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Course 3: Bible Selling


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In this course you will gain an understanding of final details in choosing a Bible. This will include different binding types and basic features that are left to help determine. We will also show …

In this course you will gain an understanding of final details in choosing a Bible. This will include different binding types and basic features that are left to help determine. We will also show you how you can use the information from the previous courses to approach your customers with confidence, and how asking just a few basic questions will help you to quickly identify what would be best for what they are looking for.

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  • 1. Practical Tips for Helping Customers Choose the Right Bible Course 3: Selling Bibles
  • 2. Our goal is to better equip as you interact with your customers In the following course, you will learn more about the following: 1. Overview/Customer Buying Habits 2. Interacting, Acknowledging and Engaging Customers 3. Bible Types and Customer Cues 4. Children’s Bibles 5. Teen Bibles 6. Choosing a Bible Binding 7. The Price Question 8. Suggesting a Complete Solution
  • 3. You are in a unique and special position as a front-liner sales representative! You have the opportunity to guide and support customers as they sort through all the options and help them select just the right Bible to meet their needs!
  • 5.  Today, there are multiple avenues to make purchases online and off.  Many customers still choose to purchase from retailers they can interact with, learn from, and trust.  Understanding the buying habits of your customers will allow you to better serve them, as well as your store. Customer Buying Habits
  • 6. Did you know?  7 out of 8 customers come in to your store planning to buy a Bible  Apx. 50% of customers who come in to buy a Bible leave the store because they are overwhelmed or confused This shows how important your role is, in helping customers choose the right Bible! Customer Statistics
  • 7. By arming yourself with as much Bible knowledge as possible, you can help the customers who look to you for guidance in selecting the perfect Bible for his or her needs! Knowledge is the Key to Helping Customers Find the Right Bible
  • 8. INTERACTING, ACKNOWLEDGING AND ENGAGING CUSTOMERS Every customer interaction gives you the opportunity to get the “right bible into the right hands.” In this section we’ll share best practices for customer interaction: • Acknowledgement of a Customer • How to Engage a Customer • Listening for verbal cues Using these simple methods you can place the customer at ease and help correctly guide them into the right Bible fit!
  • 9. How can you show every customer that they’re important and that you appreciate them coming into your store? • Thank them for choosing your store • Give the customer your full attention • Come out from behind the counter or your desk • Make eye contact Step #1: Acknowledge Every Customer
  • 10. There are 3 important questions to ask each customer as you engage them, and we suggest you follow the order as they are listed. • Who are you buying for? • How will the Bible be used? • Do you prefer a certain Bible translation? By asking these questions in this order, you will learn quickly how much the customer knows about what they are looking for and can begin to assess what Bibles might best fit their needs. Step #2: Engage the Customer
  • 11. The answer to this question is usually pretty straightforward. By asking it, you can quickly determine: • Whether you will offer a children’s Bible, a Bible for a teen, or adult • You will also learn whether the Bible is for personal use, a gift, and probably will find out how well the customer knows the person they are buying for. • If for someone that the customer knows well, then you can likely prepare to ask specific follow up questions that will help you easily narrow to specific options. • However, an acquaintance or someone not known very well, might help you identify how the next question should be phrased. Question 1: Who are you buying for?
  • 12.  The answer to this question will also tell you a lot!  You may get a very generic answer, and that could tell you that you may need to do some explaining of the Bible types to lead customers to the Bible they need.  Customers that are familiar with Bibles, types, and translations*, may answer very specifically, and therefore follow up questions could be very simple, or maybe not even necessary.  At very least the answer to this question should lead you to begin narrowing the options and to begin identifying which Bible type(s) that might serve your customer best. *Don’t get too far into this conversation without asking the 3rd question though. Not every translation offers each Bible type, and so you will need to determine based on the answer to this question how quickly you need to as the translation question. Question 2: How will the Bible be used?
