“I like you. How can we work together?” I remember hearing that from a person who barely knew me at the time and today is a client, and, more importantly, a friend. We all buy services and products, but we often buy them from some one, and the nature of sales has more to do with the salesperson than it does with the buyer. Great salespeople can sell most anything.

In my experience, people want to buy from those whom they like. All things being equal, I want to buy from someone I relate to and trust. I might even be willing to pay a premium for good service and a smile. Just ask the girl at the sun glass store where I bought a new pair of expensive glasses after she convinced me it made me look younger. (Ok, I was grasping for a reason and the phrase “they make you look so young” would’ve sold me the glasses and a timeshare in Boca).

This line of reasoning got me thinking about evangelism and how some of us approach outreach. Some insist we need enough knowledge to make a compelling argument and a strong defense. It’s all about theology with them. The proper training and information will prepare you to share your faith. Others make a case we just need to love on people and gently lead them to faith. They argue that people won’t respond until they know how much you care about them and that they are convinced they’re not your latest conquest in what some have called a “Christian Safari.”

In my experience in the real world the winning combination is someone with good knowledge of the product whose personal interest in me comes across as genuine. If Christians were to take Ephesias 4:15 to heart and begin to speak the truth in love, we would see more people open to a faith dialogue.

How do you approach sharing your faith?