Sell it to me. Sweet-talking sales clerks recently pitted their patter against fellow professionals who know what selling is all about.

The event on Jan. 22 in Yokohama was a dazzling display of ways to woo the customer and showed that the winning ingredients may be charm, openness and engagement.

Organized by the Japan Council of Shopping Centers, the contest tested shop assistants in demanding scenarios, teasing out sales tactics and showing how staff develop empathy with customers.