could make your year, or trying to engage a troop of distracted Camp Fire Girls, great communicators know that a little humor goes a long way toward making you and your messages more memorable.

Some salespeople mistakenly worry, however, that humor dilutes their message, makes it less urgent and torpedoes credibility. Nothing could be further than the truth. Sending a message with levity demonstrates a clear understanding of the principles of effective communication. It also shows the audience you value their time enough to want to entertain and connect with them and make it worth their while.

Linda Kaplan Thaler, CEO of the Kaplan Thaler Advertising Agency, is famous for using humor to stand out in traditionally conservative categories such as insurance (she created the famous Aflac Duck campaign). She wouldn’t have had a chance to create such memorable campaigns if she hadn’t won the business in the first place. And, she says, those wins are often due to the humor her team uses in presentations.

“I’m always trying to lighten it up in a sales situation,” she said. “We were pitching an account for Panasonic. Our strategy was that no one likes to shave, which was the understatement of the year. In fact, 15 agencies were pitching the account and all were going to end up doing the same pitch. So we needed to find a way to be more creative and funny. So I wrote a song called ‘Shaving Sucks.’ ”

As the business meeting began, Kaplan Thaler and her team sat around a conference table with the executives from this electronics giant. The Panasonic brass was expecting a formal presentation, but instead Kaplan Thaler smiled and said, “Pretend I’m one of the guys.” Then she proceeded to sing, “Shaving sucks, shaving sucks, like a Band-Aid getting stuck, why does half the human race tear the hair out of their face …”

After sitting through days of drab pitches, the executives were very quickly snorting and hooting in appreciation of the zany song.

“They loved it, and we got the business. They said, ‘You didn’t have the best strategy, but you had the most entertaining way to do it. So we figured you guys are going to be a lot of fun and more entertaining to work with.’”

She concludes: “There’s a silent, secret rule that no one really shares in sales. Very often the team that most entertains the client wins the business.”

That’s why many leaders follow the Zap Rule, which is basically this: Audiences need a zap at least once every three to six minutes during a sales presentation to stay focused and interested. Research shows that the average adult has an attention span of six minutes. So that three-hour sales pitch on new safer work boots you’re planning had better be packed with gory accident videos or something funny or you’re in serious danger of an apathetic audience, at best. Sad, but true.

Posted in Sales and Marketing |

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December 1st, 2008 at 5:00 pm

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December 2nd, 2008 at 6:20 pm

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December 3rd, 2008 at 12:51 am

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December 3rd, 2008 at 6:56 am

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December 3rd, 2008 at 1:08 pm

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December 3rd, 2008 at 7:17 pm

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December 4th, 2008 at 1:34 am

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The Levity Effect: Using humor to win more sales

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