Charm is not a superficial quality. It is the basis of likeability. It is possible for a person who is not particularly charming to be well liked, but it is almost impossible not to like someone who is truly charming. Charm, however, is most effective in sales when it is accompanied by the qualities of empathy, honesty, and generosity. When used as a means of manipulation or deceit, charm changes into something false and wholly unlikeable. If you are blessed with the gift of charm and use it well, it will serve you well in return.