The bond between salesperson and potential customer is based on a deep understanding of the client's needs, and a close relationship is often the result. In fact, the process as almost like 'falling in love', says Honda sales supervisor Eric Law Kin-hung, of Reliance Motors. Mr Law is one of five Distinguished Service Award winners employed at car dealers Reliance Motors, Premium Motors and Harmony Motors. The others are Bonny Yip Hon-pang, Sam Lai Kwok-sum, Marco Mak Kwok-kit, and Judy Tsoi Shuk-ching. 'When a salesperson contacts a customer, he or she must understand their needs and build up a good relationship with them,' Mr Law says. An employee with 11 years' service at Reliance Motors, Mr Law says winning the DSA is a joy, but it also raises the bar and makes the job more challenging. For Mr Yip of Premium Motors, selling a car brings a satisfaction that is almost beyond words. Convincing a customer that he or she has chosen the appropriate vehicle is a big challenge, especially in a highly competitive car market, says Mr Yip, who is a sales executive for Audi. But the satisfaction derived from a successful deal is tremendous, he adds. 'Give your heart when serving customers,' says Ms Tsoi, a Volkswagen sales representative with Harmony Motors. She adds that it is important to understand a customer's background before introducing a product. Reliance Motors' Mr Lai, a senior sales executive for Honda with 15 years' experience in sales, says his deep interest in cars helps him to enjoy his job. 'Winning the award is a milestone in my career. It encourages and motivates me for my future sales endeavours,' he says. Mr Lai believes that being a salesman is about more than just selling; it about being a sales consultant. 'It is not just about selling a car. It is also about providing after-sales service.' Arranging insurance, financing and licensing, and reminding customers about regular car check-ups are all part of the sales process. Mr Mak of Reliance Motors, a Honda sales executive, says hard work and patience pay off. 'The effort you put in shows in the results you get,' he says. He once had a customer who refused to buy a car even after repeated negotiations. 'I managed to allay all his fears and resolve all his problems and he finally purchased the car, and was very satisfied with it,' he says. Mr Mak says he trained for three months with his colleagues in preparation for the DSA. Reliance Motors, Harmony Motors and Premium Motors are all subsidiaries of Dah Chong Hong, which was founded in 1946. Reliance Motors is responsible for the sales and distribution of Honda, while Premium Motors and Harmony Motors are responsible for the sales and distribution of Audi and Volkswagen.