Conduct Becoming of A Christian

Conduct Becoming of A Christian

By Mike McLoughlin,
Youth With A Mission, Marketplace Mission
Visit the Scruples Small Business Forum at www.scruples.net for more information.

Marketing. What is it?

Marketing is the method by which wealth is achieved and by which it is distributed. Marketing is the process by which sellers promote and sell their goods and services to buyers in the marketplace for a price.

Marketing is made easy by money. Instead of buyers exchanging product for product, they use money to purchase their products and they generate money from the sale of other products. Money is the common unit of exchange and it is the measure of wealth. From the world's perspective, the reason for marketing is to make money. Success in marketing is measured in terms of success in profiting from the marketing activities.

A free market is a market in which sellers compete with each other for a share of the wealth of buyers. This pursuit of wealth pits the self-interest of the seller against the interest of others: the suppliers, the competition, and the buyers. To achieve his interest, the businessperson is often tempted to gain advantage over others through methods that are not right. For example, he may not pay for the goods purchased from suppliers, he may offer bribes to the buyer to secure a purchase (thereby beating the competition) and he may provide goods to the buyer that are not of good quality. These are only a few of the numerous ways in which a seller gains unfair advantage over others. Success is achieved by serving one's own interest to the detriment of another's interests. The end: success in making money, justifies the means: dishonest business practice.

In the world's economy money is the unit of exchange and the accumulation of wealth, the measure of success. In God's economy, however, love is the unit of exchange and relationship is the measure of success. Whenever money comes before love, relationship suffers and God is not pleased. True success in marketing is achieved by succeeding in relationship with God and with others in the marketplace.

Christians in business will develop many relationships in the marketplace as they buy and sell goods and services. The test of their commitment to true success will come whenever their interest conflicts with the interest of others. They will pass the test when they consider the interest of others in the marketplace before their own interest for the sake of maintaining relationship.

The Essential Nature of Man

In the 18th century, an early economist and moral philosopher, Adam Smith, wrote a book called An Inquiry into the Nature and Causes of the Wealth of Nations.¹ In this book, he describes the principles of free market economies. He stated that by allowing and encouraging individual enterprise, all the people of nation states would benefit. He believed that individuals, by serving their selfish interests for material gain, would ultimately serve the interests of society. He envisioned that the wealth created by the "invisible hand of self interest" would be so great that it would ultimately eliminate poverty.

Two hundred years later Adam Smith's prediction has been partially fulfilled. Many economists agree that there exists in the world enough wealth for the elimination of poverty. However, this wealth is not equally distributed among the people of the world. It is possessed by a very small percentage of the world's population. Most of the world's population lives in abject poverty. Adam Smith’s assumption has not proved true. Most people in the world have not benefited from the increase in the wealth brought about by the individual serving his selfish interest. What has gone wrong?

Mr. Smith was a liberal philosopher.² He believed that man is essentially good and that he will do good to others and that he will share his good things with others. The simple fact of the present state of the distribution of wealth proves Mr. Smith's belief in the essential nature of man wrong. Man's essential nature is not good. It is sinful. Everyone has turned away, they have together become corrupt; there is no one who does good, not even one. (Psalms 53:3). Sin has corrupted the nature of man to the extent that he has served his selfish interests to the exclusion of the interests of others.

To be sure, not all business people operate that way, but when business gets difficult and when it becomes a matter of survival, then business people do what they feel is necessary to promote their own interest at the expense of other people's interest. As one Multilevel Marketing Company Executive said to a new recruit, "Fake it till you make it."³

They justify dishonest business practice by saying that the end, which is survival, justifies the means: dishonesty. Some people win, others lose. Wealth goes to the strongest and fittest. Poverty for many is the end result.

Spiritual Warfare in the Marketplace

Dishonest business practice is the source of much injustice in society. (Jeremiah 22:17) Dishonest trade breaks relationships and God is offended. The LORD detests differing weights, and dishonest scales do not please him. (Proverbs 20:23). Success in business is not achieved through dishonest business practice. Wealth that is created by dishonest business practice will not last. Dishonest money dwindles away, but he who gathers money little by little makes it grow. (Proverbs 13:11).

The Bible teaches that Satan fell because of dishonest trade. Through your widespread trade you were filled with violence, and you sinned. So I drove you in disgrace from the mount of God, and I expelled you, O guardian cherub, from among the fiery stones. Your heart became proud on account of your beauty, and you corrupted your wisdom because of your splendour. So I threw you to the earth; I made a spectacle of you before kings. By your many sins and dishonest trade you have desecrated your sanctuaries. So I made a fire come out from you, and it consumed you, and I reduced you to ashes on the ground in the sight of all who were watching. (Ezekiel 28:16-18).

