Why is it important that I am the Friendly Auctioneer?

During my Apprenticeship I met many different Auctioneers. The one's I was drawn to are friendly, generous, caring individuals. I also met the other type. I am not one to talk badly about other Auctioneers, and I will not name names, but I feel it necessary to answer this question. Picture an Auctioneer that is very knowledgeable. In fact, I aspire to have that kind of knowledge someday. Yet, when this person was working, they would belittle their employees publicly, sometimes to tears. They said that they had a fiduciary responsibility to the seller which is true. Then they would go out and treat the bidders like... well, badly. It is my contention, that if I treat both buyers and sellers in a professional, friendly manner, bidders will bid more, making for happier sellers. People buy from people they like, so you better like me darn it!