Here is a picture of a gentleman using his charming skills to sell his Haitian art to a potential client. In an art Fair where you will find many artists selling products, specially Haitian art, it is most important to turn on the charm if you want to make any money that day.
The Haitian merchant seems to understand the concept clearly as you can see it is no longer about the product but persuasion through communication.
To "turn on the charm" when dealing with customers, clients, associates, employees, competitors, or potential clients is to Succeed in Business Without Really Trying.
research has proved that charm is extremely well valued in our society. Charm pays, draws customers, gets noticed. It creates an impression, usually a good one.
If you have competition, the ability to be charming will help your business to distance itself from the competition.