Alexis de Tocqueville said this: "The charm of simple good manners is almost irresistible."

Politeness, courtesy, niceness, manners. These are qualities I find increasingly missing in sales and most other aspects of business. People increasingly just don't see the need to bother with this stuff.

I was reminded of this as I read Peggy Noonan's fine, zeitgeist attuned column in the WSJ a while back titled, "We Pay Them To Be Rude To Us". Ms. Noonan states, "American culture is, one way or another, business culture and our business is service. Once we were a great industrial nation. Now we are a service economy." She says the social implications of this are making us confused and crazy. "We wear away the superego and get straight to the id, and what we see isn't pretty." She describes a revolution in manners. "We tore [manners] down as too fancy, or sexist, or ageist, or revealing of class biases. Just when we needed more than ever the formality and agreed-upon rules of manners to act as guard rails, we threw them aside. And now no one knows how to act anymore."

When I was a young actor (mostly unemployed) many years ago, before I became an accidental entrepreneur, I often supported myself as a catering waiter for high-society in New York. I worked mostly for a company called Glorious Food, the most elegant caterer then around.

Glorious Food parties were run by a very traditional and exacting maître d' named Serge. Serge was an old school martinet who was about doing everything with precise properness. Training to become a waiter for Glorious Food involved a long seminar where you were trained how to set a traditional table, fold napkins, correctly serve, etc. Basically, I thought this was a bunch of hooey.

But one day I found myself sitting next to the daunting Serge and got to talking to him about why we did all this minutia so precisely. He quite cogently explained to me that, as silly or unnecessary as it might seem to an American (slight disdain with a French accent), there were very good and practically efficacious reasons for why the dessert spoon is placed over the desert fork, or why the white and red wine and water glasses were in a specific configuration. Basically it made things easier for the server and the servee. It was not arbitrary or phony. It was well thought out and imminently practical.

There is a reason for manners and courtesy and it is not just to be nice. Manners are ROI efficient. As Letitia Baldridge puts it, "Good manners are cost effective. They do not only increase the quality of life in the workplace, they contribute to employee morale, embellish the company image, and play a major role in generating profit."

The purpose of manners is to give us a practical structure to deal with each other. It is not bullshit. It is the glue of civilization and the utilitarian road map for dealing in everyday business. Manners and polite address are not superficial. They are essential. The importance of plain good manners is increasingly not taught or explained with any depth. Too bad. It is an important tool increasingly missing in the modern salesman's repertoire.

Ralph Waldo Emerson said in his essay "Behavior" from The Conduct of Life (1860), "Manners are the happy ways of doing things; each once a stroke of genius or of love, now repeated and hardened into usage." Thanks, Ralph.