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The Sales Process as a Framework for Witnessing

Article  in  Journal of Biblical Integration in Business · January 2017

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 ARTICLE
The Sales Process as a
Framework for Witnessing
C indy B. R ippé
Flagler College

D. K eith C ampbell
Global Partnerships, Global Scholars

ABSTRACT: Given the challenges for believers to share their faith, this manuscript suggests an innovative approach
for witnessing to others through the application of the marketing literature’s seven-step sales process. By viewing the
witnessing interaction as similar to a sales situation, this article explores ways to help others realize their need for God
in the same way that a salesperson helps a prospect realize a need for a product or service. This approach is shared by
integrating the sales process expressed through specific selling tactics described in existing marketing literature and by
presenting examples found in the New Testament. Practical examples of using sales techniques when witnessing are
provided for easy implementation.

KEYWORDS: marketing, New Testament, sales, witnessing

“There is no man who is not in some degree a merchant; who has not something to buy or something to sell”
(Johnson, 1757, p. 264).

INTRODUCTION of Karns (2002): “Seeing evidence in Scripture that many

of the core principles of marketing are actually employed,
The Bible commands believers to be Jesus’ “wit- not utterly decried, allows students to see that market-
nesses…to the ends of the earth” (Acts 1:8, ESV), yet in ing can be other than just sleazy advertising” (p. 112).
a recent survey, 61% of almost 3,000 American, prot- Building on Karns, we unpack marketing concepts related
estant church attenders had not shared how to become to personal selling that are scripturally attested and sup-
a Christian with anyone in the past six months (Wilke, ported. As such, this work proposes that Christians can
2012). Believers often don’t share their faith because of utilize the sales process as a helpful framework for witness-
fear, feeling unqualified, spiritual laziness, political cor- ing. We define witnessing as a Christian who shares his
rectness, secular influence, and/or lack of training (Daniel, or her faith with unbelievers in hopes that God will draw
2015). The purpose of this manuscript is to assuage some them to Christ. This work contributes to scholars’ request
of these concerns by proposing how the personal-selling for more application of marketing concepts in the field of
academic literature can provide a framework for witness- biblical integration (see Burns & Fawcett, 2012) by being
ing to others through the sales process. the first to apply the sales process to witnessing.
This idea may meet some resistance because some
Christians view marketing and its techniques as contrary
to God’s word (Austin & Smith, 2005). Others may have SALES PROCESS FRAMEWORK
preconceived notions about sales due to perceptions about
a lack of ethics in selling (Castleberry, 2014), minimal Sales is defined as “the phenomenon of human-driven
sales knowledge, and misconceptions about the sales field interaction between and within individuals/organizations
and salespeople (Cummins, Peltier, Pomirleanu, Cross, & in order to bring about economic exchange within a
Simon, 2015). While not every marketing concept aligns value-creation context” (Dixon & Tanner, 2012, p. 10).
with Scripture, in this manuscript, we take the position The salesperson shares information in person, over the

