What's that you say? You're a tough, hotshot sales pro who can out-smart the competition and recite Vince Lombardi's "Motto Of Champions" speech verbatim? But can you bring a smile to your customer's face? When you can get a customer to smile or laugh, you've taken your first step to building a relationship.

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Since a relaxed customer is more likely to retain information after a meeting, a sense of humor may be a salesperson's most valuable asset in winning business and cementing customer relationships. Never underestimate the value of humor as a selling and relationship building tool - it gives you an opportunity to enjoy a laugh with your customer. It relaxes and warms up your customers instantly! It melts the defenses and makes your customers attentive and receptive.

The benefits of humor are endless, to mention a few:

• It establishes rapport
• It relaxes your customers, making them more receptive
• It puts you in control
• It keeps your customer's attention
• It humanizes you
• It shows that you are a competent, knowledgeable professional who happens to have a sense of humor

Many of your prospects and customers may be long overdue for a good laugh. When you convince them that they can have a productive and profitable business relationship with you, and relieve some stress on the side, you may end up laughing all the way to the bank.