Graham Payne credits Sunwin Garage chief Peter Marks for spotting his gift for the gab and launching him on a career in car sales.

He recalls being interviewed by Mr Marks when he applied to be trainee manager of the petrol forecourt at the Sunwin Garage (part of the Co-operative Group) in Thornton Road, Bradford, back in 1984.

Graham says Mr Marks noticed he never stopped talking and suggested he may be more suited to sales.

When Graham joined Sunwin Renault's sales team in 1984 the finishing touches were being put to the garage ready for the July opening.

"There were no carpets or cars," he recalls. "They were ferrying cars from the other branch in Keighley."

The 43-year-old, who grew up in Brighouse but has since moved to Bradford, fondly remembers the first car he sold.

"It was a Renault 5 automatic in black on a 1984 B-reg. I was only a young kid and I had to pick it up from Doncaster. It was the first time I'd driven on a motorway so I was unbelievably nervous."

It was the first of 9,000 cars Graham has sold over the 24 years he has been in the business.

He says the motor trade has changed considerably since he started. There used to be no prices on the car windscreens - customers were encouraged to buy what they could afford to pay monthly.

Technology has made customers more astute to the product and pricing. At one time they only had the sales spiel and brochures to go by; now there is more competition and the internet allows customers to shop around for the best deal.

"I think with the internet everyone is more switched-on and there is more competition," says Graham.

Ongoing training has equipped Graham and the rest of the sales staff with skills and expertise; but experience also counts and, of course, the right attitude.

Graham is proud of the fact that many of his regulars have become friends rather than just customers. One of his regulars is a well-known performer in London musicals who first popped into the garage while appearing at the Alhambra in Bradford.

"Everyone asks what do you do to sell a car?' - it's making friends with people and talking to them."

Quality customer service is paramount to the profession, too, according to Graham. "People have bought 15 or 20 cars and they come back because they know me and because they will get treated right and get a fair deal."

Graham says he strives to make buying a car an exciting experience for his customers. "They are spending a lot of money. They change cars considerably more regularly than their house. It should be exciting and they should look forward to it."

As you'd expect from a Renault sales executive, Graham drives a Renault company car and, such is his enthusiasm for the brand he's promoting, he's even sold Renaults to his family. His in-laws drive a Megane and his parents have a Laguna.

"I keep it in the family. They say you should never sell to friends and family but I do make exceptions!"

He has the following advice for anyone considering launching a career in the motor trade. "It's like any job, it's about enthusiasm, wanting to do it correctly, setting yourself goals and working hard to get to them."

For more information about professional sales courses or for details about a degree in marketing and sales, contact Bradford College on (01274) 433333.