LIKE A MIGHTY ARMY

With
LITERATURE EVANGELISM

SUCCESS BOOK INSTRUCTIONS

for
Literature Evangelist Beginners

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 INTRODUCTION

Nothing succeeds properly without instruction, preparation and wise planning. You, as a
Seventh-day Adventist church member, impressed by God’s Spirit, and realising that time
is short, and committing yourself to the literature ministry, still need proper instruction.

This instruction book is a part of the literature evangelist course called “Like A Mighty
Army”. (See your workbook for other study materials.)

The Publishing Director or Area Manager under whose tutorship the course is taken, will
also use audio visuals to illustrate the basic principles of successful literature evangelism.

The instruction material has been field tested around the world. It only needs individual
application and complete surrender to God to obtain successful individual results.

May God bless you as a literature evangelist in this final hour of the world’s history.

ACKNOWLEDGEMENT

The material in this instruction book is a combination of the basic six lessons in “Like A
Mighty Army” study course prepared by the General Conference Publishing Department,
and additional material from the Euro-Africa Division Publishing Department and the
South Pacific Division Publishing Department.

We trust that copyright is respected.

Private reproduction other than through the facilities of the Publishing Department of the
South Pacific Division of the Seventh-day Adventist Church in Warburton, Victoria is
discouraged.

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 CONTENTS
Page
Lesson 1 Be Proud of Your Profession 4
Lesson 2 Be A Psychologist 9
Lesson 3 Preparing to Meet Your Prospect 15
Lesson 4 The Know-How of Dealing with Objections 21
Lesson 5 Getting in Step with Your Prospect 30
Lesson 6 Always in Action 35
Lesson 7 The Presentation 43
Lesson 8 Be A Good Administrator 48
Lesson 9 The Voice That Sells 56
Lesson 10 Be An Evangelist 59
Lesson 11 Making It Easy To Buy 67
Lesson 12 Remember 72

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 LESSON 1
BE PROUD OF YOUR PROFESSION
1 What is the most important work in the world?
The best occupation in the world is the one that consists of saving souls for
eternity.

“This house-to-house labour, searching for souls, hunting for the lost sheep, is
the most essential work that can be done.” E.G. White, “Evangelism”, p. 431.

2 Who instituted colporteur evangelism?

“God has ordained the canvassing work as a means of presenting before the
people the light contained in our books.” E.G. White, “Colporteur Ministry”,
p. 6.

3 What is the supreme objective of colporteur evangelism?

“The canvassing work is the most successful way of saving souls.” Ibid., p.
37.

4 Why is the pen more powerful than the sword?

“I have been shown that the press is powerful for good or evil. This agency
can reach and influence the public mind as no other means can.” Ibid., p. 139.

Examples: The Holy Scriptures

The writings of the reformers
The writings of Adventist authors

5 Who were the first Literature Evangelists?

The Waldenses of the Piedmont Valleys, in Italy. With their own hands they
copied the Bible. Their greatest desire was to share its treasures with others.
As itinerant merchants, they travelled from place to place in the Alpine
Valleys, and in regions beyond. Wherever an interest was aroused they left
portions of the Word of God, often at the price of their liberty or of their lives.
Literature Evangelists are encouraged to study the history of the Waldenses.

“It would be well for all our workers to study the history of the Waldensian
missionaries and to imitate their example of sacrifice and self-denial.” Ibid. p.
99.

(Your local ABC has books on this topic.)

6 What Providential invention gave wings to the Reformation?

At Mainz, Germany, John Gutenberg perfected a new printing process,
moveable type. This made possible the printing of two hundred copies of the
Bible in Latin between 1452 until 1455.

Martin Luther said of this invention: “The printing press is…the greatest gift
through which God enables us to forward the Gospel.” Since then, the press
has become a world-wide power.

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7 Did colporteur evangelism contribute to the progress of the Reformation?
One certain summer, more than forty students went from Germany to
Switzerland to canvass. Everywhere they awakened interest. Churches were
organised, and the Reformation moved forward. The reformer Zwingli, writing
to Luther, said: “If you could send me one hundred students like these next
year, we could set the mountains of Switzerland on fire.” Similar incidents
could be cited regarding other countries in Europe.

8 What Divine order was given to the pioneers of the Adventist work regarding
publications?
In 1848, God gave Ellen G. White a vision concerning her husband. She told
him about it as follows:
“I have a message for you. You must begin to print a little paper and send it
out to the people. Let it be small at first; but as the people read, they will send
you means with which to print, and it will be a success from the first. From
this small beginning it was shown to me to be like streams of light that went
clear round the world.” “Colporteur Ministry”, p. 1.

This statement followed a little later:

“And in a large degree through our publishing houses is to be accomplished
the work of that other angel who comes down from heaven with great power
and who lightens the earth with His glory.” Ibid., p. 4.
Memorise this statement to keep your spirits high in Literature Evangelism.

9 What was the first Adventist publication?

In July 1849 was published the first issue of PRESENT TRUTH. After much
prayer, the thousand copies printed were sent out. The work prophesied was
accomplished. Ever since then, the printed page has been, for the Seventh-day
Adventist Church, a powerful instrument permitting it to proclaim present
truth clear to earth’s remotest bounds.

10 What was the name of the first Adventist colporteur?

Up until 1879, our publications were distributed free of charge, sold during
camp meetings or through the Missionary Tract Societies. Then God sent His
servant, Ellen White another special message – a message inviting the
responsible brethren to make broader and better plans for the circulation of our
publications.

God raised up George King, a man with no gift for preaching, who was invited
to distribute tracts from door to door. His first attempt, in 1881 at Bedford,
Michigan, was conclusive. A new method of spreading the gospel truth had
been inaugurated: the method of selling from door to door. Read his story in a
book available from your ABC.

11 When did George King sell his first book, and what was its title?

On April 3, 1882, the first copy of the book “Daniel and Revelation” came off
the press. That very day George King sold the first copy of it. He continued to
sell this book until by his own sales alone he had exhausted the entire edition,
and in so doing he revealed an extraordinary talent for his work. Thus,
Adventist Colporteur Ministry was born. Since then it has circled the earth.

