Chapter 55

Charismatic Power

The fifth element of personal power is Charismatic Power. It’s probably the hardest one to analyze and explain. What is charisma? We’ve all heard of charismatic religions, of course. In that sense, charisma means a gift from God of a special talent, such as the ability to heal, or to prophesize. In popular usage, charisma means this: A special quality that gives a person the ability to capture the imagination of another person, inspiring support and devotion.

German sociologist Max Weber was the first person to bring the term into modern day usage and present it as a learnable persuasion skill. He called it a form of authority. Until the turn of the century, we thought of authority as either law or tradition. Max Weber introduced charisma as the third form of authority. That, simply with their personalities, people could influence another person.

Max Weber also introduced the theory that charismatic leaders are elected in troubled times. That is certainly true of Adolf Hitler in Germany and Juan Peron in Argentina. Look at recent American politics and you’ll see that phenomena also. Franklin Roosevelt was first elected in the middle of the great depression. John F. Kennedy was elected at the height of the cold war, Ronald Reagan and Bill Clinton were both elected during troubled economic times.

Dean Simonton, a psychologist at the University of California-Davis, determined the elements that a presidential candidate must project if he is to be perceived as charismatic. He must have a flair for the dramatic, consciously refine his own public image, use rhetoric effectively, exhibit artistry in manipulation, convey clear-cut, highly visible personality, have the ability to maintain popularity, enjoy the ceremonial aspects of the presidential office, and he must be a dynamo of energy and determination.

If you’ll apply those characteristics to the president you think is or was most charismatic, you’ll see that charisma is not a mysterious characteristic that you must be born with, but more a skill that you can develop. In my book, Secrets of Power Persuasion, I spend two entire chapters explaining how to develop personal charisma; but for now let’s just recognize its power and its limitations.

Meet the Master—William Jefferson Clinton

I’m sure you’ve had the experience of meeting a celebrity who has an overwhelmingly charismatic personality. When I met President Clinton, I was uncomfortable because I’m at the opposite end of the political spectrum, and I’m sure he could sense that. I didn’t want to say anything that would constitute an endorsement, so I said, “Good luck, Mr. President, don’t let them get you down.” Guess what he did. He looked me in the eye and said, “Roger, if you’ll stay with me, I’ll be there.” I said, “I’ll be there, Mr. President.” Within 15 seconds, he’d gotten a commitment of support from me strictly based on the power of his personality.

Salespeople tend to overemphasize Charismatic Power. Many an old-time salesperson has told me, “The only reason my people do business with me is because they like me.” Well, not nowadays. Don’t fall into the Willie Loman trap. Even 40 years ago, when Arthur Miller wrote Death of a Salesman and had Willie Loman saying, “The most important thing is to be liked,” he was making fun of it. Sure that buyer is more likely to give you an order if he or she likes you, but don’t think it gives you much control. Buyers are much too sophisticated for that today. It’s a long way from control of the negotiations.

Charismatic Power As an Intimidating Factor

Some people are very astute about using Charismatic Power on you. Without realizing it you can find yourself making concessions to them simply because you like them so much. Whenever you find yourself drawn to the other person, you should stop yourself and think, “Would I be making this concession if I couldn’t stand this person?”