So, don't let the term scare you. It is an important word in today's business world. Etiquette, business or social etiquette, is the art of taking the unfamiliar and making it familiar to many. Nothing more, nothing less.
Today there are over a dozen books on the topic covering both business and social etiquette.
All other rules you hear or read about are guidelines. There are, literally, thousands of guidelines that will work at some time or another . . . Well, there are many aspects to this. Confusion does not generate sales. Moreover, confusion discourages sales because if customers are confused because it will be harder for them to make the decision to buy.