“In God We Trust” An Overlooked Sales Strategy

| June 7, 2015

Two dollar coins facing each other.“In God We Trust” lives glorified on the money that salespeople often struggle to accumulate.  But do we really trust in God to succeed? Or do we trust in our own ability to achieve sales success?

Most salespeople rely on their intellect or intuition as the final authority regarding any decision that is sales or work related.  It seems that salespeople will learn from and trust in almost any resource, but God, to achieve success. We will read dozens of business books, converse with countless sellers, and stalk sales leaders for success secrets.  Christians in sales will often look at circumstances and not to avail themselves of the time-tested ways of God.  In the past, I abandoned my faith-trust in God while selling; especially if I felt stressed or harassed.  But Proverbs 3:5-6 should be the touchstone for every Christian in sales: Trust in the Lord with all your heart and lean not on your own understanding; in all your ways submit to him, and he will make your paths straight.

I’ve learned through some very painful experiences that trusting in God always equipped and empowered me to achieve supreme sales success.  Now, I consistently ask God in prayer how to find prospects. My most vital and valuable resources, even while selling, include prayer, Bible study, and the Christian fellowship of friends who reinforce Biblical principles.

I also keep in mind the things that I should not do. The Bible contains specific commandments and teachings against lying, stealing, deceiving, coveting, greed, and self-serving ambitions. As sellers, we sin whenever we exaggerate benefits, understate risk, manipulate research, misrepresent services, mismanage expectations, or present unfair prices.  Instead of these, we always honor God when we present the truth.

TRUTH: All scripture is God-breathed and is useful for teaching, correcting, rebuking, and training in righteousness, so that the man of God may be thoroughly equipped for every good work. II Timothy 3: 16, 17

The glorious truth is that God has given everyone an everlasting guidance, for every field of endeavor, through the Bible. Therefore, the Bible should serve as the final authority for anything sales or work-related. I highly recommend selling with a Bible and Bible Concordance readily available, to refer to applicable Biblical principles. The Bible champions stories and offers relevant instruction regarding all aspects of selling: prospecting, questioning, presenting, closing, objections, and servicing. It provides an abundance of wisdom for building righteous relationships, especially with difficult people.  It offers examples of the very best in salesmanship.

PRESENTATIONS: We are to be “imitators of God” (Ephesians 5:1).  This can extend to every aspect of our lives, including   presentations.  We can see in how God’s presentation to Moses at the Burning Bush, He first told Moses that He is God of Abraham, Isaac, and Jacob.  So we also, first present who we are and what we do, before explaining the mission.    We cannot imitate the power of God and Christ in miracles like walking on water, seas parting, or people rising from the dead.  But we can present the truth with boldness, confidence, story-telling, and vision.

MEETING OBJECTIONS: In staunch opposition to Jesus and His teaching were the religious leaders of Israel called Sadducees and Pharisees. They often confronted Jesus with objections designed to derail His ministry.  Throughout the Gospels, we see Jesus as He overcame, refuted, or sometimes ignored objections.   He often sifted the conversation away from the objections and towards the needs of the people and the facts-benefits associated with Christianity.  We are wise when meeting objections to focus on the needs of those we are attempting to serve and the benefits associated with what we offer.

SERVICE: Jesus said that whoever wants to be great must be a servant (Matthew 20: 26).   He came not to serve but to be served (Mark 10: 45).  So if we want to be great at selling, we have to be great at serving. Our level of success is measured not in the number of people we sell, but in the number of people we serve – those whose needs we righteously meet, without priority given to any personal pain or plans, but rather with the priority of trusting God and serving others.


Trust in God as a sales strategy starts with seeking out and relying on His principles and processes.  We then trust that the power of God will lead us to best possible results, relationships, and rewards. The success we can obtain as business people trusting in God may include money and promotions; but far more important are righteous relationships, optimal wisdom, and a peace that surpasses all understanding.

Paul writes words each salesperson can quote every day: Be anxious for nothing, but in everything by prayer and supplication, with thanksgiving, let your requests be made known to God; and the peace of God, which surpasses all understanding, will guard your hearts and minds through Christ Jesus.  Philippians 4:6-7

Category: Marketing

About the Author ()

Email | Website | Michael P. Hamer is a lifelong salesperson. He began his sales career at the age of seven, on the streets of Gary Indiana, selling eggs with his grandfather. He graduated from Boston University in 1980 with a degree in Communications concentrating in advertising and marketing. He is a veteran of almost thirty years in advertising sales in the radio and cable TV industries, most notably with CBS Radio, Media General, and Salem Communications, where he was a Sales Manager with WAVA Radio. He has received numerous awards and notable recognition for his sales and management accomplishments. He is the author of Selling God’s Way, where he promotes the return to time-honored ethical business practices in today's complex, evolving economy.