Why read this book? In a world of hard-selling, a gentle form of persuasion is more useful in guiding the buyer to the product that will meet their needs. The art of persuasion stems from compassion, empathy, honesty, and believing in what we do. The only way we can identify the deepest desire or the need that is hidden under all the underlying wants is by communicating, using listening and speaking skills. The book is set in the scenario of an unforgiving competitive automotive retail market environment where knowledgeable customers with high exposure to the information available on the web and social media walk in and out of showrooms with the objective of making arguably the second biggest investment in their lives. They have less time and lesser patience. In such an environment, the Sales Consultant has less time to develop a rapport with the customer. In that limited time frame, the Sales Consultant has to differentiate themselves from others who are in the same profession. In other words, they have to be better than the competition. This book will help the reader achieve that excellence and set them apart from the rest of the crowd. From this book, the reader will learn how to persuade the customer to buy a product or service, be able to quickly understand what the customer needs, and direct the customer to the right product or service by not placing them under pressure. Along the way the reader will learn a host of other communication skills, the art of negotiation, addressing customer's apprehensions, the art of closing a deal, and much more. The best part is after reading the book not only will the reader excel in their career, with the acquired communication skills they will also do well in their social circles. Who can use this book? This book is an interesting read for anyone who would like to hone their skills in the art of persuasion, be it in the business or their social circles using tried and tested communication techniques. Of course, this book also serves as a handbook to all those who are in the business of selling anything from products through to services. The techniques shown here are the exact opposite of hardcore selling. This book can be used by everyone and definitely by the Retail Head through to the Sales Executives/ Consultants. This is a handbook for the Sales Consultant to learn from practical experience, and as a training, a tool to be used by the Senior Management for the customer-facing staff. Where and When can this book be used? Almost any time as most of it is easy reading. Ideally, it should be used as a tool for all customer-facing staff to understand the psyche of a buyer and be able to communicate in such a manner that the customer will open up and a healthy relationship can prevail over the buying and selling process. This book can also serve as a reminder for customer-facing staff who have been on the job for a while and need a reminder on the processes. A portion from each segment can be used for short daily training sessions too. What is in the book? Real-life examples. Here using the example of an automobile dealership, the Sales Consultant is guided to help the buyer overcome apprehensions, differentiate the want from the need, and make the right choice. The Sales Consultant is taught to empathize with the buyer by getting into the customer's shoes and shows the direction and guides the transaction to a fruitful closure keeping in mind that the purpose of a sale is to start a lifelong relationship. Every suggestion stated here, are tried and tested methods that can be practically put to use on a daily basis. The contents include skill development in promoting two-way communications, a win-win negotiation style, learning to qualify by understanding the need, learning to present the product or services and to handle objections with confidence and close the deal. As a bonus, the reader will also learn the techniques and the importance of prospecting.