Marketing & Sales

sentation-ready.”

This preparation time was spent in our local library, with various books and knowledge at my fingertips. It took me back to a time when I was researching Christian retail with the hopes of opening my own store someday. I’d done very similar things while holing myself up in our local library and working on my business plan.

I thought the two presentations went relatively well, mostly because nothing was thrown at me and everyone seemed to be awake most of the time. I was very nervous, but the two groups were patient and accepting of me and of my presentations.

After the second workshop, a woman came up to ask a question and talk with me a little more. She and her husband were in the process of starting a Christian-retail store. She had attended the Prospective Christian Retailer course and was taking many of the workshops to gain more knowledge about what was ahead and how to plan for it. This was something I actually had some experience about, as some seven years earlier, I was also at a CBA convention—in Orlando—going from workshop to workshop learning how to do this thing called “Christian retail.” I, too, had many questions and was seeking answers and advice from many in the industry.

‘MAYBE YOU SHOULD LISTEN...’

This dear sister in Christ was asking some real specific questions and searching for some real specific answers. I could sense she was feeling overwhelmed with everything going on in her life at that moment.

I asked her, “What is the Lord saying to you? Maybe you should listen for what He’s saying.”

I was startled at my own words, but that was just what came to me at the time. Please understand this wasn’t some callous or flippant comment, but truly my heart was aching for her.

The comment I made struck me as much as it struck her and it stayed with me throughout the convention. I was convicted that I was starting to believe I was some kind of expert. I was falling into the trap of self-reliance. I was starting to believe that I really knew this stuff about marketing, and that somehow it was all up to me. Quickly, though, I was reminded that God, not I, had brought me to this place, and that I truly have been given much.

I remembered back to when I was writing my business plan and how I’d felt so confident. Nothing could stop me, and I was very

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opinionated about how this store needed to look. I knew just how the café should be set up and how the store should be run. I was so sure, and it all seemed absolutely ingrained in my mind.

Ultimately, it’s all about Jesus Christ and His message. Our method is retail but our mission remains the same, to reach others with the Gospel.

Then along came some difficulties. I started working harder and kept pushing back. Finally, something happened that caused me to become angry and frustrated because my expectations weren’t being met. I had to stop everything and ask myself, “Where’s this anger coming from?”

It was time to stop and reflect. I had to repent. This Christian-retail store had slowly become my store instead of His store.

I remember stepping back and saying, “OK, Lord, You lead and I will follow.” Funny thing is, everything seemed to go more smoothly after that. There were still many difficulties and hurdles to jump but I was listening and following and we got through them all.

IT’S ABOUT JESUS.

It’s not really marketing plans or comprehensive advertising campaigns that will create our winning image. Those things have their place, and it’s important for us to strive for professionalism and excellence in all we do. But ultimately, it’s all about Jesus Christ and His message.

It’s about being witnesses to His love that’s given to us freely. It’s about being justifiably on death row when out of love, Jesus steps in and takes our punishment. It’s about our goal of furthering His kingdom on earth. It’s about making a difference in our communities by leveraging everything we are and have been given to reach lost people. Our method is retail but our mission remains the same, to reach others with the Gospel.

Matthew 28 says: “Meanwhile, the elev-

en disciples were on their way to Galilee, headed for the mountain Jesus had set for their reunion. The moment they saw him they worshiped him. Some, though, held back, not sure about worship, about risking themselves totally. [Emphasis mine.] Jesus, undeterred, went right ahead and gave his charge: ‘God authorized and commanded me to commission you: Go out and train everyone you meet, far and near, in this way of life, marking them by baptism in the threefold name: Father, Son, and Holy Spirit. Then instruct them in the practice of all I have commanded you. I’ll be with you as you do this, day after day after day, right up to the end of the age.’” (Matthew 28: 16-20, The Message)

So our goal is pretty clear! But did you see that part where some disciples held back? Some were afraid or fearful of risking themselves totally. Maybe they were unsure or afraid of embarrassment. Maybe some still didn’t quite know what to think. Remember this was the guy who was crucified and was now appearing to all of them alive! And yet, they weren’t sure about risking themselves totally.

Aren’t we in the same place in our Christian-retail industry? We have a slim margin for error. The battle is fierce. Our competitors are seemingly insurmountable giants. Sounds vaguely similar to an introduction to an Old Testament story, doesn’t it? Are we going to risk ourselves totally? Will we trust that God’s plan for us is totally under His control? Will we rejoice or worship Him when things go well, and even when they don’t? Will we operate as if we have nothing to lose and eternity to gain?

What is most important—critical, actually—is that our relationship with Jesus remains intact. Are we in His Word and are we communicating, talking, and walking this trail together? Is this still His store, and are we still listening for His direction? Marketing is certainly important but listening for His voice is crucial for success this side of heaven. AR

Curtis Riskey is the steward of BASIC Books

& Café in Oshkosh, WI. He hasserved in Christian retailing for six years andprior to that spent10 years in the appliance industry consulting with independent retailers.

Questions for Curtis Riskey? Please e-mail publications@cbaonline.org.

October 2006 | AspiringRetail | 17