Salesmanship - The Greatest Tool of All A salesman is always perceptive. He's sensitive to his customers' needs and desires. This is selling in a nutshell. It doesn't matter whether you're selling auto parts, auto service or ice-cream sodas. Customers' wants must be satisfied. One statement which sums up nicely the concept of modern day selling is the Sears' motto: "We will seek out the customer and sell the customer whatever he or she wants, whenever he or she wants, however he or she wants to be sold." Sears has found that salesmanship is the greatest tool of all. Salesmanship in practice is the pure basic, simple fundamental sincere desire to be helpful to the customer. Salesmanship is providing for his needs, showing the benefit to him of what you're selling and then asking for the order. Salesmanship in practice is also making the public what you have to sell. A good salesman is a merchant of discontent. If people bought only the things they need to exist, this country would be in a continuous depression. Never forget that salesmanship is vital in every phase of life. Salesmanship is a noble, challenging, interesting and rewarding skill. You may be the best diagnostician or mechanic in the business, but if you can't sell, your dealership is in trouble. One answer might be to hire a man who can sell your services. Effective salesmanship can boost your service and part sales. But what's wrong with learning to do the same thing? A salesman understands people. He caters to their "likes". Concentrate on customers' "likes", and you'll find that they are very much like your own. Satisfy them and you'll sell. Salesmanship Aids Here's a list of 10 salesmanship aids, which one can use to start towards equipping oneself as a salesman: 1.  Vehicles owners hunger for dependable, quality service. Give them this and they will respond.   2.  They like personalised service. They want to talk to you about their problems.   3.  They like to be recognised as an individual not as a 'number' on the top of their vehicles. Call a customer by name, if possible. Use the number only to identify a vehicle for job control.   4.  Customers like to be greeted with a smile. But make it a warm and friendly one, not mechanical.   5.  Customers like to feel you are really interested in their vehicles. To many, it's their second largest investment (after their home). Never "knock it", even if it is a dog.   6.  You're "the doctor", or they wouldn't be in to see you. They value your opinion. So, be honest, and they'll like your vehicles and manners.   7.  Customers like to be sold on the benefits of your service or product. Tell them what the benefits are so they won't have to say; "what's in it for me?"   8.  Customers don't like to have products or services pushed on them. If you really convince the customer, he will buy. He'll buy just to satisfy the hunger you have created for it.   9.  Advertise your modern tools and equipment. Customers like to know that their vehicle is getting the best and the most up-to-date.   10.  Modern tools and equipment can be silent salesman too. They can work for you 24 hours a day. But they can't go it alone. They need your help. It's you and your man that put the friendly human smile on all new tools and equipment. Without you and your salesmanship, the cold steel is useless. However, there is a very apparent trend among the modern vehicle owners to have their vehicles serviced at the cleanest and most modern automotive service department.   There's an easy solution to the atmosphere problem. Most service dealers can do a top-notch upgrading with a little house clearing. Others might just as well throw a match into the joint and walk away. You can spend thousands of Rupees on the latest tools and equipment but they won't help your profit picture if your place isn't appealing to the customers. New tools and equipment won't do any selling if they're buried in a dark, greasy corner.