From Doubt To Faith: A Sales Lesson from the Master

One of the greatest sales calls ever, yet hardly studied

Became one of the greatest testimonials, bringing in many new customers.

When the Samaritan woman saw Jesus at the well, she already had a negative opinion of Him because He was “one of those”—a Jew. Isn’t that how we sometimes feel when we get a cold call? People might think the same of us, but sometimes we just have to start from that low place.

But Jesus had an offer that could change her life forever. He knew He couldn’t just come out with it, so He used a strategy to connect with her:

1. Start the conversation
2. Find common ground
3. Illustrate His offer to transition smoothly

All this was done in one line:

“Give Me to drink.” -John 4:7

Unconventional, but it worked.

She responded,

“How is it that You, being a Jew, ask a drink from me, a Samaritan?” -John 4:9

She knew Jews and Samaritans didn’t talk, but she also had to admit that everyone needs water. Jesus was tired and thirsty, just like her.

What a Salesman!

And let’s not forget:

• He had nothing to gain from making the sale
• He would ultimately have to pay for it
• His motivation was solely to help her

But, filled with love and compassion, He had to make this sale!

Then He surprised her by flipping the narrative.

“If you knew the gift of God, and who it is who says to you, ‘Give Me a drink,’ you would have asked Him, and He would have given you living water” -John 4:10

This piqued her curiosity about who He was (His credibility) and what He could give her (His offer). She asked,

“Where do You get that living water? Are You greater than our father Jacob, who gave us this well?” -John 4:11-12

She was now ready to hear about His extraordinary offer:

“Whoever drinks of this water will thirst again, but whoever drinks of the water that I shall give him will never thirst. The water that I shall give him will become in him a fountain of water springing up into everlasting life” -John 4:13-14

Intrigued but skeptical, she replied, perhaps with a hint of sarcasm,

“Sir, give me this water, that I may not thirst, nor come here to draw” -John 4:15

The offer seemed too good to be true.

Then Jesus brought up something unexpected:

“Go, call your husband” -John 4:16

He put His finger right on her problem—her sin. She hadn’t come thinking she had an issue, but now it was obvious. Trying to cover her emotions, she said,

“I have no husband” -John 4:17

Ready for the close??

Jesus said,

“You have had five husbands, and the one whom you now have is not your husband” -John 4:17-18

That hit her hard. Here was Someone who knew all about her failures and still wanted to help. She turned her attention to Him:

“Sir, I perceive that You are a prophet… I know that Messiah is coming” -John 4:19, 25

Jesus replied,

“I who speak to you am He” -John 4:26

What a close! The sale was made. She left her water pot and went to the city, telling everyone,

“Come, see a Man who told me all things that I ever did. Is not this the Christ?” -John 4:28-29

Many believed her testimony, and many more came out of curiosity, only to find it was true.

“Many more believed because of His own word… and said to the woman, ‘Now we believe, not because of what you said, for we have heard for ourselves and know that this is indeed the Christ’” -John 4:41-42

Isn’t this the best kind of marketing? Happy customers spreading the word because of their 5-star experience? Raving fans are the best salespeople.?

We can learn from the Master of Marketing:

• Our motives must be sincere, with a genuine desire to help
• Our offer must be outstanding
• We should deliver the kind of value that turns customers into raving fans

Customers so thrilled with the service that they can’t stop talking about it. And when others come, deliver with the same high standard.

Competing on price is a losing battle. Competing on value is win-win.?

People want solutions to their problems, and they’ll come running when they hear there’s a cure.