Sales are often seen as a transactional endeavor. You offer a product or service, and in return, you get financial remuneration. But is that all there is to it? What if we look at sales from a different angle, one that sees every interaction as an opportunity to build a relationship and make a lasting impact? In my book, The Master Salesman: Jesus and the Art of Service, I explore this nuanced view, drawing inspiration from the life and teachings of Jesus to redefine the art of selling.

Jesus was the epitome of service, His life a testament to the power of relationships. For Him, every encounter was an opportunity to serve and create meaningful connections. “For even the Son of Man did not come to be served, but to serve, and to give His life as a ransom for many” (Mark 10:45, ESV). His approach aligns beautifully with my IDEAS Sales System, specifically the principle of “Serve,” which is all about recognizing that selling is fundamentally an act of service.

One of the first steps in transforming each sales encounter into a relationship is the “Introducing” phase of the IDEAS Sales System. It’s about identifying a potential customer and making an intentional introduction, not as a pitch but as a beginning of a meaningful relationship. Jesus was a master at this. He didn’t merely approach people; He connected with them, recognizing the divine in every individual. When you start to view introductions this way, your whole mindset toward selling shifts.

Equally essential is “Evaluating.” It’s not enough to listen to your customers; you have to understand them, delve into their needs, wants, and concerns. This understanding goes hand-in-hand with the Triad of Belief, where belief in your industry, your product, and most importantly, yourself, sets the stage for a successful sale. When you understand deeply, you can adapt your message, making it far more impactful for the person on the other end of the conversation.

Remember that the relationship does not end with the sale. It’s just a milestone in a longer journey, one where you continuously add value to their lives. When Jesus healed ten lepers, only one came back to thank Him (Luke 17:15-16, ESV). Did He regret healing the other nine? Unlikely. He knew the value of unconditional service. Likewise, we should focus on providing value irrespective of immediate returns.

This approach to selling, which is rich in empathy, understanding, and a deep-rooted desire to serve, opens up a wellspring of opportunities. It’s not about meeting quotas but fulfilling your mission to make a positive impact in the lives of others. If you resonate with this perspective, you’ll find a wealth of insights in The Master Salesman: Jesus and the Art of Service. For those who are committed to taking their sales and relationship-building skills to the next level, I offer focused Training and Coaching at Closer Classes.

The customer is ready to buy. He needs you to help him believe.

Article Summary
Sales is not merely a transaction but an ongoing relationship. Drawing inspiration from the life and teachings of Jesus and grounding practices in established sales systems like IDEAS and the Triad of Belief can help transform each sale into a meaningful interaction and long-term relationship.