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Chapter 20 - The Secret Power of Charm
There is one factor in salesmanship that should not be overlooked, and that is the capacity of each salesman to develop and enlarge the secret power of charm. Many salesmen have achieved phenomenal records by applying the principles of charm to their sales activity. In fact, every salesman should have a course in charm. Since this is impossible, I believe that a few suggestions along this line may prove very profitable and beneficial. Every now and then a salesman may fail to get his share of sales, and at that time it might be wise for him to search out the cause for this slump. In all probability, he is failing to practice the simple principles that enrich his charm. Sir James Barrie expressed this sentiment about charm: "If you have it, you do not need to have anything else, and if you haven't it, it does not matter much what else you have." Sir James gave every salesman an excellent clue on how to increase his sales power. You can know all there is to know about your product, but, unless you possess the charm to please your prospect, what you know will not count for much. Therefore, it behooves every salesman to dispel all the things that stand between him and the secret power of charm, and prove to himself that he has these qualities and can emit charm in a free and natural way. The power of charm is a secret. It is a secret because it is hidden within everyone. Charm may be compared to the pearl in the oyster, you do not know it is there until you crack the shell. The true purpose of charm is not to change or alter your individuality, but to develop and bring out the fine qualities within you to enrich your personality. Six Rules to Enhance Your Charm What is charm? It is that invisible, intangible quality ex- pressed in those actions which cast a subtle power that is irresistibly pleasing. It also seems to attract, calm, assuage, placate, and delight. It actually works miracles in the field of selling. Your power to please and your ability to influence is in proportion to the charm you demonstrate as you present your proposition. Every salesman is born with this subtle power. It can be developed to the point where it will embody the same attractive qualities which seem to glow in the personalities of others. Can you improve your charm? Yes, like every other quality or attribute of the mind, you can improve it by following a few simple rules. 1. The Rule of Adaptation Biology is that branch of science that treats of life as it takes form in nature. It teaches the one great principle that unity is in all life. It appears that life adapts itself easily to any environment. "Adaptation," says biology, "is the general property of all protoplasm." Adaptation means the state of being adapted, or the process of being adapted. It is a natural law. It applies to life in natural objects, and it applies to all relationships that exist between one individual and another. To be aware of this principle enables you to "agree with thine adversary quickly" and adapt your process of thinking to conform with those of the prospect. Everything in nature adapts itself quickly. No one ever heard of a river arguing with a rock, a hill, or a mountain. If it could not cut its way through these obstacles, it went around and kept on rolling along. So adapt yourself, emit your charm, and remember: your mission is selling, not reform. 2. The Rule of Preparation You do not prepare for charm by having your face lifted, your nose straightened, your forehead widened, inserting a diamond in a front tooth, or putting on a glassy smile. You must prepare on the firm foundation of being yourself. Pretense or make-believe is swift and certain death to charm. A piece of glass sparkles more brilliantly then a piece of magnetic iron. The same principle is applicable in human relations. It is a simple matter to attract people by superficial amenities, but to influence them to act you must have the power of charm within. A smile may win attention, but it takes the conscious power of charm to obtain results. Do not spend all your time painting the outside of the house; spend more time on the furnishings. It is here that you can practice charm, make the prospect feel at home, and inspire him to do your bidding. Always remember, it is not necessary to lick gold to find out whether it is brass. 3. The Rule of Interest In matters of money you either give interest to get dollars, or give dollars to get interest. In either case, it is give and take. The same principle applies to people. It is mutual. To get dollars from the prospect, you must yield interest. You must be interested in listening, which is paying close attention with the purpose of hearing what the prospect has to say. Many sales have been lost by salesmen who failed to listen to what the prospect had to say. On the other hand, many sales have been made by salesmen who listened to what the prospect had to say. Speaking of interest, in Philadelphia I have one of the finest bootblacks in the world. In fact, I think nothing of walking four blocks out of the way to have my good friend Salvatore Martorano shine my shoes. In addition to his excellent qualities as a bootblack, Salvatore is the essence of charm. He is always humble, gentle, and polite. He is well informed and pays strict attention to every word you tell him. You can tell from his gracious manner and friendly attitude that he really likes you, and this naturally endears him to you. He makes you feel that his life would have never been complete had he failed to have met you. His whole philosophy of life and selling is: "You gotta treat a people right." He is a good lesson in charm, and everyone who sells can use his sales slogan to great advantage. Interest, kindness, and humbleness are always a part of charm. They are the teeth of charm. Speaking of teeth, my good friend E. Barclay Powell, one of America's great steel salesmen, tells the story about an old Negro woman who was bitten by a dog on his brother's plantation in Georgia. His brother had many dogs and there was some trouble in deciding which one had bitten her. "Which dog bit you?" she was asked. "Was it Nero, Prince, Damon, or Neptune?" "I don't know," she groaned. "The name ain't bothered me none, it jis the teeth." So it is the "teeth" you put in charm that count in selling, says Powell. Therefore, demonstrate interest with a spirit of kindness and humbleness; it will intensify your charm. 