Christian Supply Inc., in Spartanburg, S.C., is identified as exemplifying the "serve, don't sell" attitude needed for success with Christian shoppers, according to Faith-Based Marketing: The Guide to Reaching 140 Million Christian Consumers.

Released next month by general market publisher Wiley, the 256-page book is written by Greg Stielstra, a former marketing executive with Thomas Nelson and Zondervan--where he led the campaign for the best-selling The Purpose-Driven Life--and Bob Hutchins, who oversaw the online promotion for Mel Gibson's hit movie, The Passion of The Christ.

The pair warn that gimmicks won't work in reaching Christian consumers, "but if you truly see yourself as an ally... and look for ways to serve or help them, we guarantee success." The two authors profile Christian Supply in a case study, observing that developing "an intimate connection" with customers has helped the family-run business become the largest such operation in the world, with an enviable inventory turn rate of 4.1.

Among the ways the store has sought to serve is by organizing an annual conference for church choir directors--now in its 29th year--and a yearly special which sells a featured book for half price. Such initiatives are "really the Golden Rule, which traces its origins to the Bible," say Stielstra and Hutchins. "Do something for others, and they will return the favor."

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