  • 13.  Again, if the customer is very familiar with Bibles, then the answer to this question may have already been given before you even ask. Especially, if it is extremely important to the customer.  However, don’t be surprised if at this point, you get a bit of a confused look. Many times, customers don’t even realize that the Bible is available in multiple translations, and you might get an answer like “an English one.” Or “The Holy Bible”. In these cases, you may have some explaining to do. But be sure to look for verbal cues (Step #3). This is the question that many customers get hung up on, as the explanation, and the options may feel overwhelming.  Do your best to recognize if you’re offering too much detail or not enough. This is where you can shine in your job. If a customer is getting overwhelmed, then do your best to not offer to many choices, and offer your suggestions quickly on what it “sounds like” they might be looking for. Question 3: Do you prefer a Bible translation?
  • 14. Step #3: Listen for Verbal Cues  You have acknowledged the customer & made them feel welcome  You have engaged and asked the right questions to help you determine their Bible needs.  Now listen for customer cues to help you determine which Bible type is best to recommend For a more in-depth picture of the different Bible types, be sure to complete Course 2!
  • 15. Show these Bibles to customers who use words like reference, basic, small, just a Bible, take to church, reference, large- print, difficulty reading or not for study. Text & Reference Bibles
  • 16. Show customers a Study Bible when they use words like study, research, learn, or teach. Study Bibles
  • 17. Show customers these Bibles when they use words like devotions, quiet time, daily, meditate, or reflect. Devotional Bibles
  • 18. Show specialty Bibles to customers use words like: topical Bible, parallel Bible, large-print, or may mention special interests like gardening, or lifestyle choices like homeschooling. Customers looking for travel Bibles may use descriptive words such: Bible for the car, difficulty reading, sight- impaired or audio Bible. Those shopping for special occasion Bibles might describe needing a Bible for events such as: wedding, graduation, baptism, confirmation, first communion, etc… Specialty Bibles
  • 19. * Key Points to Remember  61% of Bibles are being purchased as gifts  The majority of customers who are shopping for a Bible are in your store with the intention of buying one.  Your goal is to acknowledge & engage the customer to gather details on their Bible needs, such as:  who it’s for?  what it’s for?  how it will be used?  There are 4 Types of Bibles you need to listen for cues on:  Study Bibles (Notes)  Devotional Bibles (Inspiration)  Text (Scripture Only)/Reference Bibles (Cross References)  Specialty/Special Occasion Bibles (Situational)  The more you know about your customer – the better equipped you will be to help them select the right Bible for themselves or someone else!
  • 21. Selling a Children’s Bible This section will outline 2 main types of children’s Bibles that your customers may be looking for: 1. Full Text Bibles 2. Storybook Bibles Bibles for children come in all shapes and sizes. Knowing more specifically what your customer is looking for and additional information about the child that will use the Bible will help you to provide good options. In order to find out what your customer is looking for ask this simple question, “Are you looking for a Bible with pictures and stories or a complete Bible that includes all of the books and text of the Bible?”
