Christian retailers need to be ready to explain to customers why best-sellers discounted in the general market may cost more in CBA channel stores, appealing to them to support the ministry aspect of Christian retailing, said consultant Jim Dion.

When a customer asks why a book in a Christian store costs $5 more than elsewhere, "you should be able to look that customer in the eye and say something like, 'You know, we really should be $10 higher, but we are actually only $5 higher because we carry more inventory on this product than any of our competitors,'" Dion said in his afternoon workshop.

They should tell inquirers "there are actual people who can answer your questions, can minister to you and explain the product. They cost money … I'm sorry it costs money to have staff selling the product."

• Prev
• Next