JBIB • Volume 20, #1 • Fall 2017 57

phone, or electronically to provide solutions that meet tional approach (e.g., waiting in line at the driver’s license
buyers’ needs in order to show the value or the overall office), whereas a relational approach is more appropriate
benefit of what is being sold. There is not an exact corre- for those with whom one interacts on a regular basis, such
spondence between this definition of sales and witnessing as witnessing to someone at work.
as portrayed in the Bible (e.g., New Testament witness- Even if someone lives or works in close proxim-
ing is not exclusively “human-driven” [John 6:44] and is ity to the prospect, he or she may not want a relational
never about “economic exchange,” though it involves the approach; therefore, whether to take a transactional or a
exchange of information). However, enough meaningful relational approach will depend upon the preferences and
overlap exists for heuristic comparisons and inferences. personality of the prospect. For example, one may not
Sales encompasses many activities which typically are want a relationship with the sales clerk selling a sweater,
executed through different stages known as the sales pro- or one may not want a relationship with the coworker
cess. The sales process is well-established and used to train who tells about Christ. This highlights the importance of
people how to sell. As a training tool, the sales process tra- prayer, the need to judge the prospect’s unique personal-
ditionally is defined by a seven-step framework (described ity in order to effectively align the seller’s approach with
below). We use Dubinksy’s (1981) seminal study to frame the buyer’s process and the obligation to consider the
this paper because of its application of specific techniques prospect’s specific situation (Autry et al., 2013).
associated with the sales process steps. In the next section, we explore the steps of the sales
process as a framework — that is, as a believer’s guide
for Christian witnessing — and we discuss how transac-
SALES APPROACHES tional and relational sales approaches fit into this overall
framework.
Salespeople generally use two types of sales approach-
es in implementing the sales process: transactional and
relational. A transactional sales approach focuses on the THE SALES PROCESS,
selling outcome, including creating interest, handling THE NEW TESTAMENT AND WITNESSING
objections, and persuading the consumer to make a
purchase. Transactional encounters are non-personal, iso- We now summarize the seven steps of the sales pro-
lated, and episodic in nature (Crosby, Evans, & Cowles, cess framework and synthesize them with the two-part
1990). Transactional sellers emphasize creating new busi- selling process (transactional and relational) in order to
ness rather than satisfying and retaining current customers demonstrate that (1) most aspects of these processes are
(Autry, Williams, & Moncrief, 2013). Conversely, a rela- reflected in the New Testament (space does not permit an
tionship selling approach is geared more to maintaining examination of the Old Testament) and in order to (2)
customer satisfaction in the long term and in generating provide a model for witnessing that is integrally grounded
repeat business. Relational approaches are best employed both in sales and in Scripture. First, however, we address
in close, continuing, and interdependent connections our biblical methodology.
with others (Crosby et al., 1990). As such, relationship- To avoid anachronism, we should state clearly at
selling activities focus on building trust and are tailored the outset that the New Testament writers did not think
to buyer/seller co-creation of solutions for the prospect’s about their witnessing in terms of a specific seven-step
needs, with the focus on frequent contact and regular sales process. However, as we argue below, they — either
communication (Autry et al., 2013). consciously or subconsciously — used some witnessing
From a biblical perspective, the ultimate closing techniques that parallel what modern sales scholars call a
goal is to make disciples (Matthew 28:19), which is best seven-step sales process. To make this argument, we exam-
fostered through a relationship selling approach. But not ine the New Testament at various levels, from the broader
every prospect wants a relationship. In fact, some encoun- contours of how specific writers portray their characters
ters, because they are briefer and short term, require a and compose their plotlines (i.e., narrative criticism) and
transactional approach. Determining which approach how they seek to elicit certain effects from their readers/
to use will depend upon the nature of the relationship listeners (i.e., rhetorical criticism) to how they specifically
and the unique circumstances of the encounter (Autry et portray the actions and words of certain historical figures
al., 2013). Some situations lend themselves to a transac- such as Jesus or Paul. (For more information on narrative

58 JBIB • Volume 20, #1 • Fall 2017

 ARTICLE
and rhetorical criticism, see Rhoads, Dewey, & Michie, Believers today must prospect both transactionally
1981; Stamps, 1995.) and relationally. For example, during brief conversations
From this summary of the sales process and from our with a stranger while sitting at a baseball game (transac-
New Testament examination, in the sections below we tional), the Christian must, through prayer, prospect the
break down the sales process step by step and provide a unbeliever by detecting conversational clues, such as spiri-
few practical applications for witnessing. (For more robust tual or theological curiosity, that might indicate interest
conversations on witnessing, see McRaney, 2003.) in the things of Christ. Similarly, believers must prayer-
fully and strategically decide when and how to share with
Step One: Prospecting those they live with daily (relational), such as with family
The first step of the sales process is prospecting. In members and/or with professional colleagues.
prospecting, “the salesperson searches for and identifies
potential buyers who have the need, willingness, ability, Step Two: Pre-approach
and authority to buy the salesperson’s offering” (Dubinsky While prospecting identifies potential customers, in
& Rudelius 1980). The concept of prospecting is found the pre-approach, the salesperson strategizes how best way
in the New Testament. On one level, the New Testament to reach the prospect. During the pre-approach, “the sales
teaches that God has already prospected the world’s unbe- representative collects specific prospect information (such
lievers, and it includes everyone on earth! “Go,” Jesus as the prospect’s needs and interests) to help ‘qualify’
commands, “and make disciples of all nations” (Matthew the prospect better, tailor the sales presentation, avoid
18:19). Similarly, Luke says that believers should be Jesus’ making serious mistakes, and develop an effective way to
witnesses “to the end of the Earth” (Acts 1:8, ESV). In approach the prospect” (Dubinsky & Rudelius, 1980, p.
other words, everyone needs to hear the Gospel message. 66 [italics original]). Dubinsky (1981) suggests interview
So, why prospect? approaches (phone conversations, written communica-
To answer to this question, we must recognize that tion, or introduction through mutual connections) and
these blanket commands are only part of the story; there is information approaches (personal visits, observation, ask-
another scriptural level in play. Commands like Matthew ing questions and listening for answers, researching, and
18:19 and Acts 1:8 are directed toward the church as a asking others).
whole because it was certainly impossible for Jesus’ origi- The pre-approach for the Christian witness involves
nal listeners (and even for Matthew’s and Luke’s specific intentionally and strategically deciding how best to
readers) to literally carry out these commands individu- approach others about God. Paul does this when he says,
ally. They simply could not, in other words, literally wit- “I have become all things to all people, that by all means I
ness to every person on Earth. The Native Americans, for might save some” (1 Corinthians 9:22, NIV). To live this
example, were completely unknown to them. Though out practically, Paul, to borrow Dubinsky’s and Rudelius’
they had a holistic command to witness globally, each of phraseology, would have to research his prospects’ needs
those listening to Jesus’ commands in Matthew 18:19 and and interests, tailor his presentation of the Gospel accord-
Acts 1:8 had to prayerfully decide (Colossians 4:3; Acts ingly, and develop an effective way to approach them.
16:6) where to travel and to whom to witness. They had At a broader, rhetorical level, every biblical writer per-
to prospect. formed a pre-approach when composing his or her respec-
Similarly, Jesus, the world’s only perfect missionary, tive documents. Take the Gospel writers as examples.
chose certain segments of the population on which to Each one desires to present Jesus as the Messiah whom
focus. As in much of his ministry, he went “only to the their readers should turn to in faith and follow obediently.
lost sheep of Israel” (Matthew 15:24, NIV). Paul also But each one does this differently relative to their respec-
discerned specifically whom he would reach by travelling tive audiences. Before writing a single word, it is clear that
North and West from Jerusalem toward Rome instead of they, either consciously or subconsciously, asked, “What
South and East toward Africa and India. At the broader, are my readers’ needs and interests relative to Jesus?” Each
rhetorical level, every biblical author writes with a certain Gospel writer answered this question somewhat different-
audience(s) in mind; that is, they choose to focus on a par- ly (Carson & Moo, 2009). Matthew tailored his work to
ticular subset of “all nations.” In short, the Bible teaches a Jewish audience who was deeply rooted in the Hebrew
that Christians must decide where, when, and to whom to Bible, while Mark targeted a Gentile audience gener-
share the Gospel message. This is prospecting. ally unfamiliar with Jewish traditions and thus sought

