A man visited the Premium Motors showroom a few months ago with his 18-year-old son to check out an Audi S5. The son seemed very satisfied with the car's performance during the test drive. When Candy Lee Wai-ling, a certified sales adviser at the dealership, tried to close the deal, however, the father was unwilling to buy the car. She sensed that there was a problem, and it didn't have anything to do with money. 'The S5 cost HK$799,000, but that was not the problem - they could afford to pay such a price,' Ms Lee said. 'After some probing I found out the father was worried that the S5 was too powerful for his son. So I introduced the A5 to them. It is a good-looking car, as well, but it has less power. Finally, both father and son were satisfied with the A5, and I closed the deal successfully. That's what I call a 'win-win' situation.' Distinguished Salesperson Award (DSA) winner Ms Lee believes the key to being successful in sales is having more than a good understanding of your own products' details. You also need to be knowledgeable of your competitors' products and have good interpersonal skills. The automotive sales industry is becoming increasingly competitive, with the price of European cars closing in on those of Japanese cars. As a result, customers who formerly were content with Japanese makes are now taking European models into consideration. Alex Chan Ngai, a sales executive at Honda dealer Reliance Motors, who also won the DSA, said: 'More variables have arisen in the selling process. As customers get more choices, they might do more comparisons, and this can affect their final buying decision.' As a sales executive who has been with the company for six years, Mr Chan helps customers choose the right car by providing professional advice aimed at helping them meet their particular needs. He also provides after-sales follow-up services. 'I love selling cars because I love driving cars,' Mr Chan said. 'I can share my experiences about driving with the customer, and I can introduce some new automotive technology and equipment to them. Helping customers choose the right car also gives me job satisfaction.' Mr Chan's idea of a successful salesperson is someone that his customers and their friends and family will immediately think of when they want to buy something. 'This means that the service you provide is so impressive that they will only think of you when they want to buy another car and that they will recommend you to their friends and relatives,' he said. Carson Ip Tat-wing, a sales executive at Reliance Motors, has been with the company for five years and also won the DSA. He enjoys the selling process, which gives him a sense of success. He also finds the attractive salary a key motivator to giving it his all. 'Perseverance, patience and a good service attitude are the key elements that lead me to success,' Mr Ip said. 'In this economic environment customers will make the buying decision after making comparisons. So the challenge is how to let them trust you and believe that your recommendation is the best choice for them.' Mr Ip once served a walk-in customer at the showroom who was satisfied with his explanation but declined to buy the car. 'Two weeks later, this man referred a friend to me, and his friend bought the car. His friend told me that the man that I had served appreciated my service attitude very much and that is why he strongly recommended me to him.' Reliance Motors and Premium Motors are part of the Dah Chong Hong Holdings group.