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12 How many literature evangelists do we have in the world?
In 1993 more than twenty six thousand literature evangelists were scattering
our publications, from Lapland, land of the midnight sun, to South Africa,
from the Far East to Chile and it is growing rapidly. These workers are
instrumental for more than 30,000 baptisms annually. These gospel workers
are admirably described by Heroditus’ words of appraisal concerning the
Persian couriers of whom he wrote four centuries before Christ: “Neither
snow, nor rain, nor heat, nor darkness, nor night could stop these couriers or
turn them aside from the path assigned them.”

13 What role have our publications played in the development of the work of
God?
It is through them that the Adventist message first penetrated many countries.
In 1873, in Switzerland, some people read our paper, “The Review and
Herald”, and asked that a pastor be sent to them from America. In 1874, J. N.
Andrews went to Europe and settled at Basel. He was the founder and the first
editor of “Les Signes Des Temps”, the French “Signs of the Times”. In 1876,
James White sent a package of reading matter to the Island of Pitcairn, and by
1886, when John I. Tay landed on the Island, these publications had
accomplished their work. All the Island’s inhabitants had become Adventists.

Here are some other countries in which our work began likewise through our
publications –

1883 Russia
1885 Australia
1888 Hong Kong
1891 Argentina
1892 Uruguay
1893 Brazil
1894 Chile, India
1898 Paraguay, Syria
1903 Bolivia
1904 Ecuador
1905 Philippine Islands

Other countries can also be named – Belgium, Denmark, Sweden, Iceland,

Wales, Austria, Burma, countries in Africa, Islands of the South Pacific
and more around the globe. Even today, new territories are entered by
means of the literature evangelists.

14 Why is the scattering of our publications by our literature evangelists so

important?
Elder R. R. Figuhr, former President of the General Conference, lists six
reasons:

1 This manner of scattering our publications was established by divine

inspiration.

2 It has proved itself an effective means of evangelism.

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 3 A great many people can thus be reached who would never be reached by
a pastor.

4 It is one of the least expensive methods of evangelism.

5 It makes it possible for many of our members to give all their time to the
proclamation of the message while earning a living.

6 Its effectiveness will increase more and more as we come closer and closer
to the end of all things.

Elder R. H. Pierson, another former President of the General Conference, said

when the publishing work moves forward, the church moves forward.

15 What special missionary work is accomplished daily by our literature

evangelists?
- free distribution of printed matter
- enrolments in Bible correspondence courses
- invitations to meetings and to public lectures
- invitations to former Adventists to come back to church
- prayer in the homes
- Bible studies
- Introduction of Adventist ministers into homes of Literature
Evangelist’s contacts.
(Thus the literature evangelists do contribute to the baptism of
thousands of souls each year.)

16 How many Adventist publishing houses are there around the world?
In 1993 there were 50 publishing houses, with approximately 2,816
employees, publishing 336 periodicals in 228 languages.

17 What has been our best seller?

The little book “Steps to Christ”, by Mrs. E. G. White. Up to the present time
more than 10,000,000 copies in more than 120 languages have been sold.
Other examples are: Bedtime Stories - over 41 million copies in 24 languages;
Bible Story set – over 23 million copies in 16 languages; with millions and
millions of other titles in languages reaching earth’s population in all corners
of the globe. During the period 1980 to 1984, 4.5 million copies of “Great
Controversy” were distributed.

18 What does the Spirit of Prophecy say regarding the place that our publishing
houses fill in the proclamation of the last message?
“The press is a powerful means to move the minds and hearts of the people.”
“The publishing branch of our cause has much to do with our power.”
Colporteur Ministry p. 148.
“This agency can reach and influence the public mind as no other means can.”
Ibid. p. 149

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19 What is happening now in many of our churches around the globe?
“Spurred by the Spirit of God, men and women are leaving their offices, their
farms, their factories, their workshops to go and proclaim the message with
Adventist publications. The canvassing work… is the very work the Lord
would have his people do at this time.” Colporteur Ministry p. 6

20 What will be the result of the literature ministry?

“More than one thousand will soon be converted in one day, most of whom
will trace their first convictions to the reading of our publications.” Review &
Herald, November 10, 1885.

21 Why can our literature evangelists be – and rightly so – proud of their

profession?
Because they are following in the footsteps of the great heroes of the church
from its beginning – since the days of the apostles. They are messengers of the
Lord. They are accompanied by angels from heaven. Their ministry is as
important as that of gospel preachers.

22 What does the former General Conference President, Neal C. Wilson, feel
about the literature ministry?

EVERY MEMBER A LITERATURE EVANGELIST

“My appeal is that the whole church – every member, every young person,
every denominational employee, and every leader – will become a literature
evangelist. We must believe in the power of the print ministry-magazines,
tracts and books. If a leader does not believe in literature as a mighty
evangelising agency, he or she should either be converted or removed. This is
our day of opportunity. Let us break the bands that seem to bind and tie us to
traditional approaches. Pray for our full-time and part-time literature
evangelists, and pray that more will join these front-line troops who are armed
only with faith and gospel literature. I appeal also that we all dedicate a pocket
or purse to carry literature with us everywhere we go.” Adventist Review,
June 27, 1985, p. 6.

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 LESSON 2

BE A PSYCHOLOGIST

Buying Motives – Reasons for Selling

1 What is psychology?
The word comes from PSYCHE, a Greek word which means “soul” and also
another Greek work “logos”, which means knowledge.

Psychology therefore, can be termed the science that studies the soul or the
mind of the human being.

2 Why does the literature evangelist need information in this respect?

A good carpenter is well acquainted with the kind of wood he/she works with
and the metal worker with the kind of metal he/she uses. The teacher, pastor
and literature evangelist do not work with material things. They deal with
souls and minds of people. They are engaged in influencing people. For that
reason they must have some understanding of how the mind works, why the
mind goes in a certain direction and takes decisions favourable or
unfavourable.

3 Where is the seat of the mind?

It is in the brain, an organ of nerve tissue situated in the cranial cavity, which
makes it the best-protected part of the body. Ellen White writes about it as
follows:

“The brain is the capital of the body, the seat of all the nervous forces and of
mental action. The nerves proceeding from the brain control the body. By the
brain nerves, mental impressions are conveyed to all the nerves of the body as
by telegraph wires, and they control vital actions of very part of the system.”
Testimonies, Volume 3, p. 69.

