Jesus Doesn’t Need Salesmanship Techniques

“Evangelical Christians commonly offered Christ to mankind as a nostrum to cure their ills, a way out of their troubles, a quick and easy means to the achievement of personal ends. They use the right words, but their emphasis is awry. The message is so presented as to leave the hearer with the impression that he is being asked to give up much to gain more. And that is not good, however well intentioned it may be.

“What we do is precisely what a good salesman does when he presents the excellence of his product as compared with that of his closest competitor. The customer chooses the better of the two, as who would not? But the weakness of the whole salesmanship technique is apparent: the idea of selfish gain is presented in the whole transaction. …

“In those early Galilean days Christ’s followers heard His call, forsook the old life, attached themselves to Him, began to obey His teachings and joined themselves to His band of disciples. This total commitment was their confirmation of faith. Nothing less will do. And it is not different today. He calls us to leave the old life and to begin the new. There must never be any vacuum, never any place of neutrality where the world cannot identify us.” —A.W. Tozer, Man—The Dwelling Place Of God

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