Contact: Diane Morrow,


COLORADO SPRINGS, CO (June 29, 2012) – CBA’s Retail Academy at the International Christian Retail Show sponsored by Ingram Content Group/Spring Arbor will focus on increasing sales by creating hyper-loyal customers. Bob Negen of WhizBang! Training leads the retailing seminar 8 a.m. to 2 p.m. Sunday, July 15, in room 307ABC of the Orange County Convention Center, Orlando, Fla.

“Your passion is not enough to make you profitable,” Negen said. “Your sense of ministry is not the same as business sense.”

The reason 96% of small businesses fail is because owners lack the business skills and knowledge to sustain the business. The Retail Academy gives retailers – whether just starting up or veteran operators – solid business tools and insights to make their passion sustainable.

“The only way to grow your business is to get new customers, give them a compelling experience, and then continue to build the kind of relationship that gets them to come back again and again and again,” Negen said.

The Retail Academy returns by popular demand because retailers report they learn new ideas, new ways of doing business, and new attitudes with techniques that help them immediately implement what is presented.

“As the Christian publishing industry adapts and new business models develop, Ingram’s long-standing support of the CBA and its members is important,” said Shawn Everson, chief commercial officer, Ingram Content Group Inc. “Being a sponsor of this educational program is an area where we can add value to the Christian retailer, and give retailers tools to succeed in a dynamic and challenging environment.”

He said, “Training is a key area for our retailers and this program will be very beneficial to those who attend.”

The seminar covers marketing using effective techniques in social media, loyalty strategies, and sales engagement. Training focuses on customer service, getting new customers, pricing strategies, hiring, and more to cover critical retailing areas that make a difference. Retailers have commented the training is engaging, fun, and practical.

New information has been added to last year’s seminar to provide updated information in important areas. The training is so strong that Negen says he will pay $300 to any retailer who is not satisfied with what is learned.

The Retail Academy is $50 to CBA members and $200 to non-members. Register at