During the very first night of my Sales & Sales Management class, a student at the Christian university where I teach part-time asked, “Can Christians be in sales?”
It was an honest inquiry born out of personal experience with less-than-honorable salespeople. My answer was, of course! Christians can be in sales or any other field of marketing. What is most important is that we conduct our business so it brings honor and glory to God.
Over the years, I’ve written extensively about what it means to honor God in our work. That’s why I was happy to read a book entitled, Honorable Influence—A Christian’s Guide to Faithful Marketing by Dr. David Hagenbuch.
Hagenbuch’s book is directed at marketers, especially Christians, as he discusses how we can influence others as a force for good. He does this by describing the seven deadly sins of marketing we should all avoid.
#1: Deception
Deception is leading others to believe an untruth.
Solomon wrote, “The wisdom of the prudent is to give thought to their ways, but the folly of fools is deception” (Proverbs 14:8).
Haven’t we all received or seen some advertisement that promised us some unbelievable deal only to discover it was a come-on to some over-priced product we didn’t need or want?
#2: Coercion
Coercion is pressuring people into doing something against their will.
There are numerous examples of coercion in the Bible. The most egregious example of coercion is when the Jewish leaders pressured Pilate to crucify Jesus by questioning Pilate’s loyalty to Caesar (John 19:12-16).
Have you ever accepted one of those “free” offers for a mini vacation if only you will sit in on a short time-share presentation? I’m convinced many people who buy a timeshare do it just to end the pressure from the salesperson.
#3: Manipulation
Manipulation is scheming to achieve an outcome that otherwise would not be chosen.
A Biblical example of manipulation was when Mordecai manipulated King Xerxes into signing an order authorizing the extermination of the entire Jewish population (Esther 3:1-15).
One of the more common examples of manipulation today is when a car dealer advertises an incredible deal on a particular model. You get to the dealer only to discover one car was available at that price, but they are happy to show you similar models available at a much higher price!
#4: Denigration
Denigration is cheapening the inherent worth of people or things.
Peter admonished Christians to, “Show proper respect to everyone: Love the brotherhood of believers, fear God, honor the king” (1 Peter 2:17).
One of the most common forms of denigration in marketing today comes to us on our television screens. Commercials after commercials portray women scantily clad in seductive situations all to appeal to the more prurient interests of men.
#5: Intrusion
Intrusion is entering into another person’s physical or mental space without the other’s complete welcome.
We all need our personal space. Jesus himself needed personal space as he often withdrew from the crowds to be by himself to pray (Luke 15:15-16).
How many times has the telephone rung or there was a knock on your door right in the middle of your dinner? The intrusion occurs when you explain you are busy, but the salesperson keeps talking anyway.
#6: Encouraging Overindulgence
Encouraging overindulgence is prompting an excess beyond what is beneficial for individuals physically, emotionally, financially, or otherwise.
The Bible lists self-control as one of the fruits of the spirit (Galatians 5:22-23). Marketers who discourage self-control are encouraging overindulgence.
How often have you been tempted at the neighborhood fast-food place to get the super-jumbo burger/fires/coke combo because it is only $1.00 more? You don’t need the super-jumbo version. You aren’t even that hungry, but you do it regardless, because hey, it’s a deal!
#7: Neglect
Neglect is not offering the influence that is expected from a competent professional in a given field.
Paul exhorted the Colossians by saying, “Whatever you do, work at it with all your heart, as working for the Lord, not for men” (Colossians 3:23).
As marketers, we cannot be so eager to get to the next sale that we fail to service the customers we already have professionally. No sale is complete until we have delivered everything that was promised.
Marketer’s Goals – Consumer’s Needs
Marketers have goals and consumers have needs. Where the marketer’s goals overlap, the consumer’s needs are the sweet spot where a mutually beneficial exchange occurs. When the influence of the marketer is complete and honest, the consumer’s needs are fully met. This is marketing that brings honor and glory to God.
Leaders, let’s be diligent marketers and avoid the seven deadly marketing sins. Together we can change the world’s view of marketing so that no student needs to ask, “Can Christians be marketers?”
Join the Conversation
As always, questions and comments are welcome. Which of these marketing sins do you encounter most often? Which bothers you the most?
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Category: Skills | Quality/Excellence
