Using humor in business has many different benefits. It is a tremendous stress reliever, it brings out the human/emotional side of everyone, and it makes everyone feel comfortable. That is good emotionally, psychologically, and physically. It also helps to create more trust among people, increases morale, makes you (and everyone else) approachable, gives you an edge against your competitors, and basically makes everything seem brighter.
The chances are really good that the products and/or services that you are selling are amazing. However, the quality of what you are selling has little to do with whether you are successful at selling. You need to establish an emotional connection with the buyer.
Emotional intelligence is not new. It has been a concept (and a reality) for a very long time. However, the only difference now is that it has a new name. That happens quite often with concepts as well as other, more tangible things. Maybe people just get tired of using the same names so switching it up makes it seem as though that particular thing is new again.
When it comes to promoting (and eventually selling) your product or service, you must understand that you need a story in order to establish a human connection. If the product and/or service that you are trying to sell is unusual or complex, you will really need to have an approach that is buttoned down.
It is common knowledge that, as a professional and as a business owner, if you don’t make an emotional connection with the other person, they will not buy anything from you. The same goes for your ability to form relationships with other people. If you can’t touch them emotionally, they won’t be interested in what you have to say.