4 What are the three main parts of the brain?

a. The Cerebellum – this part is situated below and at the back, also known
popularly as the “tree of life”, and controls the equilibrium of various
parts. It regulates the general balance of the body. It also modifies the
extent of muscle contractions according to required needs. The lower part
governs the balance and the position of the head. The side parts are
responsible for the functioning of the muscles that counteract the effect of
gravity, and the upper lobe controls the voluntary movement of the body.

b. The Medulla – here we have the central nervous system with its
continuation in the spinal column, the terminus of the nerves. It receives
sensory messages and gives motor commands so that the organisms
function as a united whole. It is also the seat of the instincts, pleasurable
sensations and automatic functions such as the regulation of glands and
body heat, heartbeat, breathing, smooth functioning of the digestion and
metabolism etc.

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 c. The Cerebrum is the large part, covering the rest of the brain. It is the seat
of the senses – right hearing, smell, touch and taste. It is a well-known fact
that we do not see with the eyes only, but with the cerebrum. The latter is
also the centre of psychic and intellectual activity, of appetite, inclination,
habits, desires, sorrow, emotion and affection. As a matter of fact we
should not say, “I love you with all my heart,” but rather, “I love you with
all my cerebrum.”

5 How does Heaven communicate with man, and man with Heaven?
“The brain nerves which communicate with the entire system are the only
medium through which Heaven can communicate to man and affect his/her
inmost life. Whatever disturbs the circulation of the electric current in the
nervous system, lessens the strength of the vital power, and the result is a
deadening of the sensibilities of the mind.” Testimonies, Volume 3, p. 347.

6 How should we keep our mind clean?

Mental hygiene should be our main concern in regard to our reading, listening
and TV viewing. All have a positive or negative influence upon the mind.
Read in your Bible in this connection, Philippians 4:5. Our safety lies solely in
total submission to the working of the Holy Spirit.

7 What was one of the main results of sin?

“But the fall and its effects have perverted these gifts. Sin has marred and
well-nigh obliterated the image of God in man. It is to restore this that the plan
of salvation was devised.” Patriarchs and Prophets, p. 595.

This is why we must follow the example of Jesus in loving the sinners that we
meet because they are suffering. Their spirit is under the influence of Satan
and we must do all we can to save them. Most of the people with whom you
talk are mentally sick or disturbed without they themselves realising this. For
that reason you must be mentally strong and healthy in mind and body, in
order to radiate a positive influence for good. It all depends on how you as a
literature evangelist are feeding yourself mentally.

8 What is the basic cause of sickness?

“Satan is the originator of disease; and the physician is warring against his
work and power. Sickness of the mind prevails everywhere. Nine tenths of the
diseases from which men suffer have their foundation here.” Testimonies,
Volume 5, p. 444.

9 False and true methods of healing.

Unfortunately many psychologists and psychoanalysts wish to ignore these
facts because they believe in evolution or other erroneous philosophies. Their
facts are false. Their conclusions and their healing methods are likewise.
However, psycho-therapy exercised by converted men and women can be
most valuable. Jesus was certainly the greatest psychologist the world has
seen, casting our devils and evil spirits, healing all diseases of those who were
taken captive by the adversary.

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10 What do we know about motivation?
People have reasons why they buy and do not buy. There is the law of cause
and effect. There are reasons behind actions and reactions. If I drop an egg it
will break because of the law of gravity. Criminologists study the reasons
behind people’s anti-social behaviour. Why do they do what they do?
Publicity specialists study people’s buying reasons in order to arrive at the
proper and most attractive advertisements.

11 What is a buying motive?

A motive for buying is therefore a reason or purpose that urges the customer to
buy. It is quite clear that the literature evangelist cannot use dubious
procedures to sell his/her books. However he/she should study the motives for
buying and use them in an honest manner, which in itself is a condition of
success.

12 What motivates the human heart?

With very rare exceptions, people by nature are self-interested. In the entire
world and in all languages the word “I” or “me” seems to be the most
important one in the vocabulary. This is hardly a flattering statement, but it
corresponds to reality. You take for instance, a group picture with yourself in
the group. When you see it for the first time, for which person do you look
first? Be honest at this point.

13 Your interest or his/her interest?

The customer is king or queen. Priority must be given. Consider her interests,
her needs, her wants, her tastes, her pleasures, her comfort, her family, her
children, her friends, her profession, her religion.
Forget about yourself. Dale Carnegie wrote:

“You can make more friends in two months by becoming interested in other
people than you can in two years by trying to get other people interested in
you.” - How to Win Friends and Influence People, p. 76

14 Is it “I” or “You”?
The Literature Evangelist will need, in his/her canvass, to avoid as much as
possible, the word “I”, but he/she will often use the pronoun “you”. This is in
your interest. “You are right, sir.” “You have a beautiful home, madam.” “You
and your children will be very pleased with this set of books.” Always speak
in the term of “you”.

15 What are the five basic motives for buying?

a. Protection
b. Gain, profit
c. Education, knowledge
d. Entertainment, pleasure
e. Love

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16 Do these five motives apply to the buying of our books?
Yes, they do 100 percent.

a. They protect against religious error (message books). They protect against
disease (medical books with preventive medicine instruction). They
protect against juvenile delinquency (children’s books).

b. They give information on gaining eternal life (message books explain the
plan of salvation). They give the gain of good health (health counsel in
medical books). They give the gain of children with good characters
through our character-building children’s books.

c. They provide religious education and knowledge, health information and

character building education.

d. Children’s books can be offered as good, wholesome and character

building entertainment.

e. All books, religious, health and educational, can be offered as gifts for
loved ones on special occasions like birthdays, Christmas, or other special
annual happenings.

The wise and well-prepared literature evangelist knows how to apply these
five buying motives based upon benefits to the prospect arising from these
motives.

For instance, people can be encouraged to buy books for their children
because they love them, and the returning benefit will be happy children who
will love their parents for it. Past experiences have proved this to be true.

The same applies to the other motives in a similar manner. People may buy a
medical set for protection against disease. The benefit is better health after the
counsel is put into practice. They may buy a medical set to be ready for an
emergency (protection) and have the benefit of saving a life of a loved one
before professional medical help can be on the spot at an accident. The skilful
and alert literature evangelist will constantly study his/her books and
presentation in the light of these five major buying motives and apply them in
the work, highlighting at the same time, the benefits coming to the customer
when such a set of books is purchased.

17 How do letters of recommendation, testimonials and experiences fit into this

sales principle?
Very well. People are influenced by other people. While your work is
growing, accumulate testimonials from your customers or other literature
evangelists’ customers, also relate genuine experiences from your life and
others’ lives.

