Ministers read a variety of books, magazines, and trade publications to stay up-to-date on current events and happenings across the church and in the world. Each summer I try to read at least one autobiography because it helps me stay grounded in a reality that this life is lived by normal people who do the best they can to make the most of any situation. If you have a suggestion for a good autobiography, please pass it my way.
One book that recently crossed my list was “How to Close Every Sale.” I have to confess that I did not read the book but got some cliff notes sent to me. The author’s bio intrigued me:
Joe Girardis one of those rare creatures: a highly motivated man who can communicate his inspiration and attitudes to others. For 12 straight years Joe sold more cars and trucks than any other salesperson. More as an individual than most dealers sell in total. No other salesperson has ever attained this title for more than one year, and not for both cars and trucks.
Can you imagine, selling more cars or trucks than any other person in the industry for not just one year, but twelve (12) straight!
Although the book is about selling and closing the sale, I believe it can speak well to all of us Christians. A good minister friend of mine used to say, “I’m in sales, not management,” when he referred to his role and purpose as a minister. God manages the day-to-day affairs and we are to focus on marketing and selling people the “product.” As a church we believe that all Christians are to be ministers who carry with them the grace, forgiveness, redemption, and hope of Jesus Christ to every person they meet. We should be ready to share them at a moment’s notice.
However, simply sharing our message is not the goal; we should seek to close the sale. Girard’s book points out three important reminders for all salespeople and Christians alike.
“You are your company’s number-one product. No sale happens without you—regardless of the inherent strength of your product. So look the part, act the part, and prepare for the part. Although people are repelled by cockiness, they are attracted to winsome confidence.” In other words, as a Christian, you are the first and best representation of the product. If we don’t act the part of a redeemed, God-loving Christian, how will others believe in the truth of Christ?
“You sell yourself first. As Debbi Fields said, ‘You don’t have to be superhuman to do what you believe in.’ So believe in yourself—it’s essential for sales success.” Many Christian think that being a Christian should give them great powers—and according to the Bible it does. We have power over death, power over sin, and power over evil because the Spirit of God wants to work through us. However, most of us never fully trust in that power or even use the power because we tend to get so focused on what we cannot do instead of what God can do.
Lastly, “Conviction gives you power. It’s crucial that you thoroughly believe in your product or service. The conviction of absolute certainty in your product will give you confidence as you present and make you convincing as you close. Besides, as someone committed to providing the very best for your customers, you must make sure that you are presenting exactly that.”
In the end, we are not selling cars, washing machines, bonds, or Amway. We are selling something that is much greater because what we sell never runs out, never breaks down, never gets rusts, never needs a tune-up, never needs an upgrade, and never involves a service contract. We are to sell the indisputable, unchangeable, and everlasting Word of God. As a church we don’t look at people as customers, instead we see them as potential brothers and sisters in the Lord, people for whom Christ has died and whom He has redeemed. If one person can sell over 13,000 cars which will someday find their way to the salvage yard, can we each sell at least five people a year on the truth of God’s power in our lives as well as the greatest product guarantee imagined—one that lasts all of eternity?
Remember, you may be the only Bible some people ever read; or you may be the only Jesus some people ever meet.
I look forward to seeing you at the selling place on Sunday,
Travis
