From bookseller to sales rep - Julian Gittings interview

You’re a sales rep with over twenty years of bookshop experience. How did working in a bookshop prepare you for your working in sales?

Working in a bookshop was invaluable experience, both as an independent bookseller and also working with a chain of shops.

It helped me to have a wide knowledge of the Christian Trade and also the breadth of product available.

I think it helped me to relate to other booksellers and buyers as I understood exactly what it is like to be in their situation, having faced the same pressures they do like falling footfall, increased costs and many other things that make this job challenging but also very worthwhile.

How is working in an independent shop different from working in a chain bookshop?

Being part of a chain gave you the greater sense of security, knowing that you were stronger together and it felt you had the backing and support of Area Managers, and others who had a great amount of experience and wisdom to share. The feeling of togetherness and accountability was particularly strong at managers meetings and the annual Christian Media Conference as part of the Wesley Owen chain.
Working as an independent however, gave one a sense of freedom and you were not tied in to things like central buying and promotions, you could pretty much do your own thing within certain limitations and of course budget constraints.

What have been some of your favourite bookshop events? What made them special?

I’ve done so many events that I can’t remember most of them! Of course the first Keswick Convention whilst working for IVP was special, to see the number of people buying Christian books and Bibles makes you realise that there is still a huge demand for Christian resources.

As a bookseller I remember doing an event with Adrian Plass and the singer Helen Shapiro where 500 people attended and great to see the crowds of people buying their books and CDs -- that was a success. There have been so many that have been challenging. I did an event at the Cheshire Show once and had to arrive by 7am each day, climb over fences with boxes of books to get to the tent where the bookstall was located and I think the total sales was about £50 over 3 days! I am sure everyone in bookselling has had days like that but this is what makes it so unique!

What are the skills that a bookseller needs in order to do well?

My watchword in life has always been to strive for excellence. The Christian Bookshop should be the best, not some second rate shop but first class, with highly trained and motivated staff and volunteers because our calling is such a high one we should have excellence in all we do.

We need to be open to working together, publishers and booksellers and wholesalers but particularly people must share with other retailers and learn from each other. It is so easy to become isolated and think were the only ones struggling. Be willing to share ideas.

Don’t get too stuck in the office -- spend time with your customers! Learn from the mainstream bookselling trade; visit your local Waterstones, try new things, and above all remember who we are serving, not just our customers but the Lord who called us into this ministry in the first place.