JBIB • Volume 20, #1 • Fall 2017 59

to familiarize them about these customs. Luke catered in verse 14 about Jesus’ incarnation introduces
his Gospel to an unknown Gentile, Theophilus, and to many themes found throughout the entire Fourth
a broader Gentile audience already familiar with Jesus Gospel by creatively arousing the readers interest;
(Luke 1:4), an audience specifically interested in “eyewit- this invites them to ask, How, in fact, did this
ness” testimonies and “orderly accounts” (Luke 1:2, ESV). “Word” dwell among us, and what difference did it
John’s Jewish and Gentile audience needed reassurance make? Similarly, Paul piques the interest of those in
that in Christ they had eternal life (John 20:30–31). Athens who had an altar to “an unknown God,” by
Transactionally, the primary ways to accomplish stating confidently that this unknown God is pre-
a pre-approach is by observing and listening to others cisely who Paul is about to proclaim (Acts 17:23).
intentionally, considerately, and well, for the purposes of 3. A consumer-directed approach. Jesus engaged
gauging potential interest in spiritual things. Relationally, the woman at the well with a customer-directed
the believer must ask questions: “What are the prospect’s approach by asking her a question: “Will you give
interests?” “How can I connect with him or her spiritu- me a drink?” (John 4:7, NIV). MacDonald (1990)
ally?” “When should I try to engage spiritually?” “Have I rightly comments, “By asking a favor, the Lord had
spent enough time living out my faith in his or her pres- stirred her interest and curiosity” (p. 1483). On
ence, thus earning the right to be heard?” another occasion, Jesus asks a crowd of onlookers,
“What good is it for someone to gain the whole
Step Three: Approach world and yet lose or forfeit their very self? (Luke
The third step in the sales process is the approach. In 9:25, NIV)
the approach, the salesperson tries to create a favorable 4. A product-related approach. With little time to
impression in order to build rapport with the prospect in spare because he was on trial for crimes against
order “to gain and hold the customer’s attention and to Rome, and while in the presence of a powerful
gain and hold the customer’s interest in the salesperson’s political figure, Paul answered King Agrippa’s terse
offering” (Dubinsky 1981). Dubinsky (1981) suggests sev- question (“Do you think that in such a short time
eral ways to approach prospects: (1) non-product-related you can persuade me to be a Christian?”) simply
approaches (referral, introductory, shock, showmanship, by offering Christianity to the king: “Short time or
and fear), (2) piquing interest approaches (consumer-bene- long,” Paul says, “I pray to God that not only you
fit approach, curiosity), (3) consumer-directed approaches but all who are listening to me today may become
(question, survey, compliment), and (4) product-related what I am…” (Acts 26:27–28, NIV).
approaches (give the prospect the product). In a way similar to Jesus asking a question to the
Biblical writers and the earliest Christians use an array woman at the well, Christians today, both relationally and
of similar approaches: transactionally, can ask certain types of customer-directed
1. A non-product-related approach. While baptizing questions to engage others about God. For example,
people who confessed their sins, John the Baptist, when observing a prospect (using pre-approach) who
using both shock and fear in ways that many mod- seems overwhelmed or stressed, Christians can simply ask
ern Westerners find unflattering, scathingly said a question (using the approach), “Are you having one of
to the Pharisees and Sadducees, “You brood of those days?” Empathetic questions like this sometimes
vipers! Who warned you to flee from the coming lead naturally and easily into deep conversations about
wrath?” (Matthew 3:7, NIV). In a similarly way, Jesus. Christians who especially have the gifts of wisdom
Jesus joltingly spoke of eternal judgment as a moral and/or knowledge (1 Corinthians 12:8) can also pique a
and salvific motivator more than any other biblical prospect’s curiosity by asking Spirit-led questions about
character (cf. Matthew 5:22, 29; 23:33). confidential things that the witness could not know
2. Piquing interest. Every biblical writer uses vari- without the Holy Spirit’s miraculous intervention; such
ous rhetorical devices to pique the interest of their questions can arouse the prospect’s curiosity because he
readers or listeners (Stamps, 1995). For example, or she will likely wonder how the Christian knows about
the Gospel of John’s famous opening line “In the these things. In other words, open- and closed-ended
beginning was the Word, and the Word was with questions (some of which may derive from supernatural
God, and the Word was God” (John 1:1, NIV) that intervention from God) can be used in a conversational
crescendos with the attention-grabbing statement way to gather information to establish the prospect’s need