  • 22. • Most Storybook Bibles are designed for children ages 4 to 7 and use lots of full-color illustrations that teach basic stories and themes from the Bible. • There are also Storybook Bibles designed specifically for toddlers and are often in a board book format and have fewer words on each page to tell the stories. 1. Storybook Bibles
  • 23. • In order to determine the best Storybook Bible for your customer, it would be good to probe a bit more about the child receiving the Bible. Questions like: • How old is the child? • Is it a boy or a girl? • What do they enjoy? • Have they started to read yet on their own? • Do they like to sit and have longer stories read to them or do they prefer shorter stories with simple text? • Knowing the answers to these questions, will help you recommend some specific titles from the Storybook Bible section. • For example, if the child doesn’t like to sit very long, you might recommend one that is designed for toddlers with shorter text, fewer pages, and big pictures. • Or if it’s a young girl who loves all things pink, you might recommend one that is designed just for girls and might even use princesses as a theme for sharing Bible stories. • There are popular storybook Bibles in this category that you will want to show them, but it’s also nice to make recommendations that are unique to the child that it is for. Storybook Bible Help & Features
  • 24. • Children’s Bibles are most often designed and written for children ages 6 to 12*. They include the full text of the Bible and quite often other content that helps a child discover God’s Word on their own. * Please refer to the section of this training that covers Bibles By Age for more information on the various age groups of Children’s Bibles. • Children’s Bibles are ideal for school, church, and home use. 2. Children’s Bibles
  • 25. • In order to help guide the selection of the right Children’s Bible, it would be good to probe a bit more about the child receiving the Bible. Questions like: • Do you have a translation preference? • How old is the child? • Is it a boy or a girl? • How do they intend to use the Bible? • Once you’ve narrowed the selection down, you can make some recommendations based on their answers or ask more that help you narrow the choices down even more. Questions like: • Is this their first Bible? • What activities do they like? • Have they started to read on their own? Children’s Bible Help Questions
  • 26. • If this is a child’s first Bible and they are just learning to read: • Recommend a Large Print Bible that includes pictures on the tip-in pages that feel familiar to them (without a lot of extra in-text features that could be distracting or confusing). • If it’s a child looking to get into God’s Word and learn more than just the stories they’ve heard growing up: • Suggest a Study Bible that has in-text features throughout that teaches them more about the Bible. • Once you have a better feel for the child that will be using the Bible, you will be much more equipped to help recommend a Bible that’s just right for them! Children’s Bible Features & Help
  • 28. • Although Teen Bibles are designed and written for teens between the ages of 13 and 18 you might find some 12 year olds who are ready to jump into a teen Bible! Asking questions will help you determine if they have been reading the Bible for a few years and are looking for something with deeper study content. • Teen Bibles often include relevant writings about what today’s teens are interested in and issues they are facing to help them discover how to apply God’s Word to their everyday life. • Teen Bibles includes study bibles, devotional Bibles, text only Bibles, and scripture portions. Selling A Teen Bible
  • 29. Teen Bible Help Questions • Determining the right Bible for a teen can be easy if you begin by asking these 3 basic questions: • Do you have a translation preference? • Who is the Bible for? • How will they be using the Bible? • Teen Bibles are often: • Gender specific • Designed for specific purposes • Offer really cool binding designs • Teens like to feel they have options, so don’t be afraid to show them several choices, but don’t overwhelm them with too many.
  • 30. * Key Points to Remember about Children & Teen Bibles • There are 2 Types of Children’s Bibles: 1. Storybook Bibles (Illustrations) 2. Children’s Bibles (Full Text) • There are 4 Types of Teen Bibles: 1. Study Bibles (Notes) 2. Devotional Bibles (Inspiration) 3. Text (Scripture Only)/Reference Bibles (Cross References) 4. Scripture Portions • Most Teen Bibles are gender specific & contain relevant information to today’s issues.
  • 32. • How do you help customers choose bindings? We will cover: • Explanation of the binding materials offered by HarperCollins Christian Publishing • How to help customers choose the binding materials that best meet their needs and tastes. Choosing a Binding
  • 33. What Types of Bindings are Available? When it comes to Bible bindings “hardcover” and “softcover” are common and easy to understand. But what about the other types of bindings?
  • 34. Leather-Look™ A synthetic material that has been coated and embossed to look like leather. Perfect for the customer who desires the look of leather, but wants a lower price point or prefers a material other than leather. Bonded Leather Genuine leather pieces bonded with latex, dyed, cut, and embossed with a leather grain. This extremely durable material is supple and pleasant to hold, with many of the characteristics of 100% leather. Italian Duo-Tone™ and Leathersoft™ Soft, supple, simulated leather with many color options. Features a wide range of classic and fun colors for all occasions. Look for beautiful seasonal colors; great for gift giving or personal use. Cloth Cloth bindings allow for a flexible binding, available in a variety of designs and colors. Genuine or Top Grain Leather 100% leather from the top or outside part of an animal hide (usually pig or cow). This 100% leather is a superior binding material that gives a lifetime of wear and consistent quality. Bindings Available & Details to Help Customers Choose:
  • 36. • The hard part is over! • The customer is in your store and interested in purchasing a Bible. • You’ve figured out how to guide them to the Bible type that’s right for them. • How do you figure out what this customer will pay for a Bible? • Here are some tips that will help you out. What Will A Customer Pay
  • 37. • Ask open-ended questions, and listen for clues in their answers. Questions might include: • Who is this Bible for? • If the Bible is a gift, what is the occasion? • What’s the purpose of this Bible? • How often will this Bible be used? • How long do you expect to keep this Bible? • Do you currently own a Bible? If yes, what do you like/dislike about it? Determining A Customer’s Price Range:
  • 38. Bible Gifting* % Dollars % Units Self 81% 82% Gift 22% 21% Pricing for Gift vs. Personal Source: PubTrack Consumer Book Buying Panel, 2012 *Multiple purchases mean results equal more than 100% If someone is purchasing a Bible as a gift instead of for his or herself, they might spend slightly more on the purchase.
