“I know, and”

an improv tip for dealmakers

Feb 11, 2025

Improv has a *ton* of overlap with sales & dealmaking.

The deeper I went into it, the more I’d sit there smiling at all the connections I would make.

Improv Basics

One of the first things you learn in an Improv 101 class is this idea of “yes, and” which means to agree and then add new information.

This is basic, yet essential.

If you’re not saying ‘Yes’ to your scene partner you are not doing good improv.

Example

Player A: The kitchen smells like pizza!

Player B: Yes, and I got us 2 pies!

Chad Note: Player B “yes, anded” Player A’s choice by building on the information that Player A laid out.

When you’re “blocking” and not “Yes, anding” the same conversation would instead look like this:

Player A: The kitchen smells like pizza!

Player B: We’re not in the kitchen

Player B: No it doesn’t

If you have done improv you know how awful it is to be on the receiving end of this!

Chad-prov note: Characters can say No to each other, but improvisers must say Yes.

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The biggest roadblock, especially for beginners, is accepting the reality of their scene by saying ‘Yes’ to whatever happens.

Saying “yes” is difficult because you've got to embrace whatever direction things are going, even if it wasn't your idea or you think it’s not a good idea. And we know that most people prefer to say No because that’s what we do IRL

The next challenge is then learning how to add information in a way that is focused and not overwhelm the scene with too many new elements. “Bring the brick not the cathedral” as they say.

Doing these two things might seem easy.. but it’s not. These are skills that take a while to get good at. But they can be learned.

Improv trains your ability to react in the heat of the moment. This is what makes Improv an extreme sport. And fun too.

Now imagine replacing the improv terminology in this text with sales terminology.

You’d be describing the same necessary skills.

“I know, and”

One of my improv teachers, who shall remain nameless but is a legend nonetheless, introduced us to a subtle, but powerful twist on “Yes, and”

He taught us to say "I know, and" instead.

While “Yes, and” is foundational, he argued it can sometimes lead to shallow scenes that feel like a series of transactions.

Example

Player A: Let’s clean the house

Player B: Yes and let’s clean the kitchen

Player A: Yes and let’s invite Chad over after

Things aren’t really happening here. There’s more planning than there is doing.

“I know, and” reframes this dynamic.

Player A: Let’s clean the house

Player B: I know, and I shouldn’t have invited so many people over last night. But I couldn’t resist!

Player A: I know, and it was your 40th birthday.. who am I tell you “No”??

Player B: I know, and that’s what I love about you. You get me, Chad.

Chad-prov note: Notice how saying “I know” naturally lead to creating a deeper connection between the characters? Saying “I know” makes it easier to create that connection.

Saying “I know” suggests a shared history, understanding, and even intimacy.

Instead of just accepting what's happening, you're acknowledging a deeper relationship with your scene partner.

And in the context of a 2-5 minute scene, you don’t have the time to explain all the backstory and get the audience up to speed. And the audience doesn’t really want to see that either. They want to see what’s happening between you two now. The past should only serve as context to serve the present.

Improv → Sales

What if we said “I know” to our buyers more?

What would saying “I know” more do for the connection in the span of a 25-30 min conversation?

How do you think saying “I know” would affect your perceived authority? How would that affect the connection and vibes?

My mentor would often say:

“Never act surprised when buyers tell you something you should know, but don't. it undermines your Authority.”

Thank you bro.

Real World Examples of “I know, and”

Buyer: I showed our CEO your content. He likes it.. he just thinks it’s weird that you’re a cartoon.

🐲: I know, and I actually think it’s kind of funny.. don’t you?

I reframe ‘weird’ as ‘funny’ and ask for agreement on my frame.

*laughter ensues*

to which I follow up with:

🐲: I know it’s funny, and think about it.. if a cartoon’s sales advice is worthy of getting the attention of your CEO, what does that say about the content?

🐲: I know. So is that why we’re not going to move forward towards the training?

—

Buyer: We've tried [type of software] before and it was always a hassle. The team prefers not to use it.

🐲: I know, they typically are a huge hassle. Do you know why that is?

Buyer: Because of XYZ

🐲: Not only that. Sometimes there’s issues with ABC too.

Buyer: Yeah true

🐲: Knowing what the frustrations are can you think of a way to eliminate or fix those issues while still getting the benefits of [software use case]

Buyer: You’d probably need to.. *describes what your solution does / solves for*

🐲: And if I told you we’ve done just that.. you’re probably going to tell me it’s not even worth taking a look?

Buyer: Hmm no I wouldn’t say that..

Breakdown

“I know” = Pacing + Pattern Interrupt.

“they typically are” = subtext is you have experience and know what you’re talking about. the word ‘typically’ leaves room for exceptions (your solution)

“huge hassle” = widening their Frame which is Disarming

“do you know why that is?” = intrigue + sets you up to create differentiation. Remember in order to be seen as better you must first be seen as different.

The buyer expects you to try and convince them otherwise by justifying and defending your position.

They expect you to say:

“No, but..” or “Yes, but..”

We do the opposite.

We say “I know, and” and get them to sell to us.

other solid responses:

🐲: I know, and unfortunately that’s a common experience with outdated tech! Are you open to seeing how we do things differently?

🐲: I know, and that’s why we got rid of all unnecessary features and focused on the top 3 that teams use daily and have it fit right into their existing workflow.. with no extra tabs or logins.

Saying “I know, and” even before you know what to say next is also in the improv spirit. You will find the words to say next because saying “I know and” first will give you a creative constraint that your brain will use to justify what to say next.

More Connections

I’m all for creating deeper connections with our buyers. Not BS rapport building techniques, but genuine and deep connections. Getting those walls to come down. That’s where the magic is.

The key is to be fully present and attuned to the person in front of you. When you respond with “I know, and” from that state, your words will be received as comforting and disarming. People deeply desire to be seen, heard, and validated.

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“I know, and” is a concentrated form of Pacing and Leading.

while pacing and leading typically occurs over time (first matching someone’s perspective before guiding them to a new perspective).. “I know, and” does this in a single moment. The ‘I know’ serves as the pace, while ‘and’ acts as the lead.

The people closest to your buyer are likely saying “I know” to them regularly. When you say it too, it creates an unconscious association of familiarity. Trust gets unconsciously associated to you because of 2 words. You’re joining those trusted voices who validate them.

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Saying “I know, and” is also a subtle demonstration of amused mastery. It exudes a “been there, done that” attitude.

It’s also got Commodity Framing engineered into it that’s great for deflating objections:

Prospect: Your price is high compared to your competitors!

🤡: Omg wait I can explain!

🐲: I know, and those guys aren’t charging less because they’re being generous

You can have fun with it.

“Sales is a lot like acting!”

I know.

Programs & Trainings

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