How to serve the special needs of the local church supplies customer

Christian retailers specializing in church sales find that their business is very different than a normal retail operation. The clients’ purchase triggers, needs and service requirements are unique—so too are the actual purchasers. Millennials, Gen Xers and boomers alike are making purchases, but their shopping styles are different.

As a custom glass-pulpit manufacturer selling to churches for over 20 years, I have seen an evolution in the church-retailer relationship. One thing hasn’t changed, however. Good service is still key.

Veteran retailer Rose Polakowski of The Olive Branch in Williston Park, New York, believes there is great  value in being a “people person” in the church supplies business.

“Let them understand that you’re here to serve them,” said Polakowski, who serves 80-90 church accounts.

She believes the store and the church need each other.

“Do you want a robe? We’re going to fit you,” she said. “Do you want advice on the best Bible you can buy? We’re going to tell you that.”

SELLING STRATEGY

Creating a positive experience for church customers is critical, and to do this, the Christian retailer must understand his target demographic and its members’ unique needs. More specifically, know the person to whom you’re selling. It could be a mistake to view the church as a “business” and your church clientele as “customers,” as few churches have a trained staff of professional purchasers at the ready. Most rely on overworked administrators and, of course, a pastor who has taken on this task along with 20 other jobs. Making the purchasing process user-friendly and painless for these clients is paramount. Make their visit to your store as efficient as possible. Their time is valuable, and a cordial but focused interaction will be appreciated.

If you sell by phone or online, limit the investment of time required of the purchaser. It’s great if they need more personal attention, but allow the client to guide the quantity of interactions. Quality is your job.

In addition, remember to not take for granted your client’s level of expertise. Many congregations rely on volunteers and retired professionals for this purpose. This is where qualifying your client is important. Knowing your church customer’s level of experience and product confidence will allow you to tailor your consultation. Is the buyer a retired electrician? In that case, dumbing down a presentation on lighting options may lead to resentment. On the other hand, if the buyer is a volunteer with no purchasing experience, more of an educational selling approach may be necessary.

Knowing your products and how they fit your clients’ needs is a key selling strategy that never loses its effectiveness. Train your staff on how to identify and present the benefits of your products. It is critical for your employees to learn how to best interact with your clients and answer their questions, whether in person, by email or on the phone. Each of these channels of communication may require a different skill set. Of equal importance is how to maintain and balance your company’s vision along with your clients’ values throughout the interaction.

Also, recognize that the person you are dealing with may not be the one signing the check. Churches often rely on boards and committees to make decisions, and your contact may just be gathering information to take back for a final approval. This is why straightforward and clear pricing is important. Otherwise, if your contact must go back and forth several times due to add-ons and service fees, it is a time waster for all involved and can potentially ruin your sales opportunity. Early in the sales process, your contact must have confidence in you. There should be no surprises.

BUYING POWER

Equally important are the sales channels available to prospective customers. Pointing them only to a website means you risk alienating those who are technologically challenged. Many of our clients still prefer to hold a paper catalog in their hands and talk to a real person by phone. It is almost a weekly occurrence that we talk to a pastor who still does not have email. On the other hand, the absence of a website may make you invisible to those who rely on a 24-hour online marketplace.

Millennials in particular will be changing how those in the church market do business. As they come of age, they are on the verge of commanding huge buying power. This generation has been raised with the convenience of online shopping and is indeed far more likely to buy through e-commerce than from a brick-and-mortar store. Even if these clients eventually makes their purchases in person, more than likely they have already done their research online. When it comes to technology, they are used to things working and, more than that, they expect these tools to work well. If your store’s website is slow, hard to navigate or based on an older framework that isn’t compatible with mobile devices, you will lose potential customers to a competitor that has embraced these new technologies.

Of course, churches are social by nature and are a valuable source of word-of-mouth marketing. Not only does the pastor speak to his congregation at least once a week, but also most churches have smaller groups of affiliated members. Prayer groups, Bible studies, teen fellowships and women’s groups are all opportunities for face-to-face social marketing. It would be unwise to neglect exposure at this grass-roots level.

BUILDING CLIENTELE

We are in a world that needs both a human and a high-tech salesperson, but sometimes it just comes down to dollars and cents. The 2008 recession took a toll on everyone, including the American church. Church stewards saw the impact in their benevolence contributions. Our company and many other suppliers saw the impact in church sales. Continuing tough financial times results in reduced spending.

In this ever-tightening economy, offering alternatives in several budget ranges with financing options may be a way to access a larger pool of clients. Look for complimentary items that can be offered as a package. Consider offering a multilayered pricing structure with a special price for your church market. This approach to church sales can speak volumes about your regard for their special needs and challenges—and could be rewarded with their patronage.

In some instances, giving away an item pays dividends down the road. Explore the possibility of offering donations while ensuring that your brand will be clearly acknowledged. This could be books for a book sale or prayer group, a piece of furniture for a gathering or general council, or a limited-time coupon for a special event. Always be on the lookout for these opportunities.

Articles in trade magazines such as this one and church or denominational newsletters are another oft-overlooked avenue of exposure. Share your knowledge and expertise in print and through websites. There is always a need for relevant content.

When preparing sales presentations, keep in mind that in the church marketplace, unlike in the secular business world, not every purchase decision is based on a financial return on investment. It may be more important for both parties to consider how the item or service can facilitate the way in which the pastor’s message is communicated, how this spending can bring about a more impactful ministry and how it better serves the church members. Décor is a great example of a category of items that may not offer a financial return, but it may pay dividends in how members feel about their church.

WINNING TRUST

Understand your clients and their beliefs. That may seem overly simplified, but in our corner of retailing and sales, there are many different faiths, denominations and theologies. Not everyone believes as we do, and it never goes amiss to ask questions and show an interest in other traditions. Understanding these traditions can better equip the church supplier and retailer to serve the needs of all those who come to us for our services.

If your client can see that you understand and accommodate them, they will be appreciative. This is the start of their being able to place their trust in you. In the end, no amount of selling or marketing means anything if you cannot establish a relationship of trust. Churches are often easy targets for shady contractors or merchants looking to make a quick buck. Establish a strong relationship with the prospect, share references and testimonials as needed, be complete in your pricing, up front on your lead times and, most importantly, be authentic and deliver on your promises. 

Steve Antunes is general manager of Prestige Pulpits and Prestige Glass in Sault Ste. Marie, Michigan. Learn more at prestigepulpits.com.

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