As we continue our series on sales and marketing for missional enterprise leaders, this second article shifts focus from marketing to sales. As discussed in the first article, sales and marketing are often seen as two sides of the same coin, but they have distinct functions.

Marketing creates interest in your products or services. In business-to-business (B2B) operations, for instance, marketing often generates inquiries such as RFIs (Requests for Information) or RFQs (Requests for Quotes). Sales, on the other hand, involves the activities that lead to an actual transaction — such as requirements clarification, negotiating necessary revisions, generating quotes, promptly answering questions, and closing the sale. The goal is a satisfied customer who keeps coming back for more. Think of marketing and sales as two interlocking circles — one sets the stage, and the other delivers the outcome.

Key Principles for Sales in Missional Enterprise

Scripture includes several passages that directly address the topic of sales and many that provide insights that should inform our sales activities. These passages emphasize honesty, integrity, and a customer-centered approach — key principles for sales, especially in a missional context. From these, we can discern some key principles that should guide us.

1. Be Honest

Leviticus 19:36 calls us to use “honest scales and weights,” a principle that extends to transparency and honesty in all business dealings. Whether negotiating terms or handling disputes, acting with complete honesty ensures that your business reflects God’s character and builds credibility with customers.

At one point, I worked in prospecting, lead generation, and qualification for a custom manufacturer. Over a 6-month period, prices on our raw materials jumped 50% due to some industry restructuring. Because raw material costs made up less than 5% of the total cost of the finished product and we were able to hold costs constant on all the other inputs , we could have easily covered the added costs with a 10% price increase. However, the owner of the company insisted on increasing per-piece pricing by 50%. Similar tactics were used with other customers. Over a two-year period, company revenues dropped from $2.8 MM to roughly $1.8 MM, and I can see a direct correlation between what I perceived to be price gouging and loss of sales revenues. “Honest scales and weights” are still critical – even in the digital age.

2. Ask Good Questions and Listen Well

Proverbs 18:13 warns against answering before listening, highlighting the importance of understanding your customer’s needs. By asking thoughtful questions and listening attentively, you not only discern the needs of your customers but also demonstrate care and respect.

Numerous times in my career, what I initially thought might be a poor prospect turned out to be a highly qualified prospect, simply because the Lord provided the good sense to drill down a little deeper with the prospective customer, try to understand the issue they were trying to address, and brainstorm together about potential solutions. James 1:19 advises us to be “quick to listen, slow to speak,” a principle that applies equally to sales. This approach fosters trust and can open doors to deeper conversations, including sharing your faith when appropriate.

3. Be Diligent

Sales success requires consistent effort. Proverbs 13:4 states, “The soul of the sluggard craves and gets nothing, while the soul of the diligent is richly supplied.” Persistence in follow-ups, attention to detail, and a proactive attitude are essential. Over the course of my career, I’ve worked with customers all around the world. Occasionally this has meant being available for a Teams call at 6:30 AM or at 8:30 PM. Sometimes it has meant getting an email out late in the afternoon so the customer has it when they start their day in the middle of my night. Sometimes it has meant taking the time to determine time zone differences and figure out what time slots are going to work best for my team AND the customer’s team. Diligence not only honors your customers but also reflects a Christ-centered work ethic.

4. Act with Integrity

Integrity is the foundation of ethical sales because it builds trust. Integrity is a commitment to a high ethical standard in every setting – both public and private, whether in our church small group or in closing sales with a customer. It goes beyond the basic commitment to telling the truth to do “the next right thing” and exemplifying our desire to obey the commands of Jesus to love God and our neighbors.

Proverbs 28:6 (ESV) reminds us, “Better is a poor man who walks in his integrity than a rich man who is crooked in his ways.” Leviticus 25:14 commands: “And if you make a sale to your neighbor or buy from your neighbor, you shall not wrong one another.” Misrepresenting your firm’s or product’s capabilities or failing to honor commitments — such as rejecting a PO received on Day 29 of a quote with a 30-day validity period — may yield some short-term benefit but erodes trust in the long run. In this particular case, it severed the relationship between the business and the customer. Acting with integrity includes faithfulness to the principle: “Do what you say, and say what you do.”

Conclusion

Sales in a missional enterprise is about more than driving revenue; it’s an opportunity to serve others, build trust, and reflect Christ’s love in every transaction. By being honest, asking good questions, working diligently, and acting with integrity, you not only foster successful business relationships but also create opportunities to make disciples and make a difference in your community.

By God’s grace, may we be known for a high standard of excellence in integrity in the sales operations of the enterprises we steward for God’s glory.

Verse of the Week

“And if you make a sale to your neighbor or buy from your neighbor, you shall not wrong one another.” Leviticus 25:14 ESV

May our sales operations increasingly reflect a commitment to love our neighbor as ourselves.