4 Stand-Up Comedy Tips to Boost Your Sales Team's Performance!

Stand-up comedy may seem like an unlikely source of inspiration for sales teams (unless you’re familiar with Pitch Lab 😃). But some of the skills mastered by talented comics can pay big dividends in the world of sales.

Pitch Lab has been a regular at Denver Startup Week since 2017. We love giving back to the Colorado community and this is one of our favorite ways to do it.

In past years we’ve built sessions on how to be a more engaging presenter and a more captivating storyteller. This year we focused on the intersection of stand-up comedy + sales.

Check out Pitch Lab’s full 2023 Denver Startup Week session here or keep reading below for a recap of techniques from the comedy stage that salespeople can use to connect better with prospects and ultimately win more deals.

Be Authentic to Build Trust 

Take a page from how audiences love the raw honesty of their favorite stand-up comedians during a set. Focus on selling outcomes that your product or service delivers rather than features. Make the effort to fully understand prospects' business, personal, and emotional goals and figure out how your solution can bring value. Quantify the exact outcomes you will achieve to prove the return on investment. This establishes trust and shows you have the prospect's best interests in mind.

Being authentic also means showing some vulnerability, not being afraid to make a mistake in front of a prospect. Surprisingly, showing you're human can strengthen the relationship. Of course, you still need to be an expert in your field, but prospects will appreciate you opening up and connecting on a real level.

Deliver Value Quickly  

The best stand-up comedians know how to engage the audience right from their opening joke or story. They establish their comedic value within seconds. Keep this lesson top of mind as a salesperson. Avoid wasting a prospect's limited time by launching right into impactful value. Bring subject matter experts along to calls whenever possible so they can share additional insights to impress prospects.

Even when a prospect decides not to move forward, find ways to provide value such as offering free advice, summarizing key points from the discussion, or introducing them to other helpful contacts. This establishes your credibility and keeps the door open.

Adapt Your Approach

Seasoned comedians seamlessly adapt their material based on the audience and context. Cleaner humor is required for a corporate cocktail party versus a late night comedy club show. As a salesperson, you need versatility to adjust your pitch and approach based on prospects' specific needs and situation.

Ask strategic discovery questions to uncover buyer intent and determine where prospects are in their journey. Understanding if they have budget allocated already or need internal funding makes a difference in your process. Tailor your sales methodology to meet prospects where they are. Customize follow-ups and value demonstrations rather than relying on a rigid script.

Practice Your Pitch 

Even the most popular stand-up comedians rigorously hone their jokes in small clubs before taping a big Netflix special. Similarly, practice new pitches and trial closes in low-stakes environments first. Role play with peers or try out a new presentation style at a non-critical meeting. Avoid cutting your teeth right in front of qualified prospects and fumbling high-value opportunities.

Set up regular sales training sessions focused on practice and experimentation like a comedy open mic night. Allow your team freedom to try new techniques and provide constructive feedback. These practices will build skills with lower risk.

Key Takeaways from the World of Comedy

✅ Be authentic and focus on delivering outcomes

✅ Provide value quickly in each interaction 

✅ Uncover buyer intent through strategic questions

✅ Practice pitches before high-stakes scenarios