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.
One common belief is that building relationships costs time and money but does not increase sales, profits or returns. If you keep that person a customer until their next purchase, it may only cost you 34 cents to bring them back. It's much more cost effective and profitable to keep customers than try to attract new ones. See Cathy Finney's article on asking for customer referrals in this issue. Good relationships build value, which builds customer loyalty and profits.