Not So Modern Salesmanship

They went out from us, but they were not of us; for if they had been of us, they would no doubt have continued with us: but they went out, that they might be made manifest that they were not all of us.

—1 John 2:19

In our eagerness to make converts I am afraid we have lately been guilty of using the technique of modern salesmanship, which is of course to present only the desirable qualities in a product and ignore the rest. We go to men and offer them a cozy home on the sunny side of the brae. If they will but accept Christ He will give them peace of mind, solve their problems, prosper their business, protect their families and keep them happy all day long. They believe us and come, and the first cold wind sends them shivering to some counselor to find out what has gone wrong; and that is the last we hear of many of them….

By offering our hearers a sweetness-and-light gospel and promising every taker a place on the sunny side of the brae, we not only cruelly deceive them, but we guarantee also a high casualty rate among the converts won on such terms. On certain foreign fields the expression “rice Christians” has been coined to describe those who adopt Christianity for profit. The experienced missionary knows that the convert that must pay a heavy price for his faith in Christ is the one that will persevere to the end. He begins with the wind in his face, and should the storm grow in strength he will not turn back for he has been conditioned to endure it.   TIC116-117

Deliver us from the error of producing rice Christians. Amen.

 

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