What's most astounding is that the vast majority of business people don't automatically understand the concept of charm. You'd think it would be a reflex, a conditioned response in business to "turn on the charm" when dealing with customers, clients, associates, employees, competitors, or potential clients. And since the list of "potential clients" for many businesses can include Everybody, the idea that someone in any job, anywhere, ever is not making the maximum effort to be as charming as possible all the time is stupefying. How to Succeed in Business Without Really Trying? Try being charming.
This is not simply one man's opinion-it's clear through research studies, published articles and treatises, opinion polls, and just plain old real life that charm is extremely well valued in our society. People can say whatever they want about former President Bill Clinton's policies or his personal conduct, but no one who ever met the man has failed to comment on his personal charm. The same can be said for Ronald Reagan. And in this country, it's hard to get much farther in life than to be president of the United States. President Bush, too, can be considered charming, but in an entirely different way.
Charm is also evident in movie stars-when they want to show it. Interviews with stars are meant to convey their charm, so the public, which buys the tickets and ultimately pays the salaries, "ill feel that this person is "friendly" or that one is "down to earth." We will "like" them better, thus assuring performers solid, loyal fan bases that will keep them working for the foreseeable future. Charm pays.
It's not only true, however, for those in entertainment or politics. The surly garage owner will probably attract fewer customers than the one across the street who is well known for his concern and easy manner. Have you ever changed lanes at the supermarket because the 11 nice" cashier was working nearby and the "grumpy" one was at your lane? Have you ever chosen one dry cleaner over another? Was it because the level of cleaning was really all that noticeable or the prices that much lower, or was it because the second cleaner seemed "friendly?"
Charm draws customers.
By the same token, in industries that don't deal directly with the public, it's often the case that charm can propel a worker to a higher level of responsibility (and pay). Maybe the charming person who can't do the job won't be promoted, but when two employees of equal competence are in line for a promotion, do you think the one who practices charm well is going to be at a disadvantage?
Charm gets noticed.
When a customer or client contacts a firm for the first time, walks into a store
for the first time, or encounters an employee for the first time, charm--
exercised properly and sincerely--Creates an impression. If you walk into an
exclusive restaurant and the ma
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