Make your demonstration practical. Your demonstration is the theory about

your books. Your testimonials and experiences are converting the theory into
practical and workable terms. It makes your theory come alive.

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18 Finally, some Spirit of Prophecy counsel which should never be forgotten:

a. Thorough knowledge is needed.

“Canvassers should thoroughly acquaint themselves with the books they

are handling and be able readily to call attention to the important
chapters.” Colporteur Ministry, p. 55.

b. Speak clearly about the merits (benefits) of your book.

“The canvasser who can speak clearly and distinctly about the merits of
the book he/she is introducing will find this a great help to him in securing
a subscription.” Ibid. p. 71.

c. Give information on the valuable instruction in your books.

“Tell the people that you have for sale books which give much valuable
instruction regarding sickness and disease and how to avoid them, and that
a study of this instruction saves much suffering and saves also much of the
money in paying doctor’s bills. Tell them that in these books is advice
which they cannot possibly obtain from their physician during a short visit
he/she makes.” Ibid. p. 90.

19 How to learn this skilful art in selling.

First of all let us emphasise that there is no short cut and never will be any.

a. You must study individually and constantly to improve your “product”

(book) knowledge in respect to what you are selling.

b. Fifteen minutes a day as a minimum time for studying and going through
the book you are selling. Restudy over and over again.
Never say, “I know enough.”
Relaxing on your part means decreasing your success.

“The canvasser should not rest satisfied unless he/she is constantly

improving.” Colporteur Ministry, p. 55.

c. Have frequent contact with your fellow literature evangelists and learn
from their success methods.

d. Attend all literature evangelist gatherings. Absorb the instruction given,

and reproduce it according to your own talents and gifts. Do not only
absorb knowledge in your brain storehouse, but take it from your
“storeroom” and put it into practice. You will never know if counsel given
works in your field until you have tried it.

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20 How to be a psychologist (the topic of this lesson).

Study human nature. Know man’s basic desires and fears. Be acquainted with
the reasons for buying. Study these reasons in relationship to the book you are
selling and see if these basic human buying motives are also valid reasons why
people should purchase your books.

Finally, always show people the benefits that will come to them or their family
when they purchase these books. This is a never-ending study and will make
literature evangelism very interesting and exciting. Test the contents of the
books you are selling in your own life and family. Relate the positive outcome
to your customers.

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 LESSON 3
PREPARING TO MEET YOUR PROSPECT
“The secret of success is
the union of divine power with human effort.”
Colporteur Ministry, p. 106.

A. SPIRITUAL PREPARATION

1. Why must we go and find our fellowmen with our publications?

a. Because they do not come to us. Jesus says, “Go”. (Matt. 28:19). We must
obey, as good soldiers in God’s army.

b. People do not know the value of our publications. Out in the country, in
the cities, on every street, in every home, there are souls who know
nothing of the soon return of the Saviour. We must go to them with God’s
last message, and urge them to secure our publications.

c. Everywhere there are honest souls in quest of light. “Many are on the
verge of the kingdom, waiting only to be gathered in.” – Christian Service,
p. 57

2. Are people aware of the necessity of possessing our publications?

No. We must first gain entrance to their homes, show them their needs, and leave
with them some publications that will help them solve their problems. Almost
every home is acquainted with sickness, or is faced with some spiritual or
emotional problem. Many people are troubled by present events, or concerned
over the future of the world. Others are harassed with inner conflicts. The
presence of a literature evangelist, the books and papers that he/she sells, can help
them find God and decide their eternal destiny.

3. Is success of the literature evangelist a matter of chance?

No. It must be brought about. It requires good judgment, perseverance, and above
all, prayer. Moreover, it depends quite a bit upon the manner in which the first
contact is made.

4. What quadruple preparation assures success?

a. Spiritual preparation
b. Mental and intellectual preparation
c. Physical preparation
d. Technical preparation

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5. Why must one be converted to sell our publications?
To be assured of divine aid, and to persevere. It is possible to sell all sorts of
objects without divine aid, but it is impossible to place our publications without
arousing the defiance of the forces of evil, without facing the opposition of Satan.
Before entering the work of God, men and women must be converted. Divine
power is necessary to overcome the power of the enemy.

“The reason why many have failed in the canvassing work is that they were not
genuine Christians.” – Colporteur Ministry, p. 48.

6. How will spiritual power be acquired?

“Those who will put on the whole armour of God and devote some time every day
to meditation and prayer and to the study of the Scriptures will be connected with
heaven and will have a saving, transforming influence upon those around them.” –
Ibid. p. 82.

“Humble, fervent prayer would do more in behalf of the circulation of our books
than all the expensive embellishments in the world.” – Ibid. p. 80.

Pray much and always –

a. Private, early mornings
b. Family worship
c. While you travel
d. Before you meet people
e. While you talk to people

7. Why is family worship a privilege?

Personal prayer is a power, family prayer a multiplied power. “More things are
wrought by prayer than this world dreams of.” The wife and children of the
literature evangelist must pray throughout the day for the success of the husband
and father who goes from home to home.

8. Which two books should be your main reading material?

a. Word of God, the Bible. Nowhere else can you get more spiritual
reinforcement. Especially study the life and service of Christ, our Lord.
b. The book “Colporteur Ministry”. It is spiritual but also very practical.

These two books must be your daily source of food.

9. Are we to pray with our prospects?

If the opportunity to do so presents itself, the literature evangelist should pray in
the homes of the people he/she visits. Thus he/she will exert a tremendous
influence. When the people read the books that they purchase they will remember
the man/woman of God who sold them the books.

10. Who accompanies the consecrated literature evangelist?

“Those who labour for the good of others are working in union with the heavenly
angels. They have their constant companionship, their unceasing ministry. Angels
of light and power are ever near to protect, to comfort, to heal, to instruct, to
inspire.” – Ibid. p. 110.

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B. MENTAL PREPARTION

11. Why is intellectual and mental preparation essential for the literature evangelist?
In order that he/she may become a master of his/her profession, the literature
evangelist must constantly grow intellectually and mentally by studying the art of
salesmanship, human psychology, sciences and contemporary events, etc.

“God requires the training of the mental faculties. He designs that His servants
shall possess more intelligence and a clearer discernment than the worldling, and
He is displeased with those who are too careless or too indolent to become
efficient, well-informed workers.”
- Christ Object Lessons, p. 333.

