Reading Time: 4 minutes Sales, at its core, is about human connection. Buyers don’t just assess products and pricing; they assess people. In a competitive market where differentiation is increasingly difficult, the ability to make someone laugh—even briefly—can be a powerful advantage. A well-placed joke or moment of levity signals confidence, reduces the pressure of a transactional interaction, and fosters a sense of connection. The role of humour in building relationships isn’t just anecdotal; research backs it up. A study published in Psychological Science found that shared laughter increases perceptions of similarity and social bonding.¹ In other words, when two people laugh together, they feel more aligned and more at ease. In sales, where trust and rapport are often deciding factors, this makes humour more than just a pleasant addition—it becomes a strategic tool. The Science of a Smile Psychologists have long studied the role of humour in social interactions, and the findings are remarkably consistent: laughter is a social glue. It releases oxytocin—the same hormone that bonds parents to their children and strengthens romantic relationships. This matters in sales because trust is often built not through the content of a conversation, but through the emotional tone of it. In one study conducted at Stanford University, researchers found that people who laughed together were more likely to disclose personal information, express positive emotions, and feel a stronger sense of affiliation.² This is critical in sales interactions, where open dialogue and transparency are often what move a deal forward. Buyers who feel a sense of connection with a salesperson are more likely to share their true concerns rather than just surface-level objections. Beyond trust-building, humour has a physiological impact that benefits the sales process. It reduces cortisol levels—the hormone associated with stress—meaning that a buyer who shares a laugh with a salesperson is likely to feel more relaxed and open to discussion. In high-stakes conversations, where buyers may feel pressure to make the “right” decision, humour can act as a pressure valve, alleviating tension and allowing for a more fluid, constructive exchange. A well-timed joke or moment of levity can also increase a salesperson’s perceived competence. A study from the University of Pennsylvania found that professionals who used appropriate humour were seen as more confident and competent than those who didn’t.³ This is because humour, when used effectively, signals social intelligence—the ability to read a room, gauge responses, and adapt accordingly. In sales, where adaptability is key, that’s an invaluable skill. Humour as a Trust Accelerator Salespeople often talk about ‘building rapport’, but rapport isn’t just about talking about the weather or finding out if you both support the same football team. It’s about creating a sense of ease and mutual understanding. Buyers, particularly those who deal with sales professionals regularly, are used to hearing polished pitches. What they’re not used to is a salesperson who can subtly acknowledge the inherent awkwardness of the sales process, or who can use self-deprecation to show they don’t take themselves too seriously. When done well, humour signals confidence. A salesperson who can be lighthearted without being unprofessional demonstrates they’re comfortable in their role and not desperate for the sale—paradoxically making them more appealing to buyers. Easing the Sales Process Most sales conversations contain moments of tension—price negotiations, objections, or contract discussions. A touch of humour can diffuse that tension, allowing both parties to approach these topics with less friction. When conversations feel less adversarial, buyers are more open to discussion, making it easier to navigate concerns without either side becoming defensive. When Humour Backfires Of course, humour is a tool, not a default setting. Overuse or misjudged attempts can be off-putting. Poorly timed jokes, humour that punches down, or forced attempts at being ‘the funny salesperson’ can come across as unprofessional or insincere. Understanding your audience is key. Some buyers respond well to banter; others prefer a more serious approach. The best salespeople have a finely tuned sense of when to use humour and when to hold back. The Competitive Edge In an environment where differentiation is everything, a salesperson who can make a buyer laugh is already ahead. Not because sales should be an exercise in entertainment, but because people buy from those they enjoy engaging with. But the competitive advantage of humour goes beyond mere likeability. Studies have shown that humour enhances recall—people are more likely to remember something when it’s delivered in a humorous way. In sales, where differentiation often relies on staying top of mind, this is significant. A buyer who has sat through multiple sales pitches is more likely to remember the salesperson who made them laugh than one who simply ran through their slide deck. Moreover, humour creates an emotional imprint. Decision-making is rarely a purely rational exercise. The experience of a conversation—how it made the buyer feel—can influence their perception of both the salesperson and their offering. If humour is used effectively, it can turn a routine sales interaction into something memorable, and memorable interactions are more likely to lead to long-term relationships. Additionally, humour can create reciprocity. Psychologists have found that when someone makes us laugh, we feel a subconscious urge to return the favour—whether through a smile, engagement, or even goodwill.⁴ In sales, this can subtly shift the dynamic from a transactional interaction to a collaborative one, where the buyer is more inclined to continue the conversation and, ultimately, consider the offer more favourably. A well-placed moment of levity can be the difference between being just another salesperson in the inbox or the one they actually look forward to speaking with. And in sales, that’s half the battle won. ¹ Kurtz, J. L., Algoe, S. B., & Wilson, T. D. (2014). “When shared laughter leads to perceived similarity: Testing the role of humor in social bonding.” Psychological Science, 25(4), 1234-1241. ² Fraley, R. C., & Aron, A. (2004). “The effect of shared laughter on relationship formation and interpersonal closeness.” Journal of Social and Personal Relationships, 21(3), 411-425. ³ Bitterly, T. B., Brooks, A. W., & Schweitzer, M. E. (2017). “Risky Business: When Humor Increases and Decreases Status.” Journal of Personality and Social Psychology, 112(2), 431-455. ⁴ Cialdini, R. B. (2001). Influence: The Psychology of Persuasion. HarperBusiness. Aaron Evans 25 February 2025 Share : URL has been copied successfully!