Selling by the Book


Ask most people what they think of salespeople, and the best response you’ll often get is, “My mom told me if I don’t have anything nice to say about someone, just don’t say anything at all.” That is hardly a compliment. Why are customers so reluctant to say nice things about salespeople? Why is there this strong sense of dislike for the sales profession as a whole?

The answer lies within the system of sales strategies that are prevalent today. Most sales strategies are designed to take advantage of the customer and denigrate the salesperson.

The perception in the typical customer’s mind is that the salesperson’s focus is solely on making a profit at their expense. The customer’s mind is filled with fear and asks the question, “How can I prevent this salesperson from taking all of my money and my dignity, too?”

All of this begs for a change; an opportunity to return integrity to the process, to offer an alternative to salespeople and customers who know that there has to be a better way. Thankfully, Christ left a plan, a means of transacting business that is respectful and profitable for both you and your customer.

For many salespeople and sales managers there is an ongoing struggle to integrate business life with a life of faith. In today’s competitive business environment and economy, there is a tendency to separate one’s Christian faith from the workplace. This means to be centered in Christ on Sundays at church while ignoring Christian principles in the day to day workplace. This compartmentalizing leads to a stressful internal and external struggle. The good news is it can be overcome by those who integrate biblical principles into their sales process and relationships.

Our true work is not our nine to five job; our true work, or holy calling, is to be a light in the marketplace. We are, in all things, called to manifest the will of the Father through our actions and the example we set for others. This is to be our full-time, twenty four hours a day, seven-days-a-week vocation. It’s not just our once a week, “a couple of hours on Sunday” hobby. We must come to the realization that there is a better way to sell: a way that supports and nurtures our souls, protects us against sin and builds healthy relationships.

In typical secular sales the result – the sale – is paramount. Yet, in Selling by the Book the customer – the person – is most important. Principles become the primary concern in sales so the customer is served as a person rather than an object to be manipulated. Closing the sale is secondary. This brings about not only a sense of personal Christian integrity but also mutual respect, and inevitably, a solid long term relationship that results in greater sales.

Since a secular approach to sales creates tension both internally and externally, Selling by the Book gives the salesman a clear vision without compromise. Considering the power of rapport, respect and trust in sales relationships, salespeople can see themselves as the true instrument for the good of the buyer, rather than a source of opposition or competition.

An important lesson for all salesman and sales managers to learn is that scripturally sound selling can bring about a deeper union with God. Isn’t this the purpose of all work and daily activity: a union with God here and now which will blossom into a union for all eternity? With this in mind the salesperson will see that they are called to go beyond the concept of selling their customers and onto the concept of serving them with scripturally sound practices.

Part of you may be wondering, though, if it will work for you in the marketplace. Every tip, tactic, and strategy in Selling by the Book online sales training course is scripturally sound and has been put to the test in the marketplace. From manufactures reps, to retail associates, to the service industry, to professionals – many have successfully implemented Selling by the Book. Scripturally sound selling can work for you in your life.

The concept of Selling by the Book is quite simple, to sell in a way that fulfills the great commandments of Jesus. Much like Christ’s message, it is seemingly paradoxical and yet, at the same time, it makes perfect sense. And also like Christ’s message, if you learn it and aspire to it, the rewards will be tremendous.

The author of this post, Robert Pinion facilitates sales trainings for sales leaders of faith and influence. You can find the Selling by the Book Training Course at

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