Charisma comes from the Greek word kharisma, which means “gift” or “divine favor.” According to Wikipedia, is often used to describe the ability to charm or influence people. It also refers to a quality in certain individuals who easily draw the attention and admiration of others due to a “magnetic” quality of personality and/or appearance. Like him or hate him, Bill Clinton is known for his charisma. When he walked into a room everyone was attracted to him. (not always a good thing!)
So what? In today’s selling world, charisma will only take you so far. And in an age of corporate scandal, lack of consumer trust and mass media brainwashing, there is only one attribute that picks up where charisma left off and truly magnetizes prospects to you: Authenticity.
The word comes from the Latin authenticus, or “original, genuine.” It’s defined as “worthy of trust, reliance, or belief,” and it is not the same thing as charisma.
An article from the Harvard Business Review explained that while charismatic leaders have often been hired in times of corporate distress, charisma is much more a social product than an individual trait. Furthermore, Khurana explained, “Factors affecting corporate performance are often beyond the powers of even the most charismatic leader.” As for sales, charismatic sales people are hired more often, but that’s not always a good move.
Furthermore, a related study from Cornell University, which surveyed 6,500 hotel employees worldwide, proved that organizations with employees who rated their managers as “authentic,” (not charismatic) were more profitable than hotels whose managers had gaps between their words and actions.
This is not to say charisma is worthless. I do think it’s a valuable characteristic that many successful salespeople and leaders possess. But it cannot stand alone. Adolf Hitler was charismatic.
I’ve read many articles on charisma. And honestly, a lot of them really aggravate me! First of all; articles written on the topic of charisma usually reference famous political leaders who have innate and exceptional rhetorical/interpersonal skills. As if when it came to charisma, you either had it, or you didn’t have it. And if you didn’t, well, too bad!
The fact is, authenticity is simply more valuable. Ronald Reagan had charisma, but he “oozed” authenticity. And authenticity doesn’t have the same requirements as charisma. You don’t need to possess the interpersonal charm or the brilliance of Bill Clinton to be authentic. You just need to be yourself. And anybody can do that to become a more successful communicator and salesperson.
Secondly, many articles written on the topic of charisma are way out of date. One piece in particular caught my attention, the writer of which I will not mention because, well, that’s just not cool. He said:
“There is a close association between personal charisma and success in life.”
“Fake it until you make it!”
What a load of manure!
There are many other determinants of your success besides charisma. I’ve personally read about (and met) thousands of successful people whom I never would have labeled as “charismatic.”
But you better believe every one of them was amazingly believable AND authentic.
So, don’t think that if you’re not charismatic, you’re not going to be successful.
And as far as that “fake it until you make it,” cliché? Really? That’s about as far away from authentic as you can get. People shouldn’t have to fake anything. Faking is apparent to your prospects and it kills trust.
Do you want to be perceived as “charismatic” or “authentic”? The following exercise will help you decide. I looked up the words charisma and authenticity in my thesaurus, mixed them up, then put them in this list. Go through all 8 and consider the traits you’d most prefer others to perceive you as having.
1. “attractive” or “accurate”
2. “bona-fide” or “bewitching”
3. “desirable” or “dependable”
4. “faithful” or “fascinating”
5. “genuine” or “glamorous”
6. “lovely” or “legitimate”
7. “pure” or “provocative”
8. “tantalizing” or “trustworthy”
Charismatic might get you in the door, but authenticity will earn you the business.
Can you tell the difference between authentic and charismatic?
I hope so; because your prospects certainly can!
O&U!