12. What do we know of the capacity of the human brain?

An average person possesses a brain that weighs approximately 1.36 kilos. It is
composed of some ten billion cells, each of which is capable of registering an
idea. Each one of them is capable of understanding, remembering and storing.

Unfortunately, most people only use a very small percentage of their possibilities.

This gives us an idea of the enormous capacity that God has given man/woman to
obtain the wisdom and knowledge that will help him/her to succeed in life.
However, amazingly few people manage to develop their mental faculties and to
use them to their advantage.

13. Why does the work of a literature evangelist call for a serious preparation?
Because the eternal life of the people that he/she meets is involved. A doctor
spends many years in study to obtain a diploma, in order to practice his/her
profession with competence. He/she must be qualified to be able to preserve the
health of his/her patients, and even to sometimes save their lives. The literature
evangelist, if well prepared, can also, with the help of God, save souls – not only
for a few years, but for eternity.

14. Which three parts must the literature evangelist constantly improve in regard to
knowledge?
a. Know your book and learn to know it better.
b. Know your work and learn to know it better.
c. Know your territory and learn to know it better.
If you think you can do with a status quo level, you will go down gradually.
Knowledge is power, but the power must increase.

15. What effect does a perfect knowledge of our profession have upon our profession?
It attracts respect and confidence. People like to deal with an enthusiastic man or
woman who knows of what they speak. They respect him/her and listen to
him/her. But they have not time for the man or woman who is unacquainted with
his/her trade.

16. In what things must we constantly make progress?

“The follower of Jesus should be constantly improving in manners, in habits, in
spirit, in labour.” Colporteur Ministry, p. 59.

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17. Why should a literature evangelist have a thorough knowledge of the contents of
the publications that he/she sells?
His/her knowledge of the contents of the publications that he/she sells gives
him/her enthusiasm, confidence and power. He/she must constantly re-read them,
and know ten times more about them than he/she tells his/her prospective buyer.
The well-informed literature evangelist can recite by heart whole passages of the
book he/she presents. He/she knows it well, for he/she has studied it carefully.
This permits him/her to be confident and brief, and to present arguments that
reach their mark. This requires time and work, but success if the reward.

18. How can a literature evangelist practice his/her canvass before appearing before
his/her prospective customer?
By first giving it to his/her family or friends and soliciting the advice of his/her
listeners, or by tape recording it and then criticising it himself/herself, in any case
the beginner must memorise his/her presentation, and then continue to study, to
practice, and to listen. Ask your Publishing Department Director or Area Manager
to practice before the video camera.

C. PHYSICAL PREPARATION

19. What is physical preparation?

The physical preparation concerns the health and the outward appearance of our
person, including the choice of clothing.
20. How is the body to be kept in good health?
By following the principles of healthful living that are taught in the Bible and the
writings of the Spirit of Prophecy; by conforming to the laws of health, all of
which will assure us a good physical and mental balance.

Avoid all extremism. Eat sufficient, varying your foods from one meal to another.
Drink enough water, breathe correctly, take the rest that is necessary and bathe
frequently. Fight against bad breath and body odour. People like to see others who
are clean, happy, and in good health. The latter is indispensable to success in
canvassing.

21. How is the outward appearance to be cared for?

Cleanliness is a form of courtesy. Hair must be well groomed; beard shaved daily;
hands and nails clean; the posture correct – head high, shoulders back, abdomen in
and feet together.

22. What are the rules of correct apparel?

a. The clothing must be of good taste, good fashion and fit, well ironed or
pressed.
b. The shirt must be clean and pressed, harmonising in colour. Not a sports
shirt.
c. The tie should harmonise with the clothing and be neatly tied. In tropical
areas, an appropriate open shirt is acceptable.
d. The shoes must be clean, and conservative in style.
e. Avoid too flashy handkerchiefs, insignia, fountain pens protruding above
the pocket, too-full pockets that deform the clothing.
f. The ladies must follow the fashion “afar off’, conservative dress and hair
style. They should seek to be elegant without recourse to cosmetics.

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 g. The Home Health Education Service uniform is strongly recommended.
Colours must harmonise. Nothing in the appearance of the literature
evangelist must distract the prospect.

“Untidiness in dress brings a reproach against the truth we profess to

believe.” Colporteur Ministry, p. 65.

“Clean clothing is a source of moral strength, second only to a clean

conscience.” (Author unknown)

23. What impression does a good outward appearance make upon the prospect, and
upon the literature evangelist?
A favourable impression, for it inspires confidence, makes for agreeableness, and
opens doors. Moreover, it gives the literature evangelist himself, confidence and
assurance.

D. TECHNICAL PREPARATION

24. How can good organization of work influence the success of the literature
evangelist?
It facilitates his/her task tremendously, saves time for him/her, permits him/her to
see more prospects. Learn to be organised. Do things when they need to be done,
especially your daily administrative work. Complete your day’s work, also in
reporting, before you retire for the night.

25. What is the importance of a daily program?

It assures to the literature evangelist the moments that are indispensable to his/her
spiritual, mental and physical preparation, as well as regular working hours, which
are one of the greatest factors of success. You have 24 hours each day to work
with, as your operating capital. Use these hours wisely. Have your daily self-
starter operating successfully. It is necessary to rise early, go to bed early, and be
on time. An American who has had good success in life said, “I owe my success
in life to always being 15 minutes ahead of time.” To leave for work early, and to
arrive on time at the place of work, is to have already half-won the day’s battle.

26. What other details are to be considered as part of the literature evangelist’s
preparation?
a. The briefcase – it must be neat and adequate. Inside it will have a place for
each thing, and each thing will be in its place so that whatever is looked
for can be quickly found. The contents should be arranged the evening
before. Your Publishing Department director will guide you in purchasing
the right kind of briefcase. Keep this tool in good order.
b. An address notebook – It is a precious auxiliary. In it are noted the names
of the persons absent, to be called on later, recommended addresses, and
all other useful data.
c. The pad of order records – keep it up to date.
d. Pencils or biros – at least two
e. Change in sufficient quantity – a lack of enough can sometimes result in
the loss of sales.
f. Credit card forms.
g. Enrolment blanks for Bible correspondence courses.
h. Free tracts for distribution

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 i. Literature Evangelist interest information pad – for passing on information
on contacts made for evangelistic follow-up visits.

