Sales and marketing publications churn out innumerable tips and how-to lists designed to help salespeople become more effective and profitable in their craft. Unfortunately, the pursuit of "surefire" sales models and "five-step" techniques often results in robotic, programmatic pitches--and frustrated sales reps. One of the most overlooked tools a rep can use is also one of the most basic to the human experience: humor.

Humor, with its ability to disarm others, can be indispensable in a variety of situations. Successful politicians and CEOs use humor to sell their ideas. Famed writer and TV producer Norman Lear made a career selling controversial political views to the American public under the guise of sitcoms like All in the Family. Sales professionals also will find that a little amusement goes a long way in opening up the customer.

Humor has many benefits in the marketing context. It is refreshing to meet people who don't take themselves too seriously. Levity increases one's likeableness and helps people to make connections with others. In addition, customers pay more attention when fun is involved, and they are more likely to cut some slack if trouble erupts.

Fortunately for most of us, humor doesn't require delivering one-liners or acting goofy. Salespeople can use funny quotations, cartoons, lists, analogies, definitions, and stories to set the customer at ease and foster greater openness. In a business setting, the goal is to simply lighten the mood, not have customers rolling in the aisles. A little fun can make the entire sales process more enjoyable and profitable for everyone.