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 sales- men 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.