It all comes down to people, people, people. Personal contact is your best tool whether it is in the store, in the home, on the phone, or in written correspondence. It is very difficult to build a long-term relationship with customers, based on value, if your staff turns over every three years and you have a new set of customers every five years. Customers and employees that don't see the value in their relationship with you are more likely to leave to find more security. They are certainly prime candidates for a competitor's sale ads and that is the first step toward leaving your store.
Every employee needs to express concern for customer needs at all times.
All prospects, not just buyers, need to feel like VIPs or they will not become buyers except out of necessity. One negative experience with any of your employees can send even a loyal customer to shop a competitor who has an appealing ad or lower price. It is your people who cause shoppers to become buyers in your store. This training budget can be reallocated to more advanced training which leads to higher employee retention and productivity. Relationships develop over time.