No Joke: The Humor Close Works, Says Mark Zokle

If you have found yourself in a difficult situation, one way to lighten things up is to make light of the circumstances. According to sales expert Mark Zokle, a little bit of humor can go a long way in loosening things up – even purse strings during a difficult sale.

Mark Zokle uses this example:

Yes, it’s a very nice rug. It’s the same one Aladdin and Jasmine rode to Agribah. Now it’s ready to find a whole new world with you!

In this scenario, a rug salesperson is making reference to a popular Disney cartoon and using a play on words – A Whole New World is one of the most prolific songs from the movie. Mark Zokle explains that gentle humor such as this demonstrates you have a personality and knowledge of pop culture. A word of caution, however – avoid political or inappropriate jokes, even if the customer initiates.

So, how does the humor close tactic work? Mark Zokle answers this question by reporting that when people feel happy and relaxed they are less likely to object. You can also use humor once you know you’ve made the sale in order to convince your customer to purchase additions and accessories.

According to Mark Zokle, consumers are more likely to spend their money with salespersons they like, and there are few better ways to gain someone’s trust than by establishing a sense of camaraderie.  Humor is also an excellent way to handle objections or flat out refusals. For instance, if a customer is definitely not interested in buying, make light of the situation by claiming to have lost your magic touch. This will not only leave the customer with a positive feeling about you and your company, but will also put you in a better disposition when you approach the next potential customer.

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