Church Growth Sales Analogy

Disclaimer: I am not a church growth specialist or strategist. However, I firmly believe churches can benefit from this analogy from business sales.

Whether you are creating growth strategies for your your church or for a business, there are similarities that can be useful in both. I grew up in sales! From the day I got my driver’s license I went to work in a family owned business selling auto parts. I stayed in that career for 24 years selling in both retail and wholesale markets. During my career, I was both self- employed and worked for other large companies. Early in my sales career, I was taught from day one that sales were driven by customer service. You could have the best price and the best product but if you fail in customer experience, you did not grow. 

During my last years in sales before making the transition into full time ministry, I worked for a large auto parts wholesaler. At the time, we were the # 2 sales volume auto parts wholesaler in the Dallas / Fort Worth area and growing fast. Each year we increased sales and pushed our way into becoming a leader in the industry. I was the Fort Worth District Sales manager then. The owner of the company was in my opinion the smartest businessman I had ever worked for. Add together his keen business sense with the level of customer service we provided, and the company grew quick in sales.

So, how does all that relate to church growth? It's very similar. Before we move to that analogy, first, you need to understand this. There are three key components to business growth, assuming you already have a great product and a great price. Current customers already buying, new customers, and making sure you are ready for the growth. Each month I monitored my current customer list on how much they purchased. I made goals to move each customer up the ranks in dollar amounts. Those buying $500 a month were worked to $1000 a month. Those buying $3000 were worked to $5000 a month and so on. In addition to that I would cold call finding new customers to add to my list moving them to $500 a month as fast as I could.

 I learned that customers buying zero eventually dropped off. But once they hit the $500 mark, they stayed and grew to larger customers.

It was a combination of working current customers and new customers at the same time that gave me growth. However, what we did before implementing that strategy was a key part to success. We had to make sure all our locations (we had 7) were fully stocked and staffed and ready for the extra business we hoped to get.

So, how does all this relate to church growth? I am glad you asked. It is very similar. The church has current members already attending but maybe they only attend and serve once or twice a month. To grow your church, you would need them to attend and serve and give every week. Then you have those in your community that are believers but do not attend church anywhere. You also have those that are not believers that don’t attend church anywhere. There is your market, so to speak, in church work. The church is called to go and make disciples and tell the Good News. You must work your members and cold call at the same time. You know what I mean!

Remember the pre-growth strategy? Just like a business must be ready for growth or they might miss it, a church must be ready for growth or it might miss it. Are you staffed and ready? Is your campus and facility ready? Do you have the right programs in place? Do you have the space you need for growth? Do you have enough leaders in place to grow? You get the point. First, be ready and prepared for growth and then think for growth. 

 

If you are a church with 500 in attendance and want to grow to 1000, then think and operate like a church of 1000, even before you are there.

 

As I stated earlier, I am not a church growth specialist. However, I believe that church growth has a lot of similarities to growing a business and can be applied to a church. I believe the key is balance. A church must balance working current members for growth and retention, look for new members, be ready for growth and ensure that customer service is alive and well. What would happen if new members came but they had a bad customer service experience? Or the campus was not ready? Or you spent all your time on new members and current ones left? Or you spent all your time on current members and never reached new members. You would not grow. 

Comments? Suggestions? Thoughts?