by Jayson Payne

Nothing is more frustrating than having crowds of expectant customers rush into your store for a book that your pastor just recommended in the Sunday morning sermon—when you had no idea he was going to mention it.

Here are some steps for dealing with the challenge:

CALM DOWN

First, remember to pray for patience. Perhaps the Holy Spirit suddenly led your pastor to quote a certain author, and there was no way he could have given you advance notice.

Also, realize that whenever your store has increased traffic, there are going to be opportunities for sales and ministry, so take full advantage of the seemingly problematic task at hand.

PHONE SOMEONE

One possible way to still connect a customer with the resource on the same day is to call a nearby church or independent bookstore to locate the desired item. For this purpose, keep handy a list of local bookstores' phone numbers so you can check on availability for your customers and refer them to another store.

OFFER BAIT

When a customer is inconvenienced, there is always an opportunity to regain his or her loyalty. One way is to invite customers back by offering a discount coupon for the desired book-which is guaranteed to be in stock next Sunday. By pairing the coupon with the assurance that the resource will be available, you can almost always expect a return visit.

TAKE ORDERS

Further ensure a positive experience for your customers by taking prepaid orders for the book or suggesting similar resources that are available in-store. Order the resources at closing and have them available at the following Sunday's services for pick-up.

SPECIAL SERVICE

One of the easiest solutions is to offer direct-to-home orders. These allow you to keep the sale while alleviating the legwork for your customers.

Most distributors offer programs that allow you to ship items directly to the customer's home. The bookstore may have to absorb the shipping costs, but this is a quick, efficient way to satisfy your customers' needs by sending products to their doorstep within a few days.

Whether you're prepared or not, forecasting what the congregation will need after the sermon is a difficult task. And remember, no matter what, there is always a way to gain customer loyalty by the way you handle the situation.

-Jayson Payne has managed the Rockpile Bookstore at The Rock Church in San Diego, since 2003.

-Read the complete article at http://www.thechurchbookstore.com/a.php?ArticleID=16603.

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