27. What must be your attitude?

The greater part of the literature evangelist’s success depends upon his/her
spiritual, mental and physical preparation, and upon the organization of his/her
work. His or her attitude towards these must be on of constantly improving and
daily renewal.

“He who fails to prepare, prepares to fail.”

BE PREPARED FOR SUCCESS

Think, expect and act success. A multitude of divine promises for success in the
literature ministry are on your side.

28. What is the result of this four-point preparation program for the literature
evangelist?
It becomes a well-laid and square foundation upon which success can grow and
develop. It will be like a house built on rock, instead of on sand, able to withstand
rain and storm successfully.

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 LESSON 4

THE KNOW-HOW OF DEALING WITH OBJECTIONS

“100 objections do not destroy a big idea.” – Sylvertore de Sacy

1 What is an objection?
An excuse or a reason given by the prospect for not buying.
For instance: “I have no time to read.”

2 Why does the prospect make objections?

The human mind opposes all that is unknown, new or different, which it does not
understand, or which forms an obstacle or a hindrance. The objection becomes
some sort of a defence against the demonstration or presentation of the book.

For instance, when the prospect says, “I have no time to read,” most likely it is for
fear of spending money uselessly, or seeing on the bookshelves a book that is
never read.

3 Should we be surprised or become discouraged when people make objections?

The majority of people make objections. This reveals that there is an obstacle in
the mind of the prospect, or even maybe the expression of interest in a different
manner; the positive being expressed negatively in order to get more information
on why a favourable decision should be made.

4 How to handle objections.

An experienced worker is never short of answers. He/she will always have one or
more good replies in reserve. Either the literature evangelist sells his/her book, or
the prospect sells him/her their objections. In the process of trying to understand
the prospect, he/she speaks with tact, without discouraging or irritating him/her.

It would be completely wrong to come up with a reaction as follows:

Prospect (objection) – “I have no time to read.”
Literature evangelist (wrong answer) – “You should make the time to read.”
Or
“I am sure you lose lots of time on items far less important than this.” (wrong
answer)

These remarks may be correct but all truth is not always good or wise to be said.
The prospect will put himself in a position of defence. By all means avoid a
“duel” or argument.

In principle you should follow these methods –

i. Listen to all objections and do not interrupt the prospect. In some cases
you may even like to repeat the objection to show that you have listened
carefully and paid attention.
ii. Let the prospect be right or correct. Put the following examples into
practice:
a. Yes, that is correct; but don’t you think that…
b. I am happy that you have expressed this opinion, but you may also
have thought about his…

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 c. If I were in your place I may have had the same reasons, but don’t you
think that we could approach this problem as follows…
d. What you say is very interesting, but…
e. It is clear you have a reason. You are right, but don’t you believe also
that…
f. As you do, I have also often thought the same thing, but after thinking
it over very carefully I have come to the following conclusion…

iii. Agree first then answer the objection by proposing a solution.

iv. Transform the objection into a positive buying reason or motive.

v. Close your sales presentation with some strong reserve points.

The following example may illustrate this principle:
The prospect (objection): “I have no time to read.”
Literature evangelist (good reply): “Yes, that is true, we are all very much
occupied and our time is limited. I recognise the fact that it is impossible for
us to read everything that appears before our eyes. A friend of mine said the
other day that he has no time to read good books, only the best ones (smile a
little when you say this). I can guarantee that these volumes can be classified
among the best. When you have read them you will be happy that I gave you
this counsel. (At this moment it may be well to produce some testimonials
from satisfied customers). The material in these volumes is easy to read,
divided into short chapters, reads quickly, and is written for people who are
under pressure like you and me.

“I would appreciate your attention to the following…”.

(Now carry on with your canvass by drawing attention to a point of vital
interest and importance in your book. In order to do this you must have a deep,
page-by-page knowledge of your book. Experience and practice will increase
this day by day.)

5 How can we avoid objections?

When a certain objection is mentioned frequently it is better to answer it in your
canvass before it is aired by your prospect. For instance, the following objection
may be in the mind of your prospect: “I have no time to read.” During the
presentation the literature evangelist should say: “You will recognise with me, Mr.
Jones, that we don’t have much time to spare for reading. This volume is written
for people like you and me who are under pressure of time. It is divided into short
sections and chapters, easy to read, and it gives us a chance to get the maximum
into the minimum of time.” (Carry on with the normal canvass.)

In this way the literature evangelist has not given the prospect the chance to
present this objection but has already answered it before the objection was uttered.

In an area where Jehovah Witnesses and Mormons are often calling, people often
ask the question, “Are you a J.W.?” The literature evangelist could avoid this
question by saying the following:
“There are lots of people calling selling books containing strange doctrines. This
volume gives you the answer and enables you to answer these questions from the
Bible.”

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6 Should all objections be taken seriously?
a. The objection which is merely an excuse aims at embarrassing the
literature evangelist, to confuse him/her in a polite manner, or to hide the
real reason for not buying.
b. The serious objection reveals a real problem or difficulty why the prospect
cannot buy. Such an objection should inspire the literature evangelist to
help the prospect find a solution to his problem or difficulty.

7 What are the objections most expressed as some sort of an excuse?

a. At the door: “I am too busy.” “I have no time.” “I don’t buy.” “I buy
nothing at the door.” “I don’t need anything.” “That doesn’t interest me.”
Etc. etc.
b. During the presentations: “I have no time to read.” “I cannot read.” “I am
too old.” “We have lots to read.” Etc. etc.
c. At the close: “I have no money.” “It is too expensive.” “I would like to
think it over.” “Give me your address.” “I will write to you.” Etc. etc.

8 How to handle objections expressed as a simple excuse.

a. Some literature evangelists just listen and don’t react at all to such
objections but carry on with their presentation. The literature evangelist
takes it for granted that the prospect just wants to say something in order to
get more information about the book. The literature evangelist makes the
prospect forget the objection by giving more reasons to buy, producing and
playing with more buying motives.
b. Don’t pay too much attention. Reply briefly in a manner as explained
earlier in the lesson.

