Kingsley Elliff from Suffolk-based AW & D Hammond was the winner of the Forecourt Sector in the Sales Assistant of the Year competition run by Forecourt Trader’s sister publication Convenience Store.

He was presented with his award today (Tuesday 13) at the prestigious Dorchester Hotel in Park Lane, by celebrity presenter Cheryl Baker and Forecourt Trader editor Merril Boulton.

The rock music-loving sales assistant has worked for the Jet-branded site and Mace store for 18 months, during which time he has made his presence felt with his friendly and cheerful approach. Manager Louise Hammond describes him as an extrovert, as well as being “charming, enthusiastic, a breath of fresh air, and someone who wears a smile – no matter what”.

He introduced ‘We Serve You Wednesdays’ to offer forecourt customers assisted service, a fact which he helped publicise extensively in the local press. He has had a varied career, including working as a European sales manager for scientific instruments, but is now extremely happy with his three part-time roles, which include gardening, working as a carer, as well as doing his two shifts a week at the forecourt, which can occasionally average about 20 hours a week.

“The thing I love most about my forecourt job is meeting people,” he said. “I set myself a challenge to talk to customers about something they like in order to cheer them up when they come in looking miserable!”

He also likes to liven up the atmosphere in-store playing his favourite rock music tracks.