60 JBIB • Volume 20, #1 • Fall 2017

 ARTICLE
for the Lord. To illustrate, we pick up with the scenario memorably when he said that he became “all things to all
above wherein the witness inquires about a prospect hav- people” in 1 Corinthians 9:19–23 (NIV).
ing a bad day: At the rhetorical level, we catch in the Apostle John a
Prospect: Yes, it is definitely one of those days! glimpse of the same writer using different types of presen-
Witness: How much more peace would you have tations. John wrote the New Testament’s Fourth Gospel,
if there was someone you could turn to who would 1–3 John, and Revelation (on Johannine authorship of
just carry that stress for you? these documents, see Carson & Moo, 2009, pp. 229-246,
670-675, 700-707). Each of these three writings repre-
Prospect: If that were only possible!
sents different genres or presentations: Gospel (similar to
Witness: I know a secret that I use to reduce my an ancient Greco-Roman Biography (Talbert, 1977), let-
stress, and it brings me more peace. Would you like ters (similar to modern letters), and apocalyptic literature
to hear more? (intensified prophecy [Beale, 1999, pp. 37-43]).
The questions in this example can unfold through Jesus and others used visual display techniques. Jesus
the Holy Spirit’s guidance in many other ways. Some healed people (Matthew 12:13), pointed to children
examples might include: (1) Salvation: “Do your health (Luke 18:16–17), withered fig trees (Matthew 21:18–22),
issues concern you because you do not know what will and distributed bread and wine (Mark 14:22–25) in
happen to you after this life?” (2) Worry: “How much order to visually demonstrate different aspects of God’s
more relaxed would you be if you knew someone was in Kingdom. The most important visual display in the New
control of all of your concerns?” (3) Direction: “Do you Testament is Jesus himself, who functions as the visual
ever struggle with making a decision in your life because representative of God on earth: “Anyone who has seen
you do not know which way to turn?” and (4) Loneliness: me,” Jesus says, “has seen the Father” (John 14:9, NIV).
“Would it help if you had a close friend that was always Non-visual clarifications also appear throughout
with you to provide comfort and support?” Beyond Scripture. Jesus’ ministry was replete with dramatic flare,
approaching prospects who have yet to commit to Christ including raising Lazarus from the dead (John 11:43–44),
(evangelism), these examples of customer-directed ques- stilling storms (Luke 8:24), and withering a fig tree
tions are also especially useful for engaging those who (Matthew 21:18–22). Jesus also asked myriads of qualify-
already know him (discipleship). ing questions (cf. Matthew 12:1–3). He also used com-
parisons in his presentations (Luke 7:44–47). The most
Step Four: Presentation pervasive, non-visual clarification in the Bible is the lan-
In the presentation, the “salesperson presents the guage in which the New Testament authors wrote. They
product-offering, demonstrates its strengths, and explains wrote almost exclusively in Koine Greek (the language of
what it will do for the customer. In addition, the salesper- the commoner) instead of in more complicated Classical
son attempts to arouse the prospect’s desire and conviction Greek (the language of the educated elite). Thus, the New
for the product” (Dubinsky 1981, p. 27). According to Testament itself is a paradigmatic example of “talk in the
Dubinsky (1981), there are three main categories of tech- prospect’s language using non-technical jargon.”
niques used for making sales presentations: (1) types of pre- Most important for the presentation of today’s
sentations (tailored for each prospect, partially standardized Christian witness, both transactionally and relationally,
by changing slightly; or standardized in using the same pre- is for the believer to understand the Gospel message well.
sentation for each prospect), (2) visual display techniques One cannot present cogently what is only partially under-
(to help prospects visualize the offering), and (3) non-visual stood. Once the message is understood by the witness,
clarification (qualify by asking further questions, speaking then, like the biblical writers, believers should share it with
in the prospect’s language using non-technical jargon, using verbiage that makes sense to the prospect. If the prospect
comparisons, and/or using showmanship or dramatic flair). has spent little or no time in church, then avoid unneces-
Each of these techniques appears in Scripture. Jesus sary theological jargon. If the prospect is from another reli-
especially used different types of presentations with vari- gious tradition, then clarify the uniqueness of Christianity.
ous people. Sometimes he answered people directly (Mark
11:29), sometimes he used parables (Matthew 13), and Step Five: Overcoming Objections
sometimes he did not reply at all (Matthew 27:14). Paul In sales, the goal of overcoming objections is to move
also adapted his approach to various audiences, most potential customers from their unwillingness to buy a

