Make 'em laugh and they'll listen

Jeffrey Gitomer

Ho, ho, ho. No, it's not Christmas. But it is the season to be jolly. Jolly is always in
season. Some people look at it as a laugh. I look at it as a learning device, listening tool,
attention grabber, self-healer, powerful selling tool and, of course, fun.

A flight attendant from Alaska Airlines started his flight safety announcements with the
statement: "Welcome to Alaska's flight 320 to San Francisco. If you're not headed to
San Francisco, now would be a great time to get off the plane, and one of our friendly
gate agents will steer you in the right direction."

I was smiling. So were the rest of the passengers. I was listening. So were the rest of
the passengers.

"My name is Mark, I'm the lead flight attendant." He continued, "My ex-wife, Sandra, and
her new boyfriend, Bill, will be serving you in the back cabin today. This should make for
an interesting flight."

Now I was laughing (and I was listening). And so was every passenger. And I listened to
every word he said from then on.

I get in airplanes more than 200 times a year, and I never listen to the safety
instructions. Oh, I hear them mumbling, but I don't pay attention to them. This flight was
different. After the first joke, I was listening for the next joke (and to the instructions) --
this guy was genuinely funny.

The object of the safety instructions, or any oral communication, is to get people to
listen. Otherwise, why make it? Ever seen the way safety instructions are given on an
airplane? One attendant hides behind a wall and reads a script in a monotone, while
another robotically goes through the motions of pantomiming what the other has said.
No one listens.

On newer planes, they have safety videos. This innovation has one thing in common
with its "human" predecessor -- no one pays attention. It's dull. The communication is
without an iota of a compelling reason to listen.

In the beginning they beg you to pay attention to this important safety announcement.
No one does -- not even the flight crew.

Are people listening to you? Are you sure?
Are they listening to your presentation? Are you sure?
Are they paying attention to your important communications? Are you sure?
Major clue: How much humor is in your communication?
Here's the rule: Laughter leads to listening.

Whatever you say after you say something funny will be heard and remembered 10
times more than to drone on and think or expect that others heard you -- much less are
listening. In short, laughter leads to listening and creates the highest listening
environment.

What about laughter makes people listen? Easy -- people would rather be laughing.
After the first laugh, you want -- maybe even expect -- another.
I wasn't disappointed with that Alaska flight attendant. After the first round of laughs, he
continued, "If you're caught smoking, we throw you off the plane immediately. And for
those of you who brought a TV with you on board, it will not work."

Then he gave the announcement about smoking and electronic devices. Perfect. Laugh,
then listen. Every person on the plane was paying complete attention.
What can the power of laughter do for you and your sales? Listen up. (please pay
attention, this is really, really important). After laughter:

• The prospect is listening.
• The prospect is more in the mood to buy.
• During your talk, the prospect is on the edge of his seat listening for what's next.
• During your hour sales presentation, the prospect won't look at her watch once.
• "Funny" bridges the gap between professional and friendly.

Got humor? To get a laugh, or a bunch of laughs, here are a few things you'll need to do:

1. Test your humor on a friend to be sure it's funny before you say it.
2. Make sure the laugh is at your own expense, not someone else's.
3. Not funny? Study humor.
3.5 Timing is everything -- study comedians. They know how and when to deliver a
punch-line and how long to pause.

And beyond the listening and the understanding by the prospect, the most powerful,
unspoken part of laughter is that it's tacit approval. A prospect's laughing is a form of
personal agreement.

Once you get tacit approval (i.e., they like you), then all you need is verbal approval,
and you have the order. Then the joke's on the competition. Ho, ho, ho.