Client Attraction and Acquisition: The End Doesn’t Justify the Means

Stewarding the pre-sale customer journey in alignment with the Kingdom of God and His righteousness

When it comes to the awareness and consideration stages of a customer journey, where marketing messaging, branding, and sales offers abound, unfortunately, false advertising, manipulation, and lies also abound. 

False urgency (or false scarcity), exaggeration, hyperbole, and baseless superlatives create perceptions in the minds of potential customers that are not rooted in truth. Rarely a week goes by that I don’t see yet another example of this on websites, social media, bios, and advertising from Kingdom business coaches, consultants, strategists, and advisors.

I believe that this is not only due to the general problem of embracing worldly mindsets and tactics as success blueprints, but it is also due to encouragement within faith circles to “faith it til you make it,” and “call things that are not as though they were.” 

The end - even an end with a compelling customer testimony or success story - does not justify the means of client attraction and acquisition. Financial profitability gained through dishonest means is not profitable in the Kingdom of God. 

So how can a Kingdom business coach, consultant, strategist, or advisor approach the pre-sale stages of the customer journey in alignment with God’s way of being and doing things? 

The awareness (or discovery) stage is where potential clients become aware of your product or service, typically as a result of paid or organic marketing messaging. You can unapologetically and authentically own who you are in Christ and the value that you (and your company if you have staff) offer your clients by:

• sharing intentionally planned content that educates as it addresses the questions and/or concerns that your potential clients have in the area of your expertise

• sharing inspired Holy Spirit-led content that may not have been in your initial pre-planned content plans

• boldly sharing your strengths

• telling the truth 

• modeling your message (be the example!)

The consideration (or evaluation) stage is where potential clients are considering their options to determine the best solution for their needs or desire. There is no competition in the Kingdom of God, yet you can (and should) express the differentiating value that you bring to the table based on your unique combination of skills, gifts, and experience. You can do this through your content creation, targeted marketing and sales campaigns, and sales conversations. All of this can be done effectively and powerfully without hyperbole, exaggeration, or misleading statements.

Documented results expressed via client testimonials or case studies are one of the most powerful forms of communicating the value that you provide. Allowing client success stories to speak the loudest within your marketing and sales communication cultivates a spirit of possibility, inspires hope, and builds trust. In the business coaching and consulting world, it’s common to focus testimonials on financial profits only. It’s understandable, as it is an easy ROI to communicate and business owners want to increase their financial profitability. However, those who position themselves as experts to help Kingdom entrepreneurs start and/or grow businesses need a higher perspective and approach.

Earlier in this article series, I shared how when a customer journey is centered around the service provider as the source and financial profit as the sole outcome of focus, it produces a dual idol. 

“Kingdom” Marketing, Discipleship, and the Modern-Day Rich Young Ruler Problem

Because a Kingdom entrepreneur is called to holistic profitability and testimonials have the capacity to influence the mindsets and actions of others, it is important for service providers to deliver stories that share not only financial wins, but wins in other areas of life transformation, Kingdom influence, and impact.

Persuasion Without Pressure

Manipulation is the way of Satan (the “Father of lies”), and persuasion is the way of King Jesus when it is rooted in God’s righteousness. 

Proverbs 16:23 (ESV) says “The heart of the wise makes his speech judicious and adds persuasiveness to his lips.” The root of the Hebrew word that was translated into persuasiveness also means teaching, insight, and instruction. 

Throughout the New Testament, the Greek word translated into persuade (or persuaded) means to induce one by words to believe and to behave with trust and confidence.

Manipulation in the pre-sale customer journey looks like influencing potential clients unfairly and dishonestly in order to serve yourself, while persuasion looks like influencing through service by helping potential clients make an informed decision for themselves. 

Manipulation used during the pre-sale stages (often laced with pressure and shame) causes a client to regret after purchase, while persuasion causes a client to rejoice in their decision. 

How can you know the difference between whether you are manipulating or persuading righteously? Prayerfully consider the following:

• the intent behind your desire to persuade the potential client (What’s in your heart?)

• the truthfulness and transparency of your process (Do you feel you have to hide information? If so, why?)

• the net benefit or impact on the potential client (Who gets the advantage of the knowledge you have concerning their needs and desires? You or the client?)

Road Maps, Frameworks, Blueprints...oh my!

Kingdom business coaches, consultants, strategists, and advisors are key resources that - through experience and spiritual wisdom - offer products and services to help Kingdom entrepreneurs on their business growth journey. Business road maps, frameworks, and blueprints are often a part of the equation. In my next article, I will share insights on how to leverage these valuable assets with clarity, confidence, and authentic humility that honors God as the Source.