Sales Lessons Learned From Comedians
Like so many of you, I enjoy the work of the world’s best comedians. At Anthony Cole Training Group, we have often used athletes, singers, and actors as a source of learning and inspiration for salespeople. And today, I want to add to that list by talking about sales tips and tactics that can be learned from comedians.
There is zero doubt that being professionally and appropriately funny as a salesperson can help your cause with prospects. Most prospects (like most people) have enough serious things going on in their life. They could use a smile or chuckle in their day. Of course, your use of humor must come at the right time and be received in the right way.
I see three key takeaways from comedians:
- Preparation – We know that pre-call planning is important, which I define as you knowing the questions you will ask the prospect (and how they will likely respond), and also you knowing the questions the prospect will likely ask you (and how you will respond). If you watch a good comedian, you will see hours of preparation that went into their act. They would never get up on stage and wing it. Everything is planned. Just like a Navy SEAL, they plan their dive, and they dive their plan.
- Storytelling – Any good joke is a story that builds to the delivery of the punchline. The story that tells the joke is building to that moment. The best jokes allow you to put yourself into the story and experience all the emotions that are typically present in a good joke. Great salespeople do the same thing. They present a story that allows the prospect to see themselves in the story… living with the same problems… finding and implementing solutions that solve those problems.
- Embrace Failure – Most comedians started off not being as funny as they would eventually become… they had more than a few nights when they were met with a lukewarm reaction from a tough crowd. Perhaps they were even booed off a stage along the way. But they did not quit… they just kept going as they learned from their mistakes, and they chased improvement. When I am asked about the most important attribute that great sales performers possess, my answer is always relentless effort. They just keep showing up. They just keep making dials. They just keep going out to see people. It is hard to keep someone down when they keep showing up to work.
So, there you go… the next time you watch a comedian, ask yourself what you can copy into “your act.” After all, your sales success in 2025 is no laughing matter!
Author:
Mark Trinkle, Chief Growth Officer
Anthony Cole Training Group
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