The lure of quick money and easy profit attracts many business people including Christian business people. The marketplace is in the world and the world is under the authority of the evil one. (1 John 5:19). So Satan knows how to entice and tempt business people in this area. He does it in thought, word and deed. but each one is tempted when, by his own evil desire, he is dragged away and enticed. Then, after desire has conceived, it gives birth to sin and sin, when it is full-grown, gives birth to death. (James 1:14-15).

Because the marketplace is full of temptation to sin, Christians in business need to be aware of the spiritual warfare that goes on around them every day. Marketing: the process of buying and selling, is where the evil one will try to exploit the weaknesses of Christian business people to their destruction. However, the Bible teaches us, that: You, dear children, are from God and have overcome them, because the one who is in you is greater than the one who is in the world. (1 John 4:4). In Christ, Christian entrepreneurs have the power to resist the Evil One and win the spiritual battles they face in the marketplace.

First Principles in Marketing for Success

Marketing for success, in terms of the true measure of success, eternal life, requires that the Christian businessperson remain true to God and to his neighbour whether that is the customer, the supplier, the creditor or the competitor. To remain true in thought, word and deed, the Christian businessperson must abide by these biblical principles.

1. Honest to God, honest to others.

To be true to God and to others the Christian businessperson must be honest to God and honest to others. That is, he must have a conscious determination to do whatever is right no matter how costly it may seem to him or to his business. Do not have two differing weights in your bag--one heavy, one light. Do not have two differing measures in your house--one large, one small. You must have accurate and honest weights and measures, so that you may live long in the land the LORD your God is giving you. For the LORD your God detests anyone who does these things, anyone who deals dishonestly. (Deuteronomy 25:13-16).

Honesty is always the best policy and it will be rewarded The LORD has dealt with me according to my righteousness: according to the cleanness of my hands he has rewarded me. (2 Samuel 22:21).

In the matter of marketing, the buying and selling of goods in the marketplace, let your conscience be your guide. God has given us "the voice of conscience" that it may serve us to know intuitively when we are doing right and to warn us from doing wrong. Paul said, "So I strive always to keep my conscience clear before God and man." (Acts 24:16). So should the Christian businessperson strive always to keep his conscience clear before God and before his neighbour in the marketplace. Pray for us. We are sure that we have a clear conscience and desire to live honourably in every way. (Hebrews 13:18).

For example, suppose a buyer comes into the Christian businessperson's store looking for an electric kettle. There is only one kettle left on the shelf. The reason that this kettle has been the last to be sold is that it has a large scratch on it. However, the kettle is in a box and the scratch is not immediately visible to the customer. Because the customer is in a hurry he will buy it without looking in the box. From the world's perspective it is "buyer beware." (Caveat Emptor). This means that the seller is not obligated to the buyer to reveal defects in the product. In the marketplace, it seems it is standard business practice to sell defective products and offer no returns.

Now, as a Christian, you have a moral obligation to your customer to inform them that he is purchasing a defective product. Since you know that the kettle is scratched, your conscience will tell you that it should not be sold without revealing this fact. However, the risk is that if the customer finds out before the sale, he will not buy it and the sale will be lost. The sinful nature motivated by greed will prompt you to keep quiet about the problem. You may say to yourself: "The kettle still works, it is just scratched."

This debate goes on in a Christian's mind all the time, especially in the area of buying and selling. The right thing to do is to take the kettle out of the box, show the customer the scratch, demonstrate that it works, and offer a reasonable discount. If the customer decides against buying it, you have lost the sale but you have maintained your integrity.

The question I always ask myself in these situations is "What is the price of my integrity?" Am I willing to sell my integrity for the profit I will make on that kettle? Is betraying Jesus worth the silver? Judas thought so. (Matthew 26:15) Too often business people, and even Christians, will sell their integrity for small profits. What a shame!

The more likely result, however, is that the customer will purchase the scratched kettle at a discount and will be thankful for it. Instead of opening the box at home, finding the kettle scratched and cursing the one who sold it to him; he will bless the seller and return to purchase other goods because he knows he can trust the people at that store. Customer trust is a very valuable commodity that can only be purchased by honest dealing.

A businessman of integrity who is honest to God and honest to others will establish a good business reputation. In his business dealings he will be open, transparent and accountable. Being open means having nothing to hide. (1 Timothy 5:25). Being transparent is as the Bible puts it: "walking the light." (1 John 1:7) Being accountable allows others to scrutinize your business dealings. Jacob put his business reputation on the line in his agreement with Laban his father in law. And my honesty will testify for me in the future, whenever you check on the wages you have paid me. Any goat in my possession that is not speckled or spotted, or any lamb that is not dark-coloured, will be considered stolen. (Genesis 30:33)

2. True to your word, worthy of trust.

Words are paramount in the maintaining of relationships in business, especially in marketing. Promises that are made and are required to be kept in business. To be true to God and to others, the Christian businessperson must be true to his word and worthy of trust. Jesus said, Simply let your 'Yes' be 'Yes,' and your 'No,' 'No' anything beyond this comes from the evil one. (Matthew 5:37). A Christian business person who keeps his word no matter what will be worthy of trust and nothing more will be needed than his "Yes" or his "No".

