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November 16

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Every Business Needs Conversions (And Other Lessons From The Great Commission)

By Michael Q. Pink

November 16, 2021


In the last words Jesus spoke on Earth before ascending to Heaven, he gave instructions for building the church worldwide. What He stated is also the best model for building a business worldwide or even locally.

In my previous blog, I addressed how “Go therefore…” addressed the importance of marketing and getting your message out there.

Today I want to look at the next HUGE factor for growing your business and that is sales conversions. Marketing deals with lead generation. But you’ve got to have conversions or it’s all for not.

Jesus called this step, “MAKE DISCIPLES”. You can’t make a disciple without a conversion. So how do we gain conversions from the new leads we generate?

There are two non-negotiables that I look at when helping a company transform their sales process into a high performing sales and marketing enterprise.

The first thing you have to look at is the actual offer.

Jesus had just done something that was 4000 years in the making… He made us alive with Him, forgave our trespasses, wiped out the requirements that were against us and contrary to us. In fact, He nailed them to the cross, then disarmed principalities and powers, making a public spectacle of them, triumphing over them in it. (Colossians 2:15)

He eradicated the devil’s claim on us and on the planet. We are no longer under the devil’s authority. Jesus plainly stated that all authority had been given to Him, having ripped it out of the devil’s grip once and for all. (You can learn more about that in Rick Osborn’s free Face To Face teaching series. It will ruin you for the ordinary!)

If you want to talk about an offer that is unmatched, it would be the offer God made to whosoever will. But as good as that offer is, Jesus still tells us to (1) Go therefore (marketing) and (2) make disciples (sales).

He is counting on us to partner with Him in the reconciling of the world to Himself. The process He instructs us to use is the same process that will build a strong and prosperous business for you.

Understand that a disciple is a “disciplined learner” and to become a disciple, you must first experience conversion. That is the sales process which is a far more involved topic than this blog can cover (but you can definitely learn more from my Resource page.

The second thing is your messaging.

If you are closing 1 out of 10 leads and I can show you how to get 2 out of 10, you have effectively doubled your sales. And a crucial factor for doubling your conversion rate is your messaging.

You have to have a strong offer as I’ve stated, but you also need to be able to communicate that in a way that connects with people and brings them into community with you. I’ll be talking about that in my Facebook LIVE meeting at noon today, if you care to join me and ask me questions as well.

In many ways, selling is an educational process and the best way to educate is to cause the student to think and arrive at the proper conclusion. And the best way to do that is via questions.

When it does come time to actually expound on your benefits, that’s where the proper interrelation between knowledge, wisdom and understanding come into play, or as Augustine of Hippo referred to them, Grammar, Logic and Rhetoric.

So if you want to grow your business, consider your lead generation practices (or lack thereof) and your messaging which great affects your lead conversion rates. If these two are in good shape, you’re off to a good start, but there are still 5 more insights Jesus offers in the Great Commission.

Watch for them in my next blog.

Michael Q. Pink

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