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What is The Secret Power of Charm
By Anne-Marie RONSEN
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 influ-
ence 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 at-
tractive 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 fol-
lowing a few simple rules.
2. 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 nat-
ural 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 re-
form.
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. Pre-
tense 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 super-
ficial 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 neces-
sary to lick gold to find out whether it is brass.
S. 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 atten-
tion 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 ex-
cellent 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 in-
tensify 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 motivat-
ing 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 with-
out 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 hun-
gry people stood before him. Five loaves and two fishes were
the only available food. What did he do? He did not com-
plain. 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 pos-
sible. 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." Toler-
ance is getting rid of prejudice and hatred. It is trying to
establish the true relationship between situations on an im-
personal basis. It is a good quality to practice and pays big
dividends. Tolerance will also aid you in getting rid of van-
ity. 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 your-
self 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 your-
self 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 con-
sideration 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 nat-
ural. 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 ab-
solutely 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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