Much business is done on the verbal promise and the handshake. Contracts are necessary under some circumstances so that both parties are fully aware of what constitutes the terms of the deal. However, if trust does not exist between the parties, then the contract is not worth the paper it is written on. Trust is developed when a person keeps his promise. In business, the Christian must keep his promises. When a man makes a vow to the LORD or takes an oath to obligate himself by a pledge, he must not break his word but must do everything he said. (Numbers 30:2).

Again Jesus said, But I tell you that men will have to give account on the day of judgement for every careless word they have spoken. (Matthew 12:36). In this matter, God will call to account the Christian businessperson for every promise he or she makes in business. So do not make promises you cannot keep. It is better not to vow than to make a vow and not fulfil it. (Ecclesiastes 5:5).

Trust is a very delicate thing and when the Christian businessperson fails to maintain trust, relationship is broken. If this occurs, he has an obligation to honor God by working to restore relationship and trust. Trust is restored through confession, repentance and restitution. If anyone sins and is unfaithful to the LORD by deceiving his neighbour about something entrusted to him or left in his care or stolen, or if he cheats him, or if he finds lost property and lies about it, or if he swears falsely, or if he commits any such sin that people may do-- when he thus sins and becomes guilty, he must return what he has stolen or taken by extortion, or what was entrusted to him, or the lost property he found, or whatever it was he swore falsely about. He must make restitution in full, add a fifth of the value to it and give it all to the owner on the day he presents his guilt offering. (Leviticus 6:2-5).

It is a humbling thing to confess to a customer or business associate that one has made a mistake. It is even more difficult to make the restitution that is required to re-establish trust. The Christian businessperson is not called to "save face" or avoid the embarrassment. He must do whatever is right no matter how embarrassing it might be.

Jesus praised the words of the tax collector as he publicly confessed, repented and promised restitution. But Zacchaeus stood up and said to the Lord, "Look, Lord! Here and now I give half of my possessions to the poor, and if I have cheated anybody out of anything, I will pay back four times the amount. Jesus said to him, "Today salvation has come to this house, because this man, too, is a son of Abraham." (Luke 19:8-9).

3. Whatever is right is just and whatever is just is fair.

To be true to God and to others in marketing, remember that whatever is right is just and whatever is just is fair. Every business person will encounter the "problem" person, a customer who is never satisfied, a supplier who never seems to be paid enough, the competitor who is always crying "unfair!" The problem person has a hidden agenda to gain advantage over the Christian in the marketplace. "It's no good, it's no good!" says the buyer; then off he goes and boasts about his purchase. (Proverbs 20:14).

There is an expectation by the problem person that the Christian is obligated to meet their demands because he is a Christian. If they are not satisfied, they may say, "You call yourself a Christian? How can you do this to me?" Satan is the "accuser of the brethren" (Revelation 12:10). He is also a liar. (John 8:44). Sometimes he comes to the Christian in business dressed as the "problem" person. Do not listen to his condemnations.

Another expectation that is unfairly placed upon the Christian businessperson is that he should offer a discount to other Christians or church members because they are "brothers in the Lord." It is funny how it seems that the obligation is always on the Christian business person to bless his "brother" with a discount rather than the brother blessing him by paying more for the product. Christians who are dealing with other Christians should pay a fair price for the purchase and not expect a "Christian" discount. The Christian businessperson may choose to provide that discount but he is not obligated to do it. King David paid the full price for Araunah's threshing floor even though it was offered to him as a gift. (1 Chronicles 21:22).

The Christian businessperson will account to God for his actions, not to men. Thus, if he does what he knows to be right then he will fulfil his obligation to God and to the other person to maintain the relationship. The spiritual man makes judgements about all things, but he himself is not subject to any man’s judgement. (1 Corinthians 2:15).

Wisdom and discipline in godliness are attained by knowing what is right. Solomon wrote the book of Proverbs... for attaining wisdom and discipline; for understanding words of insight; for acquiring a disciplined and prudent life, doing what is right and just and fair. (Proverbs 1:1-3) As a Christian businessperson works out his faith in the marketplace, trusting God, he will attain the wisdom and the knowledge necessary to know what is right and in the end that wisdom will richly reward him. Wisdom calls aloud and says, "I love those who love me, and those who seek me find me. With me are riches and honor, enduring wealth and prosperity. My fruit is better than fine gold; what I yield surpasses choice silver. I walk in the way of righteousness, along the paths of justice, bestowing wealth on those who love me and making their treasuries full. (Proverbs 8:17-21).

