October 13


The 4th Commandment: Give Your Prospects Peace of Mind

By Michael Q. Pink

October 13, 2014

Christian Business Institute, Commandment, peace of mind, Sabbath

Knowing that peace of mind is a fundamental motivational need for all of us, it only makes sense to recognize that need in others and make sure that you’re not only not violating that need in others but where possible, you are cooperating with that to bring peace of mind to your prospects and customers.

For example, suppose you sell an expensive product or service. It is natural that people are going to offer resistance to your price, because the greater the investment, the greater the risk. The more risk, the less peace of mind people have.

Now that you know that peace of mind is something that God sanctions, how can you, in your business proposal, reduce their risk and/or increase their peace of mind.

Here’s how…

You can reduce risk by including “risk reversals”, such as extended warranties, replacement guarantees or a generous refund policy. You can increase peace of mind by helping your customer fully understand the long-term benefits of your product or service which may include time savings, increased profitability, more opportunities, prestige, etc.

Lastly, you can put the price difference in perspective. You rarely need to justify the entire purchase price – just the difference in price from an alternative they have or are considering. So, if your option is $68,000 and the one they are favoring is $53,000, you only need to justify the $15,000 difference, not the entire amount.

When you spread the price difference over the life of their investment it probably reduces to a few dollars a week, maybe even pennies a day. By putting the price in perspective, you lower their risk threshold and increase their peace of mind.

Nobody wants to enter into a deal, a nervous wreck.

Consider your prospects’ legitimate need for peace of mind. Anticipate the obstacles for peace of mind and either remove them or minimize them by putting them into a broader perspective.

When you put forth a proposal to a prospective client, evaluate your proposal through the grid of the 4th Commandment. Anticipate their needs and articulate the facets of your proposal that bring peace of mind. Then, set in proper context those aspects that may detract from their peace of mind.

It’s doubtful your competition has ever considered the implications of the 4th Commandment on business. When you do, you gain an advantage in the marketplace and you will leave your competitors wondering how you did it!


CBI Logo FANOTE: Doing business God’s way, has endless advantages. If you want to study and learn these advantages, consider joining the MPI Christian Business Institute. With students enrolled from five continents, this is truly a global outreach with meaningful impact for sales people, entrepreneurs and executives. Register here for an informative webinar.

Michael Q. Pink

About the author

Michael is America's leading authority on applying Biblical Wisdom and Natural Law to sales and business and has authored 19 books including The Bible Incorporated, Selling Among Wolves and God's Best Kept Secrets. Using that knowledge, he has helped thousands of professionals and entrepreneurs experience radical transformation in their lives and careers, including helping a start-up with 3 struggling sales reps turn the corner and become the 16th fastest growing company on the INC 500 list. 

  • This is so true Michael
    With the ever increasing amount of knowledge available and the stupid fast rate of dissemination of information, overwhelm and mental angst are aggravated by just pumping more facts into our customers minds. Calming minds, alleviating fears and fulfilling their desires seems, to me at least, to by almost opposite to product demonstrations, handling objections and forceful closing strategies. Thank you for explaining how to put values back into the sales profession.

    • Hey Mark;

      People have lost their way. They have substituted the gentle, peaceable wisdom of God for cold, hard, procedural methodology. Formulas. All that is needed is to renew our minds to the ways of God, flow with them and the results will speak for themselves.

      Thanks for posting!


  • Great material again. I really enjoyed the Motivational Secrets of the 10 Commandments we have covered the past two sessions in the Christian Business Institute. Jason and I are really enjoying our time and learning so much!

    There are so many nuggets of truth. Just trying to grab one or two and week and work on it. We will have enough material to work on for a lifetime.

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