The Mindset of Improv in Sales

Last Updated April 6th, 2021

Listen to “130. The Mindset of Improv in Sales w/ John Sweeney” on Spreaker.

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A sales conversation, a customer service conversation, and a sales coaching session are, at heart, two-person improvisational scenes. The mindset of improv embraces the fact that human beings are unpredictable. And knowing the tenets of improvisation helps us stay nimble, emotionally aware, and focused on the other person.

Today’s guest, John Sweeney, is the owner of The Brave New Workshop — the oldest, longest-running satirical and improvisational comedy theater in the U.S.

His argument is that the sales funnel is actually a pyramid that looks like this: the top level is sales tools, the middle level is sales skills, and the bottom level is the humanity of the sales professional. By restoring a connection to the authenticity, emotion, and mindset of the sellers themselves, the art of sales can begin to return to the foundation of customer experience: making people’s lives better.

John is a sales speaker, a sales trainer, and the author of four books, including “The Innovation Mindset.” His clients include household names like Target, Microsoft, Hilton, Honeywell, US Bank, and the Minnesota Timberwolves. He blends principles of comedy, improv, theatre, and art to train sellers in using emotion to sell in person and via video.

We discuss…

How he adapted his theatre business based on customer conversations
What roles tools, skills, and mindset play in sales
What the art of improvisation has to do with sales
How to become comfortable with being uncomfortable
Why video enhances the customer experience



The Mindset of Improv in Sales

Enjoy Episode 130 of The Customer Experience Podcast” anywhere you go in your preferred podcast player:

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We also embed the full episode audio in every one of these blog posts, so you can hear — and even search — the entire conversation with improv expert John Sweeney right here:

Listen to “130. The Mindset of Improv in Sales w/ John Sweeney” on Spreaker.



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Video Highlights: The Mindset of Improv in Sales

Check out the top five video highlights from the discussion with John Sweeney of The Brave New Workshop below…


1. Adapting Your Business Based on Customer Conversations



2. The Importance of Humanity: Tools, Skills, and Mindset



3. The Importance of Improvisation



4. Overcoming Your Fear and Discomfort



5. The Humanity Behind Video Emails



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Ethan Beute | About The Author

Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business, Ethan Beute collects and tells stories of clearer communication, human connection, and higher conversion through simple, personal video messages. BA: University of Michigan. MBA: University of Colorado-Colorado Springs.

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