4. Shrewd as a snake, but innocent as a dove.

Jesus sent out the twelve disciples with these words: I am sending you out like sheep among wolves. Therefore be shrewd as snakes and as innocent as doves. (Matthew 10:16). These instructions are particularly relevant to the Christian businessperson who often finds himself as a "sheep among wolves". To be true to God and innocent of sin in the business world requires great wisdom and shrewdness. The Christian encounters difficult ethical and moral decisions regularly as he does business. How to handle these difficult situations and temptations requires forethought and prudence. Christians in business can follow the example of their heavenly Father. To the faithful you show yourself faithful, to the blameless you show yourself blameless, to the pure you show yourself pure, but to the crooked you show yourself shrewd. (Psalms 18:25-26). So show yourself shrewd in the marketplace whenever you face pressures to compromise your principles.

No Compromise

The best cure is prevention. Avoid compromising situations. Do not set foot on the path of the wicked or walk in the way of evil men. Avoid it, do not travel on it; turn from it and go on your way. (Proverbs 4:15-16) Let it be known that you conduct your business by high moral and ethical standards. Thus, non-Christian business people may not bother trying to tempt you with bribery or compromising offers. Be on your guard; stand firm in the faith; be men of courage; be strong. (1 Corinthians 16:13).

For example, a Christian man who was being hired to sell real estate told his potential employer: "I will not lie to you but as a result I will also not lie for you." This is a very shrewd preventative statement. The employer will see the benefit to his company of truthfulness. At the same time they are prevented from requiring the employee to compromise the truth to benefit the company materially. The result is that the Christian can maintain his integrity with the employer’s approval. Similar preventative statements can be made to avoid compromise and misunderstandings when business is done between Christians and non-Christians.

Another way of preventing compromise is to make yourself accountable to another Christian business associate. Identify your areas of weakness and share them with your friend. Then make a commitment to him to tell him whenever you face temptation. There is strength in numbers. If one falls down, his friend can help him up. But pity the man who falls and has no one to help him up! Also, if two lie down together, they will keep warm. But how can one keep warm alone? Though one may be overpowered, two can defend themselves,. A cord of three strands is not quickly broken. (Ecclesiastes 4:10-12) It is a battle! Fight in pairs!

Finally, do as Jesus said. "Watch and pray so that you will not fall into temptation. The spirit is willing, but the body is weak." (Matthew 26:41). Jesus knows that we are weak, that we in ourselves do not have the power to resist temptation. That is why he has sent us His Spirit to be our strength in times of difficulty. My flesh and my heart may fail, but God is the strength of my heart and my portion forever. (Psalms 73:26) So pray, share temptations with Him and seek His strength to resist them.

Saved by Grace

It should be noted in all this that God is a God of abundant grace. He readily forgives and forgets the mistakes that Christians make. The Bible says that Jesus came full of grace and truth. (John 1:14) The truth of the above principles may have brought to mind many mistakes and unfulfilled promises. God’s grace is sufficient for the Christian businessperson in whatever area of weakness he finds himself. So stop doing what you know does not honor God, do your best to rectify past mistakes and start doing what you know to be right. God’s grace will make up the difference. "Through love and faithfulness sin is atoned for; through the fear of the Lord a man avoids evil." (Proverbs 16:6)

Summary

Marketing is more than the pursuit of wealth for the sake of wealth. True success, success in relationship with God and with others, is maintained in marketing by being true to God and to others no matter how strong the temptation to profit at the expense of another. The Christian business person will resist the temptations he finds in the marketplace as he is honest to God and to others, true to his word, worthy of trust, as he does what is right, just and fair; and as he acts shrewdly. His reward will be found not in the wealth of this world but in the riches of eternity. "Therefore, my brothers, be all the more eager to make your calling and election sure. For if you do these things, you will never fall, and you will receive a rich welcome into the eternal kingdom of our Lord and Saviour Jesus Christ." (2 Peter 1:10-11).

NOTES:

1. Cited in Biblical Principles & Economics, The Foundations. Richard C. Chewing, Ed. Colorado Springs: Navigator Press, 1989. p. 307.

2. Cited in Rich Christians in an Age of Hunger. Ronald Sider. Downers Grove, IL: InterVarsity Press, 1978. p. 114.

3. In "Shaking the Money Tree" at MetroActive News & Issues | Multilevel Marketing on the Internet (www.metroactive.com), p. 8.

The current version of the Scruples Web site is at www.scruples.net.