Billed as a way to offer "real help for your business," the first Product Intelligence Tour kicked off Monday afternoon at the International Christian Retail Show. Crossway's Bill Anderson gave a presentation on Bible sales to a group of around 30 independent retailers.

Anderson presented some statistics on Bible sales in general, explaining that Bible sales generally account for 15% of a bookstore's business. Although he explained that the company has "come pretty late" to Bible sales, debuting the English Standard Version (ESV) translation in 2001, he also offered suggestions to help retailers market them.

"Where the Bible department is in your store is crucial," he said, adding that Bibles are typically the products that provoke the most questions from customers.

Anderson also gave the retailers some questions to consider in how to market their Bibles, whether categorizing them by translations, felt needs or a mix of the two, also asking customers such questions as, "How will you use this Bible?"

Anderson also spoke on Crossway's recent success with the English Standard Version (ESV) translation and the ESV Study Bible. He announced that the company's Bible sales have increased 94% from the previous 12 months, also noting that 55% of its Bibles sales came through Christian retail. "You are very important to us," he said.

Betty Ligon of Victory Christian Center in Philadelphia attended the event and said it was "definitely" worth the time and $10 admission. She attended the seminar, she said, because "I love Bibles and want to learn how to sell them more effectively."

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