Christian retailers were urged to step up to the leadership role they have in their communities by being more particular about the books they promote, as they gathered yesterday for the Munce Group CPE (Christian Product Expo) in Lancaster, Pa.

“Sometimes the books that fly off the shelves are not the things that are the greatest spiritual value,” said author and speaker Doug Sherman at the pre-show Bible Conference attended by around 70.

“There’s nothing wrong with dessert, but it’s not a full diet,” he added, suggesting stores consider adding a High Impact or Deeper Life section where shoppers could find resources that would help them grow in their faith. “We want to keep selling the things that sell, that’s part of your business,” he said, but they should also look for opportunities “to take people deeper.”

The author of More Than Ordinary (NavPress), Sherman told attendees that their stores had an important role to play in building up the local church. They should also consider devoting more space and attention to resources that could help in mentoring.

“If you are a Christian bookstore owner, you are a leader in the cause of Christ,” Sherman said. “God has called you to impact your community and you will do it through the sale of truth that will change people’s lives.”

Sherman led a discussion time in which he asked retailers what changes they would need to make to double the spiritual impact of their stores.

Mark Batterson, pastor of National Community Church in Washington, D.C., later spoke about his most recent book, about prayer, The Circle Maker (Zondervan). A book could be “a miracle waiting to happen” in someone’s life, he said. “A book sold is a prayer answered, nothing less,” he told attendees, thanking them for being “the middle men and women in those miracles.”

Being held for the first time in Lancaster after many years in Hershey, Pa., CPE runs through tomorrow (Tuesday) with educational sessions, new product announcements and a trade show featuring more than 70 exhibitors.