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Monday, May 10, 2021
Blog / CBAN: Honing marketing skills of Kaduna Christian book sellers

CBAN: Honing marketing skills of Kaduna Christian book sellers

It was a fulfilling moment for members of the Christian Booksellers Association of Nigeria (CBAN) last week when they held a training workshop and seminar for Christian booksellers from all over the country.

The event, a three-day affair, held in Kaduna and Lagos respectively, was in collaboration with the Christian Trade Association International (CTAI), Colorado, United States of America (USA), saw a gathering of Christian booksellers from such places as Kaduna, Kano, Abuja, Zaria, Benin, Ibadan, Port Harcourt, Enugu, in conducive training environment to learn from Jack Scott, the lead facilitator, from USA, who they see as a master in the field, having managed several Christian bookshops and has been in the business of teaching practitioners in the area.

Scott has a background of more than 30 years in publishing and bookselling, running a successful chain of 14 stores in U.S. and Canada and has been involved in training publishers, booksellers and distributors for over 20 years.

According to CBAN Executive Vice President and CTAI Board Member, Segun Asaba, the programme, which was under the association’s Professional Retail Institute for Book Sellers, was aimed at updating the Nigerian Christian booksellers on strategies to market Christian literatures and other materials.

He informed that the workshop was for Church leaders, senior church workers, decision makers, managers, frontline staff, accountants and everyone involved in the book selling chain.

Asaba said through the training, the skills of the booksellers and their workers were developed and improved upon for greater successes and satisfaction of their customers.

He added that through the training, the participants learnt to build clear marketing plan for themselves, their staff and customers.

Asaba said the training was for every retailer to enable him understand the bookstore business and thrive in it as well as an excellent forum for sharing ideas, experiences, principles and opinions.

Speaking at the opening of the workshop in Lagos, former CBAN President, Mrs. Esther Aworinde, called on the participants to make good use of the training, adding that the programme was a value added initiative of the association.

She noted that the Lead Facilitator, Jack Scott, is a teacher and marketer who had a lot to offer from his long experiences in the field spanning over 30 years.

Speaking on the training, Scott described Nigeria as unique, saying that marketing of Christian literature needed a lot of vigour as the people have developed reading culture, for competition and growth.

He said for the Christian bookseller to be successful, he must know how to source the products and make them available for the readers and must be adaptable to changes and must be sensitive to what happens around him.

Scott, however, called for concerted efforts by governments, church leaders and teachers to wage war against piracy, which he said makes inferior goods to be supplied to the readers on cheaper prices to the detriment of the original owners of the works.

Culled from

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