JBIB • Volume 20, #1 • Fall 2017 61

product to a desire to buy it. According to Dubinsky “Let him who is without sin among you be the first to
(1981), there are four broad techniques for handling throw a stone at her!” (NIV).
objections: create strife, offset the objection, clarify Offsetting the Objection. Dubinsky offers a second
the objection, and use other miscellaneous techniques. technique to handle objections: offsetting the objection.
Dubinsky offers a number of examples corresponding to In this technique, the salesperson agrees with the objec-
each of these four techniques. tion but points out product features that should com-
Creating Strife. One technique that Dubinsky clas- pensate for the objection. A specific type of “offsetting
sifies as a “creating strife technique” is direct denial. In the objection” is what Dubinsky calls “the compare and
this technique, the salesperson denies the incorrect fact contrast method,” whereby the objection is minimized
and corrects it. This technique implicitly pervades most by comparing it to something that is acceptable. This is
of the New Testament. Every New Testament author precisely what Jesus does in John 5:30–46. Some of the
(especially Paul), whether or not it is overtly stated, seeks Apostle John’s readers believed and revered both John the
to deny incorrect facts, teachings, or assumptions about Baptist and Moses. Jesus points out that if they believed
Jesus (or something related to him or his church) and to John the Baptist and Moses, then they should also believe
correct it. This is the case even in the Gospels wherein a in Jesus because both of them point explicitly to Jesus.
cursory glance might give the impression that their writ- Thus, Jesus offsets objections by drawing comparisons
ers are simply telling Jesus’ story. Rhetorical criticism, with examples important to his listeners.
however, teaches us that these writers are doing more Clarifying the Objection. A third general technique
than simply telling a story about Jesus. They also seek that Dubinsky (1981) notes is what he calls “clarifying
to “set the record straight” about Jesus, that is to dispute objection techniques.” One specific example of this is the
what others have propagated about him. For example, demonstration technique, wherein the seller demonstrates
when John relates to his readers that “the Word became the product in order to show the prospect that his or
flesh and dwelt among us,” he is disputing the emerging her objection is actually not applicable. The entire New
Gnostic heresy, which argued that Jesus never was fully Testament agenda is, in many ways, a demonstration to
human. John implicitly disputes and corrects a misun- prospects that their particular worldview (whether it be
derstanding about Jesus (see Köstenberger, 2004, p. 41). Judaism, Roman domination, or early Gnosticism) is
In John 8:1–11, Jesus handles objections in a way wrong. This is powerfully demonstrated by, among other
similar to what Dubinsky calls “the pass-up method” things, Jesus and the early Christian performing miracles
(another creating-strife technique), a method wherein (Luke 5:24), by the spilt blood of martyrs (Acts 7:55–60),
one ignores or simply passes over one’s objection. The by the power of the Holy Spirit (John 14:26), by the ful-
scribes and Pharisees, in this famous text, bring an adul- fillment of Old Testament prophecies (Matthew 12:17),
terous woman to Jesus (scholars debate whether this and by speaking in tongues (Acts 2:3–21).
pericope is original to John, but it is certainly true to the Using Miscellaneous Objection Techniques. Finally,
character of Jesus; see Morris, 1995, pp. 778-779). The Dubinsky mentions “miscellaneous techniques” to deal
scribes and Pharisees thought that the Old Testament with objections. One specific miscellaneous technique
Law was clear at this point (Leviticus 20:10): the woman he suggests is to answer an objection with a question, a
should be stoned to death for her adultery. Trying to technique especially mastered by Jesus (cf. Matthew 12:11
catch Jesus in an interpretative conundrum in order to and Mark 11:32). Paul faced a number of objections in
bring legal charges against him, they ask Jesus, “So, what Corinth — objections that ultimately hindered Paul’s
do you say?” While the scribes and Pharisees had one Gospel message. These objections were that Paul’s knowl-
agenda (to indict Jesus), Jesus had another agenda (con- edge was inferior because he taught freedom in Christ (1
cern for the woman and to teach an important lesson). Corinthians 8:1–2) and that Paul was not a real apostle (1
Before launching into his more insightful — and more Corinthians 9:2). In dealing with these objections, Paul
Kingdom centered — agenda, Jesus ignores the scribes’ asks a string of questions: “Am I not free? Am I not an
and Pharisees’ question. Breaking eye contact with every- apostle? Have I not seen Jesus our Lord? Are you not the
one and, in what surely was an awkward moment of result of my work in the Lord?” (1 Corinthians 9:1, NIV).
silence, Jesus “bent down and wrote with his finger on Objections will inevitably come for the believer who
the ground.” Then, Jesus addresses a completely differ- actively shares his or her faith. Relationally, one of the
ent, and much more beautiful, aspect of the situation: most effective ways to handle objections is long-term,

