This essay sheds light on the importance of brands having a robust customer service training program and elucidates how sales associates can effectively guide customers through the stages of the buying process. Additionally, the importance of brands communicating with customers during the post-sale phase of the buying process is delineated in this essay. It is critical for brands to offer stellar customer service in order to retain customers and elicit long lasting customer relationships. The culmination of successful customer service training at an organization results in increased customer retention rates, higher customer satisfaction levels, and bolstered brand recognition as a result of front line employees being able to more efficaciously assist customers throughout the ample stages of the buying process. The customer service training program should punctuate the factors of responsiveness, credibility, communication, reliability, assurance, and empathy on the employee's end. Furthermore, employees should be trained to ensure that the service setting is characterized by consistency, organization, efficiency, and professionalism so that it can be an environment in which services are easily accessible. For instance, medical doctors don the white coat in order represent themselves as competent professionals in the minds of their patients. This professional attire also helps them establish a distinguishable level of credibility and trustworthiness among patients even though a doctor could potentially render the same level of quality services to patients in casual attire or pajamas. Overall, demonstrating professionalism is part of providing superior customer service. Demonstrating professionalism entails treating customers with respect, prioritizing the customer's need, and having vast knowledge about the company's product offerings and service offerings so that the employee can best assist customers. Employees should make an earnest effort to help consumers to the best of their ability and should also strive to accommodate the individuals needs of customers since dissatisfied customers can be the bane of a business that can lead to a brand becoming defunct. It is of eminent importance for companies to have a robust customer service training program so that employees have the competence and wherewithal to be able to secure the lifetime values of the customer. Once employees gain the competence needed to efficaciously assist customers, they can work on undergoing precautionary measures to overcome potential sales failures from transpiring at any stage of the buying process. Sales associates should know how to be persuasive and alleviate concerns. Furthermore, prior to the products being sold, it is important that a sales associate is able to candidly address all of the consumers questions without withholding any vital product information. Additionally, sales associations should also never belittle consumers in a condensing manner and should make their consumers feel that they are in control of the buying process. Sales associates should be well acclimated with their company's return policy. Moreover, sales associates should also assure their customers that their items are fully refundable in the event that they are dissatisfied with the products if this policy is rendered permissible by their company. Sales associations should also desist from soliciting consumers and should work with their consumers as a team to help them make the optimal buying decision even if the sale is not always with their company.