For the past eleven years, I have been a stand-up comedian. Prior to that, I have been a stock trader; done in-home sales of home improvements and run a telecommunications consulting company.
Every comedy show is a presentation. Whether it is a corporate gig, nightclub, comedy club or appearance on TV – the same rules apply as they do in sales.
- Say Hello. This is an important step that so many comedians (and sales pros) omit. You have so much to say, and in short time allotment, so you better get the message out, right? In the words of ESPN’s Lee Corso, “not so fast”. Slow it down, the audience wants the punch line, and you know the it – but make them wait for it.
- Tell the Company Story Whether you work for a Fortune 50 or a start-up telling your story begins with building the connection. When you hear a comedian preface a bit with “a little bit about me”, they are beginning to build the connection with the audience. Connecting with your prospect is just as important, because you’re selling you as well as your product or service.
- Identify the Problem In the world of comedy, this is called the set-up. “Don’t you hate it when…” “My spouse is so….” “I wish my kids would…” You know your product or service and you know what it can do for this prospect, so try using the set-up when you’re on your next pitch: “Don’t you wish your CRM software did…”, “Wouldn’t it be great if HR could have a one-source solution for…”
- Provide the Solution Here’s the payoff or punchline. In comedy, we use a well written phrase that is, (if you’re good enough), unexpected by the audience. Therein lies the funny. Therein also lies the sale. “ “Our software does that and more…” “Our cloud based HR solution will…”
- Close ‘Em You’re at the end of your show, and you want to leave them with a strong closing joke. This is one the audience will talk about the next day at work or later that on social media.. Close ‘Em You’re at the end of your show, and you want to leave them with a strong closing joke. This is one the audience will talk about the next day at work or later that on social media.
As the headlining comedian, (which you are, as well, in the presentation) – you are the expert. You are the champion. Connect with your audience, get them to identify with you and get the laughs – or in your case the biggest sale of your career.
If you need help getting the laughs, we’re always an email away. Until soon, keep laughing.