"From a clerk's perspective I think the three main things I would want them to understand is that the majority of Bible purchasers have made the decision to purchase well before they come into the store. In other words, it's a 'preplanned purchase,' and the customer knows they want a Bible.

"So treat them accordingly. Second, since nearly two-thirds of Bible purchases are for gifts, it's highly likely that the customer is on a gift-giving mission, so make sure you ask them clearly, 'Who the Bible is for?' Never assume

the customer is just shopping on price. In many cases,the customer wants something very special and is looking for a leather edition, not a more inexpensive hardback.

"Lastly, and most importantly, the customer will approach your display confused. Most Bible shoppers are confused and leave the store without making a purchase. They don't understand translations-and in many cases they don't care. They just want a Bible. So don't get lost in the details, and don't take for granted that the customer understands the shopping section, if your store is merchandised by translation.

"The best questions to ask are, 'Who the Bible is for?', and 'How will it be used?' Then, later in the conversation, you can probe about translation. It can be an important feature, but in most cases, it is not. The felt need of the shopper is much more important to discover."

Wayne Hastings
Senior Vice President and Publisher of Nelson Bibles

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