All right, we need to have a conversation.

If you’re an entrepreneur and you’re a person of faith—if you’re driven by your faith to do more and you’re in business or want to start one—you need to hear this:

This is what keeps so many believers stuck. Keeps them broke. Keeps them from moving forward.

They’re not selling.

Now that statement can go in a thousand directions, but I want to narrow it down.

First, nothing happens in business without an exchange of value. If you’re not selling, your business isn’t growing. Period. In fact, it’s dying.

Sales is as vital to business as blood is to your body. You’ve got to do it.

So as the founder, as the entrepreneur, as the person steering the ship—you have to embrace this truth: we are about selling.

But here’s the weird thing. Christians often get uncomfortable around the word “sales.”

Why? I think it’s because of two things:
1. A fundamental misunderstanding of what sales is.
2. Maybe even some demonic persuasion that tries to keep you from doing what you’re called to do.

Let me show you something.

You can’t help someone unless they give you permission.

Even something as basic as a fire alarm—you can’t install it unless the homeowner says yes. They have to opt in. It doesn’t matter how much it could help them. Same goes for every product or service you sell.

So what’s your job?
To get permission.
To ask.
To serve through sales.

Whether you’re selling B2B high-ticket services (like the people I help in my fractional CMO work) or you’re selling something B2C—like solar, alarms, anything—you must sell.

And no, making money isn’t bad.

Let me be clear: you don’t “make” money. The Fed prints money. You earn money. And the only way to earn money is by exchanging value.

You sell something. You offer something. You provide value. And that gives you the ability to go out and improve your life and the lives of others.

Sales is good.

And yes—you already sell.

Don’t say, “I’m not a salesperson.” You’ve worked a job? You sold your time for money. You sold your skillset. You sold yourself in the interview.

Sales is godly. Productivity is godly. Service is godly.

One of my favorite quotes from a pastor: “God needs good businessmen too.”

You don’t need to go into ministry to be used by God. Your business is a ministry. You can be a light to the world through your work.

But let’s talk about the world I’m in: marketing and sales.

People get funny about it. Especially Christians.

“Oh, he’s just trying to sell something.”

Yeah. I am. Because if I don’t sell, I can’t serve. And neither can you.

Everybody is trying to sell something. The only difference? Most people won’t admit it.

Sales is healthy. Sales is service.

Sales isn’t manipulation. It’s not coercion. It’s collaboration.

It’s you standing beside your customer, looking at the obstacle between them and their goal, and saying: “Let’s figure out how to overcome this—together.”

It’s not combat. It’s a team effort.

Sales is something you do for someone, not to someone.

Let me give you a visual. You remember the old barter system, right?

Someone’s got chickens. They want a goat. They go to the neighbor with the goat and say, “Hey, I’ve got chickens—can we trade?”

They make an offer. The other person either says yes, or they don’t.

That’s sales.

A mutual exchange of value. That’s how economies are built.

And in business today, your job is to communicate that value as simply and clearly as possible.

Not techno-babble. Not funnel-speak. Not confusing jargon.

Say it simply:
“I help build websites that get customers.”
Or,
“We install systems that help you get leads and make sales.”

Simple. Clear. Understandable.

Now, once you find someone who might be a fit for your offer, here’s what you need to do:
1. Get their attention.
2. Convert attention into a conversation.
3. Qualify them.
4. Only after they’re qualified—make the offer.
5. Help them overcome obstacles.

Remember: objections aren’t real. They’re just obstacles. Your job is to help them through.

Now let’s talk about success rates.

People lie about closing 50-60%. The truth? B2B sales close at 20–30%. That’s MVP level. Like a top MLB hitter. Why? Because it’s about at-bats. It’s a volume game.

You need a sales process. And you need conviction.

You need to believe in what you’re offering. Because if you don’t, the prospect will feel it.

Sales without love is manipulation.
Sales with love is service.

If you love your neighbor, you won’t let them sit under a falling tree branch.
You’ll yell. You’ll tackle them. You’ll do whatever it takes.

Love is the missing ingredient in most people’s sales process.

If you’re scared to ask for the sale, ask yourself:
• Do I actually love this person?
• Do I truly believe what I’m offering will help them?

Because if you do, then not offering it would be unloving.

You can’t save everyone. That’s okay. Dust off your sandals and move on.

But if you’ve got the conviction—if you’ve got the offer that helps—you must sell.

Paul was a tentmaker.
Jesus flipped tables in the temple because of bad commerce, not because commerce is bad.

Business isn’t evil. It’s a weapon.

Business, done right, is a vehicle for Kingdom impact.

It funds ministry. It serves people. It shapes culture.

You’re here in the United States—one of the freest, most opportunity-rich places in the world.

What a waste it would be to not use it.

If you love your market, if you love your clients, you will sell.

And when you do—do it with conviction. Do it with love. Do it with clarity. Do it with faith.

Let your work be your ministry.

If you want help building a system that gets you more sales, go to PaytonIgo.com.

But regardless of whether we work together, sell with love.

Serve with conviction.

And don’t forget—the greatest of these is love.
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