How to: Best Use Literature

We hear a lot about the importance of educating customers in the aisle, but Dan explains why written information still matters so much in health food retail. Customers can only remember so much from a conversation, especially when they’re asking detailed questions about supplements, ingredients, or specific health concerns. When you pair your recommendation with a short handout, magazine, or two-page resource, it reinforces what you said, builds credibility, and positions you as a trusted expert.

Dan explains that teams don’t need to memorize every detail of every piece of literature. The key is knowing what topics are available and how to use them naturally during the conversation. For example, if someone asks about joint pain, glucosamine, chondroitin, or turmeric, you can hand them information on joint health while introducing another option like NEM, a natural eggshell membrane source. Even if they buy the product they originally came in for, that literature gives them something to remember and may bring them back with more questions later. The difference isn’t just having information on the shelf—it’s using it intentionally to help customers learn more, retain more, and make better buying decisions.