This article comes from Jeff Birk’s insightful talk at our Las Vegas 2024 Sales Enablement Summit. Check out his full presentation and our wealth of OnDemand resources.

What makes a sales enablement session unforgettable? Is it the insights you share, the strategies you outline, or the way you connect with your audience? Over my 32 years in stand-up comedy and professional sales training, I’ve learned something important: how you deliver your message matters just as much as the message itself. 

Whether you're leading a training session, presenting at an SKO, or simply running a team meeting, your ability to engage and connect with your audience can make all the difference.

Today, I’m sharing four key techniques that can elevate your training and presentations: humor, quotes, memorization, and storytelling. These strategies aren’t just about making your sessions more entertaining—they’re about ensuring your message sticks and creates real impact. 

So let’s dive in.

1. Using humor to make connections

Let’s start with humor. If the word “humor” makes you nervous because you’re not naturally funny, don’t worry—this isn’t about being a comedian. Humor is about creating moments of connection, breaking the ice, and differentiating yourself from every other presenter your audience has seen.

Here’s a simple joke I use to kick off sessions: “Thanks for being here. You’ve been working hard, so let’s take a 15-minute break!” It’s unexpected and always gets a chuckle because it catches people off guard. Another new favorite of mine was a recent joke at one of my talks. 

An older gentleman assured me that he would be able to hear me from the back due to his new very expensive hearing aids. When I then asked him what kind of hearing aid he had, he replied, “It’s about 9 o’clock.” Delivered with the right timing, it’s a guaranteed laugh.

Humor doesn’t have to be complex. In fact, simple, relatable jokes often work best. The goal is to relax your audience and set the tone for an engaging session.

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Pro tip: Stay away from humor around sensitive topics like sex, politics, or race. Stick to light, universal themes that won’t alienate anyone. The key is to connect, not to offend.

Creating effective sales training with the Tell, Show, Do, Apply framework
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Sales Enablement CollectiveLisa Duncan