62 JBIB • Volume 20, #1 • Fall 2017

 ARTICLE
authentic, humble living in the power of the Holy Spirit product. Much of Paul’s entire theological agenda com-
over extended periods of time with the unbeliever. In pares what Judaism offers with what Christ offers. Judaism
some instances the prospect objects to the witness by ask- offers slavery to the law while Christ offers freedom from
ing him or her to stop sharing; the best way to handle such it. In essence, one of Paul’s general purposes is to argue
an objection is to stop sharing until re-invited to do so at that Christ, with the accompanying benefits of following
a later date. In the meantime, the witness should continue him, is superior to the Jewish law (Galatians 2:19–21).
witnessing without words by living a Christian lifestyle Similarly, in Revelation, one of John’s overarching goals
deeply rooted in Paul’s fruit of the spirit (Galatians is to show that the Roman worldview (the competitor’s
5:22–23) and should reapply the principles of the “pre- product), referred to as “Babylon,” is demonstrably inferi-
approach” in step two above. or to the Christian worldview (John’s product) (Revelation
Transactionally, handling objections is best managed 14:8; 18:10, 21; see Beale, 1999, p. 755).
by recognizing that objection does not necessarily mean Psychologically Oriented Close. A psychologically ori-
personal rejection. Often, prospects give off buying signals ented close is the buy-now close whereby the seller creates
to indicate they have an interest and would like to learn urgency to get the prospect to act quickly. At the rhetori-
more (Knowles, Grove, & Keck, 1994) and objections cal level, all New Testament writers in various ways (e.g.,
can be interrupted as a closing signal. When outright via reminders that eschatological judgment is coming or
objection comes, because sometimes it does, we can find that Christ will return soon) create a sense of urgency to
encouragement in Jesus’ teaching that blessings are found get their readers and listeners to respond quickly. In other
in rejection, including eternal rewards (Matthew 5:11– words, each of them write in order to elicit immediate
12). Care should be taken, however, that the witness does change in their readers. A paradigmatic example is Peter,
everything possible to ensure that it is the message of the whose sermons in the Book of Acts demand immedi-
Gospel that causes rejection and not the personality of the ate response (Acts 3:19–20) and create enough urgency
witness. The point, both relationally and transactionally, is among his listeners that thousands responded definitively
that having a “tool belt” of different ways to handle objec- and quickly by becoming Christ followers (Acts 2:14–47).
tions can equip those who witness to God’s saving grace. Jesus was similarly urgent. Speaking about living obedi-
When engaging in Christian witnessing, objections ently in God’s Kingdom, he commanded, “Be on guard!
frequently arise when a prospect is struggling with a Be alert!” because no one knows when he will return
biblical concept or when certain aspects of Christianity (Mark 13:32–37).
are misunderstood. Established research has found that Single-Obstacle Close. The single-obstacle close is a
salesperson expertise increases purchase intention (Wood, type of straightforward close. In this type of close, the
Boles, Johnston, & Bellenger, 2008). Hence, product salesperson attempts to remove the obstacle that is hin-
knowledge (walking faithfully in the Holy Spirit and dering the prospect from making a purchase. For exam-
knowing the Bible well) is essential to successfully handle ple, if a prospect wants to purchase but can only afford
objections. However, no witness has the expertise to a certain price, the salesperson could offer a discount
respond competently to every objection. If the believer that aligns the selling price with the prospect’s bud-
does not know the answer to a question, then he or she get, thus removing the obstacle so the close can occur.
should confess it honestly and then use this as an oppor- There were many obstacles that hindered the earliest
tunity to follow-up at another time and to build rapport Christian prospects from deciding to be Christ follow-
by investigating the question more fully together. ers (Hurtado, 2016). A significant motivating factor for
New Testament writers was to remove these obstacles.
Step Six: Close Luke, for example, composed his entire Gospel to help
In the marketing of goods and services, the close is with Theophilus’ uncertainty about the things of Christ:
the step where the prospect makes a decision to purchase “[I am writing] an orderly account for you, most excel-
a product. Closing techniques include clarification closes, lent Theophilus, that you may have certainty concerning
psychologically oriented closes, straightforward closes, the things you have been taught” (Luke 1:3–4, NIV). A
and concession closes (Dubinsky, 1981). major obstacle mitigating against obedience to Christ
Clarification Close. One type of clarification close for the original recipients of the Book of Revelation was
is called the “comparison close,” wherein the salesperson ongoing persecution from Rome, an obstacle that the
compares what one is selling to an inferior competitor’s author seeks to remove largely by promising an absolute,