9 Is it possible that the objection is merely an excuse and hides a serious objection?
As a matter of fact there are two possible attitudes of the prospect.
a. The prospect makes objections. In the case where the prospect is sincere
and open the literature evangelist still has a good chance for success. It
allows him/her to carry on normally with the canvass and help to solve the
problem.
b. The prospect hides in silence of obscurity, negative arguments, or gives
objections merely as an excuse. In such a case you must not forget that the
prospect is in an unknown situation. He may be afraid of making the
wrong decision, for instance, not being able to accept delivery after the
order has been placed and signed for, or spending money for the wrong
thing and then receiving disapproval from relatives. Because of this the
prospect will try to get away from the literature evangelist either by hiding
in an attitude of silence and obscurity, or showing a negative attitude or
airing objections which are merely excuses.

10 How can we disclose what the real reason is behind a negative attitude on the part
of the prospect?
By asking direct questions. If you think that behind a minor objection or excuse
hides a major obstacle, with tact ask the following question –
“Is there any other reason in your mind for not accepting the offer of this
volume?”
“Do you have any other reason why you should not accept this service today and
help yourself and your family?”

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 Say this carefully, with tact, courtesy and respect, while you watch and observe
the prospect’s reaction.

For instance:
Prospect: “Let me have your address. I’ll write to you about it.”
L.E.: “With pleasure I would let you have my address (now lower your
voice and smile) but what other reasons do you have in your mind
for not being able to make a decision today, if I may ask without
creating an embarrassment for you? Thank you so much if you
could tell me.”

Prospect: “Eh…you know, it is the end of the month. I am a bit short of cash
at the moment. I wouldn’t be able to afford it right now.” (This
may reveal the real reason or be trying to dodge the issue.)

L.E.: “That’s not so bad, Mr. Jones, the same happens to me also. We
will be able to make an easy arrangement.” (Immediately present
your plan for payment on delivery.)

The literature evangelist now has been able to discover the true reason behind the
negative attitude and has been able to help the prospect to overcome the obstacle.
The same principle may bring forth other reasons and should be solved by
proposing a solution.

By asking questions tactfully, with courtesy and respect, in most cases you will
succeed in breaking through the barrier and reading your prospect’s mind. The
guidance of the Holy Spirit and your creative mind will help to provide a proper
solution to the prospect’s problem or objection.

11 How to overcome serious objections.

The serious objection must have proper attention. Under all circumstances you
must remain calm and look for a solution. The literature evangelist who is alert
continues studying the books he/she is selling in order to become more skilful in
overcoming objections successfully. The fact that the literature evangelist answers
objections from the book he/she is presenting creates confidence in the mind of
the prospect. We should never leave a genuine objection without a satisfactory
answer.

It is also recommended that experiences of other prospects be related and how

they found solutions under similar circumstances.
“Where there is a will there is a way.”

Examples:

Prospect’s objection: “I buy nothing before I ask my husband.”

L.E.’s answer: “Mrs. Jones, I do appreciate this very much. You can be honoured
for this attitude. I realise you are a united couple. However, this volume is of
special interest and in written for the ladies (providing this applies to the book you
are presenting). With this volume you have another practical tool in your work,
like your husband has his tools for his work. Here is the list of those who have
ordered. The deposit required for placing the order is not big. Most women give
this type of deposit to confirm the order.”

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 Or as follows: “The men often tell me, ‘These subjects are more interesting to my
wife.’ You act more or less as the doctor for your family, Mrs. Jones, isn’t that
correct? When you buy something in the interests of your family, I am sure your
husband has confidence in your good judgment. Just realise that the good and
practical counsel given in this volume may save you some money from time to
time.” (Have some experience on hand to prove this, even a life-saving
experience, because people knew what to do in moments of emergency.)

If you don’t succeed and you discover that the lady has a real interest but still
wants to consult her husband first, make a positive appointment to return and
demonstrate in the presence of the husband. In many cases literature evangelists
have doubled their sales by following up evening appointments.

Prospect: “I have to see my wife about this first.”

L.E.: “Fair enough Mr. Johnson, if this is the way you feel about it. Let’s
make an appointment to see you and your wife together. However, as
you see, this has many good points that would interest your wife. You
could decide to make her a present and in that case it is better to have it
as a surprise. That’s what I do with my wife and it gives more fun.”

12 How to answer objections at the door.

Be brief, tactful, and use sentences and words creating interest and curiosity in the
mind of the prospect. Remain courteous and polite under all circumstances.

Examples:

Prospect: “I am too busy.”

L.E.: “I like people who are busy. I will be brief. Only your interest in the
subject will keep me occupied in your home. Would you mind if I step
in for a moment while I explain?”

Prospect: “It isn’t of any interest to me.”

L.E.: “In your case I would say the same thing if I didn’t know what it was
all about. I am here in the interests of you and your family. It is of
great importance. Sure you wouldn’t mind if I step in for a moment
and use the corner of your table to explain. Thank you so much.”
(Make a move forward to suggest you would like to enter. Use tact and
courtesy, no force.)
Or: “I have the pleasure of presenting to you a plan which will save you
time, money and trouble. I am sure this will get your interest. If you
agree, I would be pleased to use the corner of your table. You still have
the privilege of saying ‘No, it’s not of any use or interest to me or my
family.’”
Or: “I don’t think you mean to say that you are not interested in anything
which will be of value re the protection of your health and life and that
of your family. Please grant me the courtesy of explaining, it won’t be
longer than it can hold your interest. Thank you so much.” (Make a
move forward.)

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 (If you still don’t get in you may have to try a presentation at the door,
which is not always recommended. You may also try to make an
evening appointment and suggest an audio-visual video
demonstration.)

Prospect: “I don’t need anything.”

L.E.: (Smiling) “That’s excellent Mrs. Smith, but I am afraid you are mixing
me up with somebody else. My visit is in the interest of something
important regarding your family and I am sure you wouldn’t like
missing the chance of knowing what it is. I doubt if I am imposing too
much on you if I ask you for the courtesy of giving me a few minutes
of your time while I explain, and the use of the corner of your table.
Thank you so much.”

13 What sort of objections do we get during the presentation?

They are many and varied. It all depends on the nature of your unit that you are
presenting – health, education, children, religion, books or magazines.

For instance: “We already have health books. When we are sick we call the
doctor, I don’t need books to educate my children. We have our own church and
that is sufficient. Is that book Catholic?”

Or general objections like – “I have no time to read.” “I cannot read.” “Since we

have TV my children don’t read.” “I am too old and I cannot read anymore.”