  • 39. Bible Binding Type % Dollars % Units Hardcover 37% 31% Softcover 29% 31% Leather / Bonded Leather / Leathersoft™ / Italian Duo-Tone™ 26% 17% eBook 4% 18% Award/Gift Cover 2% 2% Audio 2% 1% Pricing for Binding Type: Source: PubTrack Consumer Book Buying Panel, 2012 The Bible binding a customer wants to purchase will also have an impact on the price they’ll pay.
  • 40. * Key Points to Remember about Pricing • Many customers view a Bible purchase as a more long-term purchase than other books or products. • This can mean they’re willing to spend a little more to get exactly what they’ll be happy with. • By asking the right questions and listening for clues in their answers, you’ll be able to help them purchase a Bible they’ll be happy with for years to come!
  • 42. Suggesting a Complete Solution • Once you have helped the customer select the right Bible, there are additional products and services you can offer to put together a complete solution to meet your customer’s needs. • Some of those items are: • Imprinting / Personalization • Bible Study Resources • Bible Covers / Organizers
  • 43. • If your store offers imprinting and the Bible cover can be imprinted, be sure to see if your customer wants to take advantage of this service. • By personalizing a Bible, for oneself or as a gift, the Bible becomes even more special and treasured to the recipient. 1. Imprinting / Personalization
  • 44. • Bible Study Resources stimulate thoughtful exploration of a topic or cultural application of the Scriptures. • Bible Study Resources include: • Bible Dictionaries • Encyclopedias • Commentaries • Concordances • Some books on Christianity and Christian life, world religions, and church and ministry resources can also be included in the Bible Study Resources category. • Bible Study Resources have one main goal: to provide information that gives a greater understanding of the Bible. For the customers looking to gain a deeper knowledge of the Bible, grow their faith, and enrich their lives, a Study Resource would be a great addition to their Bible purchase. 2. Bible Study Resources
  • 45. • It’s a good idea to mention Bible covers and organizers to your customers before they checkout. • There are a number of stylish options to choose from that will protect their Bibles and keep all their Bible- related tools in one place. 3. Bible Covers & Organizers
  • 46. * Key Points to Remember • There are several additional resources in your store that will help a customer enjoy their Bible! • Some of those items are: 1. Imprinting & Personalization 2. Bible Study Resources 3. Bible Covers & Organizers • Customers who leave your store happy and with the right Bible for them are much more likely to share that information with others about your store and knowledgeable staff!
  • 47. Congratulations! • You have finished the training for selling the right Bible to your customer! • An appendix of Bible Features and explanations is in the “files” section in the upper right hand corner of your training screen. • Let’s quickly recap what we have learned….
  • 48. * Key Points to Remember • It is important to interact with, acknowledge, and engage each customer and ask questions to help discover their Bible needs • Being familiar with all types of Bibles available will help you provide the right Bible fit • Gift Bibles are the perfect way to mark life events • By explaining the benefits of different bindings, you can help your customers choose the best Bible for their purpose • Ask open-ended questions to better understand the price-range your customer should be in • Suggesting a complete solution includes personalization as well as a variety of add-on products that might be of interest to the customer