JBIB • Volume 20, #1 • Fall 2017 63

comprehensive, and eschatological victory for all believ- his or her confidence in the product (Dubinsky, 1981).
ers (Revelation 20:7–22:5). The New Testament is rife with encouraging reassur-
In sales, closing is often the step that most intimidates ance for believers to have the upmost confidence in the
new salespeople. Likewise, many Christian witnesses also Christian “product.” New Testament writers offer practi-
fear the close. But by following the methods provided cal reassurance (James 1–5); in other words, following
above, the fears of many Christian witnesses concerning Jesus simply works in real life, and Jesus gives life meaning
the close can be alleviated. If the salesperson has followed and purpose. Additionally, the New Testament writers
the sales process and has catered a presentation that fits offer theological and philosophical reassurance concerning
the needs of the prospect, then the close is a natural next the “product” they have acquired (Romans 1–11); that is,
step. When witnessing for Christ, significant pressure is these early Christians, in choosing to become believers,
removed when the witness remembers that it is not ulti- have chosen intelligently and wisely. Finally, the New
mately his or her responsibility for the unbeliever’s conver- Testament writers offer eschatological reassurance about
sion; rather, God simply holds the witness responsible for their newfound “product” (1 Corinthians 2:9; Revelation
living and sharing the Gospel. The result is the work of the 21:1–7). That is to say that these believers, many of whom
Lord (John 6:44; Acts 3:6). With that said, there is a New extensively suffered for Christ, are promised eternal life
Testament expectation to intentionally witness — either and all the indescribable benefits that accompany it.
transactionally or relationally — to unbelievers, whether Customer-Oriented Reassurance. Beyond the broader
by sharing/teaching the Gospel or by living it out faith- thrust of the New Testament, both Jesus and Paul also
fully in a way that portrays Christianity as a more accurate focus on this type of customer-oriented reassurance. In
and fulfilling worldview than all others (comparison close), some of his last words on Earth, Jesus reassures his fol-
by stressing the urgency to convert to Christ (psychologi- lowers, “Surely I am with you always, to the very end of
cally oriented close), by removing intellectual or practical the age” (Matthew 28:20, NIV), deeply reassuring words
obstacles to following Christ (single-obstacle close), or by for those who are promised persecution (Matthew 10:23).
any other means that does not contravene Scripture. Paul likewise offers his Corinthian readers reassurance.
Paul reassures them that, because death has no victory
Step Seven: Follow-up over the believer (1 Corinthians 15:54–56), believers can
Follow-up is the final step of the sales process stand firm, let nothing move them, give themselves fully
wherein “The salesperson tries to reduce the customer’s to the Lord’s work “because [their] labor in the Lord is
post-purchase concerns, thereby developing a satisfied not in vain” (1 Corinthians 15:58, NIV).
customer and increasing the chances of future repeat Customer Referrals. Another type of follow-up is
sales” (Dubinsky & Rudelius 1980, p. 66). Follow-up, customer referrals, that is asking the customer about
according to Dubinsky, is categorized as customer-service other contacts who may have an interest in the product
activities, customer-satisfaction activities, and customer- (Dubinsky, 1981). This method lies at the heart of the
referral activities (Dubinsky, 1981). entire evangelistic method of the New Testament. The
Customer-Service Activity. One example of a cus- New Testament writers envisioned a day when every
tomer-service activity is the salesperson serving as a nation and tribe would hear the Gospel (Matthew 24:14;
consultant for the customer, to give him or her special- Revelation 7:9). God could have instituted any number
ized guidance in taking advantage of the product’s use of methods to achieve this bold goal. For example, he
(Dubinsky, 1981). This type of consulting is the very could have entrusted it to angels. However, he chose to
essence of each New Testament writer. Each writer is entrust it to people (whether by written or by spoken
basically telling their readers how to take advantage of word). One person shares the Gospel with another, and
their Christian faith. This especially lies at the heart of the process repeats. Implicit in this method is the need
Paul’s letters. His readers have converted to Christ (often for “customer” referrals — the need to garner advice from
via Paul’s preaching), and Paul himself usually formed current Christians where one might find non-Christians.
a Church from these converts. Most of Paul’s letters are This plays out in Jesus’ ministry in his so-called conver-
essentially his practical and theological consultation to sation with the woman at the well (John 4:1–45). After
these new believers. a life-changing encounter with Jesus (John 4:26–30),
Customer-Satisfaction Activity. Customer-satisfaction she returned to town and referred to Jesus “many
activities include reassuring the customer in order to build Samaritans…[who] believed I him” (John 4:39, NIV).

