Selling without feeling like a salesperson
The owners best at sales don't think of themselves as salespeople. They think of themselves as helpful.
Ask more than you tell
The first 10 minutes are questions about what the customer actually needs. Owners who lead with answers sound pushy. Owners who lead with questions sound competent.
Recommend what you'd recommend to family
When the recommendation matches what a friend would tell them, customers feel it. Pushing the bigger ticket when the smaller one fits poisons future referrals.
Be okay walking away
The willingness to say 'this isn't a fit for us' is the most powerful sales tool there is. It also tends to bring customers back six months later.
Take your version of this question further
This is one operator-tested angle on the question. Your shop, your size, your trade, and your team change the answer. Ask your specific version inside Ask a Shop Owner to get a response grounded in how owners like you actually handled it.