A message from Geni Hulsey, president of the Church Bookstore Network:

This week I read no less than three articles in retail trade journals about how we can strengthen our customer base and thus our overall business. In each piece, one term kept jumping out at me: customer service.

It does not cost us anything, and yet, I believe, it is the single most important element of our business. It is the one thing that can set us apart from the discounters and so-called "big box" stores. How frustrated have you gotten recently in a department or home supply store trying to find someone to assist you?

The first step in good customer service is training. If those helping your customers--whether it is the manager, a paid frontliner or a volunteer--don't know the product, they are are not going to be able to carry out the ministry that we say we are doing.

The publishing companies provide catalogs, fliers on individual books or Bibles, even free product so that we may know about their materials. Don't throw them away. If you don't have time to read them, have a volunteer or other staff member do so and educate everyone about the product.

If you have company reps come to your store, ask them to take an extra few minutes and talk to other members of your staff or volunteer team.

Many of you are managing a store and have no help-it's just you! I encourage you to give yourself one hour a week when the doors are closed to look through your copy of Christian Retailing, reading the book reviews, looking at the ads for new products and reading the product news that you have gotten from the publishers and distributors.

After "training," the most important part of customer service is paying attention to the customer. In a church setting, it is very easy to allow customers to drift in--and out--without saying much to them, especially if it is a staff member who might come in several times a day.

But whether you look at a customer as a potential ministry opportunity or a potential sale, each one is just that-potential. Each customer should be greeted and engaged in conversation. You may see that they need a few minutes to browse, but be aware, and if you see they need help, be there.

Training and paying attention are just the beginning of customer service. Next week, let's talk about personal services we can offer that set us apart from other retail stores. I'd love your feedback on the subjects we discuss--you can contact me at This email address is being protected from spambots. You need JavaScript enabled to view it..