This doesn't mean measuring the number of people who you lead to Christ, but the percentage of shoppers who become buyers—an important gauge of how you are functioning in the store.

Let's look at some ways you can help your browsers turn into buyers.

LENGTHEN VISITS

Studies have shown that a shopper will be more likely to make a purchase the longer he or she spends in the store. So, start by making a shopper's time comfortable and enjoyable.

Create a physical environment that is easy to navigate. Shoppers don't like crowded aisles or cluttered displays. If possible, have seating available somewhere in the store.

A kid-friendly area can help distract children while their parents take more time to shop. Let customers experience merchandise before they buy it. If a product does something, it should do it in the store. If it has a taste, shoppers should be able to taste it.

Many Bibles come wrapped in plastic. If possible, have at least one example of each translation or edition you offer available for people to pick up.

MAKE CONTACT

Research also shows that the more contact shoppers have with the staff, the greater the average sale.

Start by acknowledging each person who enters the store. A simple hello or even just a smile and eye contact are an appropriate first contact.

Never ask, "Can I help you?" the instant someone walks into the store—the answer will invariably be "no," even if they entered the store with the express purpose of making a purchase.

After your greeting, continue to appear available to the shopper. Make eye contact, and read their movements and facial expressions to try and determine if they are ready to engage further with you.

Position yourself nearby, perhaps engaged in a task such as straightening or dusting, to communicate the impression that you are available. You want to remain available without seeming like you are following them around.

Next, try a verbal engagement as you pass by the area the shopper is browsing. It can be a casual, non-shopping-related comment such as a compliment about an aspect of the customer's appearance or the weather. Or, it can be a specific comment about the merchandise the customer is considering, such as, "That book comes highly recommended by our pastor."

You will be amazed how many shoppers will respond to your engagement by asking for help in making a purchase, and you never, ever, have to ask, "Can I help you?" You have communicated to them that you care about them and are available to help them buy.

KNOW YOUR STUFF

After customers ask for your help, the three most important things you need to remember are to ask questions, listen and know your inventory.

Ask questions to get the information you need to help your customers. If they are looking for a wedding gift, you might ask about the couple's age or interests.

This is where being familiar with your inventory is so important. It's easy to make suggestions for books or gifts if you know what you have available at your store.

Dedicate a "staff recommendation" section. If possible, include a small write-up to place by the book with a short paragraph on who suggested the book and why they like it.

DISPLAY WISELY

Display merchandise by placing one item next to another to create some spark, and you will sell more of both. The most common application of this is the cash register impulse buy, but add-ons can happen anywhere in the store.

You can figure out intelligent adjacencies by standing near one thing and asking yourself, What else comes to mind here? Try grouping related gifts in and around books. Break out of the traditional separate book section and gift section by blending throughout the store.

You don't have to pressure people to make add-on purchases, but giving them ideas can actually be helpful. Putting some sympathy cards near your books on grief, for example, along with some inspirational plaques might be a convenience customers will appreciate.

CUT WAITING TIME

There is such a thing as too much time in your store. Waiting time can be the single most important factor in customer satisfaction. When shoppers are made to wait too long, their impression of overall service drops dramatically.

You can't always avoid long lines, but you can do some simple things to make the waiting time seem less negative and feel shorter to the customer.

Make sure it's clear where and how to form the lines. Confusion around this makes people feel anxious.

Make quick eye contact with the people in line behind the customer at the counter. Letting people know you are aware they are waiting decreases frustration. If it's taking longer than normal to complete the transaction at hand, you can mention to the next person in line that you will be with them as soon as possible.

As customers come to the counter, thank them for their patience.

If shoppers have the sense that you are doing your best to make their wait shorter, it will actually feel shorter, and they will leave with a good impression of their experience.