4. The Rule of Praise Someone has said: "Praise is like a diamond. It derives its worth from its scarcity." Praise is one of the greatest motivating forces to attract the prospect. In the Bible is a very vivid story that illustrates the great power of praise. Paul and Silas were unjustly accused, and were cast into prison without trial. This did not daunt their spirits. At midnight they prayed and sang praises to God. An earthquake came. The prison doors opened. Paul and Silas were free men. Jesus taught and demonstrated praise. Five thousand hungry people stood before him. Five loaves and two fishes were the only available food. What did he do? He did not complain. He did not grumble. He blessed the five loaves and two fishes. He thanked God for them. He praised them. The whole multitude was fed, and many baskets of food were left over. It seems to be an inherent law that you increase whatever you praise. Creation expands to praise. Praise a dog and he is your friend. Praise children and they will glow with joy. Praise your ability with gratitude and you increase the flow of intelligence. Children like praise, animals like praise and so does the prospect. A little sincere pat on the back fosters good will and, in many cases, contributes to the success and happiness of others. Positive praise feelingly applied is an active prayer. Practice it. Whatever we praise multiplies. If you are in need of sales, the best way to start the flow of additional sales is to praise that which you have. If you want more sales, start praising the work you are doing. Praise magnifies good qualities and minimizes the bad, if any. Praise is a positive expression of appreciation. It is being glad over the accomplishments of your prospect. It is giving hearty and warm approval to the prospect and his activities. It is letting him know that you are interested in his welfare. It breaks down barriers and lets you in on situations that would not otherwise be possible. Praise may be called the Great Liberator. Therefore, when anyone deserves or earns your approbation, by all means give it. You will encourage him and have a better appreciation of your own qualities. It will definitely increase the power of charm. 5. The Rule of Tolerance It will also help you to be tolerant. Life is a compromise, and to accept it on that term adds to your own peace of mind and enjoyment. A man is entitled to his opinion; tolerance is respecting this opinion without believing or sharing it. Respect for another's point of view will always enlarge your own. As Voltaire said, "I do not agree with a word you say but I shall defend to the death your right to say it." Tolerance is getting rid of prejudice and hatred. It is trying to establish the true relationship between situations on an impersonal basis. It is a good quality to practice and pays big dividends. Tolerance will also aid you in getting rid of vanity. The world was here when you came. It will be here when you are gone. You cannot change it. You cannot reform it. In fact you can not change anything but your attitude towards it. Adjust yourself to the world as you find it. Enter into your selling with a spirit of sportsmanship. Train yourself to enjoy it and things will come your way. Under tolerance as a means to develop the power of charm it will pay you to exercise your sense of humor. Train yourself to laugh. Do not take things or people too seriously and by no means, yourself. Welcome irritations and they lose their "bite." If the prospect is uncivil, give it no thought. Do not even consider it. Laugh it off. After all, it is not a man's action that troubles you, it is the thought and consideration that you give him. Maintain a sense of humor. It will relax you, and this means peace of mind and efficiency. 6. The Rule of Natural Tendencies Some say, "Be natural, and you will be charming." This is true, provided the natural tendencies have been thoroughly ascertained and disciplined. Some of these tendencies, if untrained, are likely to hinder the power of charm. The hippopotamus is very natural, but he is by no means as charming as the trained seal. The seal is natural, too, but training has added to his natural qualities certain acquired facilities that endear him to us. The natural thing for anyone to do is whatever has be- come easiest for him to do through habit. Your ability to be natural is no better than the training you have given your habits. If these habits have been formed through the proper training, then they add to charm. Some people are inclined to berate charm as artificial. Every improvement is artificial until intelligent application and experience has made it natural. You learned to walk by artificial means, otherwise you would still be crawling around on the floor. This might be natural for you, but it certainly would not be very charming. Charm is the art of pleasing, and
in the field of selling it is most essential. Charm adds to your poise. It
cleans and polishes the window of your personality and permits the radiant
beauty of your real being to shine through in order to light up the faces
of others. Charm is a potent factor of effectiveness. It makes it possible
for you to present yourself at all times in the most favorable light. So
train and equip yourself in the art and power of charm. It will enrich
your culture, increase your personal satisfaction and happiness. It will
help you to make the prospect feel that you are absolutely dependent upon
him for his order, and, strange as it might seem, he will give it to you.
Practice the principles of this chapter, and great will be your reward.
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