64 JBIB • Volume 20, #1 • Fall 2017

 ARTICLE
Table 1: Witnessing as Applied to the Sales Process

Steps of the Steps Related Transactional Selling Relational Selling

Sales Process to Witnessing

1. Prospecting: Find potential Find people who Interact briefly with a prospect Working daily on the job with a prospect or liv-
buyers with need, willing- might respond to while doing daily activities such as ing with a family member.
ness, ability, and authority to the Gospel. on a plane or in line at the grocery
buy (Dubinsky & Rudelius, store.
1980).

2. Pre-approach: Collect Determine how best Gauge quickly a prospect’s inter- Strategically plan long-term the best way to
information to qualify the to understand the est in the Gospel through body engage the prospect. Use observation and what
prospect (Dubinsky & Rude- prospect. language, gestures, expressions, and you know from previous interactions to figure
lius, 1980). tone of voice. the best way to approach.

3. Approach: Initially gain Gain attention. In transactional, approach is In relational, approach may be thought of with
and hold attention and inter- typically connected to the cir- multiple opportunities as the conversation may
est in offerings (Dubinsky, cumstances in which the players continue across times and in different situations
1981). interact. Ask the prospect sincere, with the same prospect. For example, you may
open-ended questions about life talk to a coworker at lunch one day and then
(e.g., “Are you having a bad day again after work on another day with different
today?”). approaches chosen as you learn more about the
prospect’s needs.

4. Presentation: Explain offer- Share Christ or pres- Handled the same regardless of In a relational approach, the presentation may
ing and persuade an authentic ent biblical truths transactional or relational Some ex- take longer occurring over time. Other than that,
desire for offering (Dubinsky, with prospect’s amples: Share personal testimony; presentation is handled the same of regardless of
1981). unique needs in suggest a website or book. transactional or relational. Some examples: Live
mind. out the Gospel long-term; invite to your church
or small group.

5.Overcoming Objections: Present truths while Handled the same regardless of Handled the same regardless of transactional or
Help the prospect get passed addressing the pros- transactional or relational. Suggest relational. Some examples: spend long conversa-
unwillingness to buy pect’s concerns. a pertinent website or book about tions over coffee addressing objections; invite a
(Dubinsky, 1981). prospect’s specific objection. knowledgeable friend to take part in pertinent
conversations.

6. Close: Reinforce and sell Give the prospect The close is geared more toward a The close is more geared toward the mutu-
the prospect on the solu- a chance to make a decision or end result. Ask specifi- ally beneficial relationship and the solutions
tion to the needs initially decision. cally, “Are you ready to surrender uncovered together. For example, “We’ve been
uncovered during step three your life to Christ and give him meeting for a couple of weeks now. In our time,
(Dubinksy, 1981). control?” you’ve shared that you are really overwhelmed by
the demands on your life. I know a solution that
will help you to better manage your overwhelm-
ing circumstances. I care about and would not be
being a good friend if I did not ask you if you are
ready to give these concerns to Christ who will
take these burdens from you?”

7. Follow-Up: Reduce Discipleship. Follow-up is geared toward helping Follow up is geared toward making disciples and
concerns, increase satisfaction, the customer succeed in the pur- helping the prospect grow deeper spiritually. For
and create environment for chase. For example, sending a Bible example, inviting the person to church or leading
repeat purchases/learning or suggesting churches in their area them in a Bible study.
(Dubinsky & Rudelius, 1980). (if they do not live by you).

JBIB • Volume 20, #1 • Fall 2017 65

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