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uccess and boost your income, confidence and professionalism. Training sales people assure the clients that the organization respect and value their time and money. Trained, knowledgeable, skilful and educated sales people add value to the service. Customers put a trust in them and they feel that their needs are better looked after when trained sales people serve them. The trained sales workers serve with confidence. They're knowledgeable and aware of market trends, industry and business environment. This awareness improves their ability to sell which increases the company's reputation (Karevski, 2005).

2.7. Customer satisfaction

Soft skills are also concerned with working customers; to attract and retain them by ensuring their satisfaction and delivering high quality products and services. Customer satisfaction is an important performance indicator and is a measure of whether company's products and services meet customer needs and their expectations (Hill, 2003). This is the reason why many scholars have constantly stressed on the significance of not only customer satisfaction but customer loyalty well. The companies should try to meet their customers' needs and wants. This is the reason why many scholars have constantly stressed on the significance of not only customer satisfaction but customer loyalty and retention as well. A number of researchers have laid a great emphasise on the importance of satisfaction of customers. Kotler (2003) defines satisfaction in regards to feelings of a person that results from comparison of his/her expectations and that of product's perceived performance and also in relation to other important factors. Hansemark (2004) define satisfaction as an overall consumer's approach towards a business that produces and sell products and provides services to its customers. He further describe satisfaction in regards to products customers bought or services they have received as reaction that is emotional, to the difference between customer anticipation and what has actually been received, concerning the achievement of some need or desire.

Customer satisfaction is vital as research by scholars proved the positive impact of direct or indirect customer satisfaction on organization's profitability. It is very important for an organization to consider the consequence of customer satisfaction and/or dissatisfaction on the business. Customer satisfaction is essential for an organisation to be successful because of its effect on the productivity. The importance of customers and customer service has been discussed and considered by many researchers. According to Scott (2002), consumers are the main reason of what an organization does as it depends upon them. Customer service is the service provision to the clients before, during and after an acquisition. According to Zairi (2000), customer service is sequence of actions to develop and improve customer satisfaction level e.g. meeting customers' expectations. Service is certainly an important matter for the organisations where relationship lasts for years and entail considerable amount of finance and materials. Customers' expectations are high: to be treated professionally and honestly and to be dealt with respect and politeness (Hyde et al. 2005).

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