14 How to answer objections during the presentation.

a. If the objection is not really serious use the tactic as described earlier in
this lesson (ignore, listen and continue, or answer briefly and carry on with
your presentation.) The prospect will carry on listening to your
presentation, especially when you turn immediately to a very attractive
point or subject or illustration in your sales unit.
b. Quote cases in your experience with people where similar objections were
solved successfully.

Examples: Health books

Prospect: “When we are sick we call the doctor.”

L.E.: “That is correct, Mrs. Smith. This volume does not intend to replace
your doctor, but there are cases where the mother must act immediately
without having time to wait for the presence of the doctor. Any
moment of waiting may be fatal. For instance, your child is burned by
hot water or fire, or has swallowed something poisonous. Here is the
emergency section. It tells you in quick and simple language, what to
do while the doctor is on his way.” Use an actual event as an
illustration.

(After you have made this point carry on with your presentation or mention some other
attractive and important points from your sales unit.)

Illustrate with examples you know by experience or you have heard about. Let these be
factual and genuine.

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Children’s books.

Prospect: “Since we have TV my children don’t read anymore.”

L.E.: Quote an experience as follows:
“A lady told me the other day that her little child would not go to sleep before
11 o’clock in the evening. The child suffered from nightmares because of the
TV pictures disturbing the mind. The nerves became so bad that the doctor had
to be consulted.”

“You know as well as I do, what psychiatrists and educationalists

are writing in the papers re the results of one generation of TV. It is
recommended strongly, to have this piece of our home life under strict control
for the benefit of our children. That’s why many parents today are going back
to the old custom of reading the children a helpful and beneficial story, a
general story with a character building lesson, or even a simple Bible story
which has done so well for many thousands of years all around the world. I
have to believe that you would like to give the best, and do the best for the
character building and future training of your children. Isn’t that the case Mrs.
Smith?” (Proceed with the presentation or pull for the order by suggesting
your most convenient delivery plan.)

In using this rather long answer be impressive, sincere and make sure you can
complete the full statement to have the full impact of your words upon the
mind of your prospect. It is recommended having in your prospectus paper
clippings discussing or presenting the results after one generation of TV
operation. Make sure you don’t express yourself in words of condemnation for
having a TV.

15 How can we reduce to a minimum, the chances of getting objections at the

moment of closing the sale?
In order to do this it is necessary to –

a. Win the confidence of the prospect.

b. Make a good and attractive presentation.
c. Prevent the usual objections.
d. Exalt the value of your sales unit before you mention the price.
e. Show a list of previous customers.
f. Ask indirectly for a decision. Put the prospect in a “yes” attitude. Get a
minor decision before you pull for the final major decision.
g. Don’t allow a moment of silence after the price has been mentioned. The
prospect could profit from this moment and make an objection. Suggest
how to pay for the set of books.
h. Talk success. Quote success experiences of favourable decisions.
i. Have a positive attitude, assured that the prospect will buy.
j. Pray while you talk in order to have contact with divine power by which
influence only a favourable decision can be made.

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 16 What kind of objections are made during the close of the sale?
At this moment they are the most unwelcome. Objections may concern the
price, making of an immediate decision, family obstacles, etc. For instance: “It is too
expensive.” “At present we have other obligations and for that reason we can’t afford
it at this moment.”
“Let me have your address and I will write to you.” “Return another time.”
“I’ll think it over.” “I never buy without consulting my wife (husband).” “I buy my
books in the bookshop.”

17 How do we answer objections made during the close of the sale?

Prospect: “It is too expensive.”
L.E.: “If I were in your place, I might think the same, but I assure you that the
price is not more than other big things offered of similar nature. You know
we have reason for saying, ‘What is cheap is not always good, and what is
good is not always cheap.’ The price is the part you’ll forget the quickest,
but the book stays with you forever.’” (Then mention some good valuable
points on quality of production, illustrations, and other points which really
show that the price of the book is worth it.)

Prospect: “Let me have your address. I’ll write you about it.”
L.E.: “A lady told me the other day, when she first asked for the same as you,
‘After all, no, if I like it I can decide now and have it. If I don’t like it, I
won’t even take the time to write about it, and if I make the decision today
I will save on the delivery date.’ Maybe Mrs. Jones, you feel likewise,
don’t you agree?”

Prospect: “I’ll think it over.”

L.E.: “That is something I can appreciate Mrs. Smith, but may I ask you
a question? Don’t you think that this volume will be a blessing in your
home and give you good service?” (Observe reaction) “I can see that you
like it. Why not order today, even for a delivery date a little later than
usual when it is more convenient to you. This is a unique opportunity, and
won’t repeat itself so soon. For sure you will have much pleasure from it
when it is your own. Let me show you how other people have arranged
their orders and delivery dates.”

(Show your order pad and also present some other reserve point to
encourage in making a decision.)

Or: “Excuse me for not having been complete in my presentation. Is there

anything more you would like to know about which I may not have
mentioned yet? What point would you like to think over, if I may ask the
question Mrs. Jones?”

Prospect: “I prefer buying in a bookshop.”

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 L.E.: “We are the exclusive agents and these books are not usually
available in the bookshop because they need personal explanation
and presentation to make their value and use clear to the customer.
A bookshop does not have the time to explain the details of such a
volume as we have done. Therefore it is in your interest that such
specialised volumes are explained and presented in your home
giving you at the same time, the opportunity to ask all kinds of
questions re the contents and service. Don’t you like this
personalised service? Most people do.”

NOTE: The literature evangelist is recommended to ask his/her Area

Manager or Publishing Department director for other studies and
booklets in print re answers to objections, which are available.
Study these answers and memorise them. Also get in contact with
fellow workers and ask for their wisdom re answering objections.
Your success will be in proportion to your capacity for answering
objections. If you don’t answer objections you haven’t satisfied
your prospect that you are prepared for your task.

Keep studying. Keep improving. Treat objections as friends and

challenges, not as enemies and problems.

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 LESSON 5

GETTING IN STEP WITH YOUR PROSPECT

1 What are the different phases of a sale?
1 The approach
2 The introduction
3 The presentation
4 The conclusion

2 What is the approach?

The manner in which the literature evangelist makes contact with a prospect.

3 What is the introduction?

It is the literature evangelist’s behaviour and words he uses in presenting
himself to the prospect in order to gain attention from the prospect.

4 What is the presentation?

The actual demonstration of the book or magazine. This part must convince
the prospect of the importance of the book or magazine presented.

5 What do we understand by the “close” of the sales talk?

This is the art of leading the prospect towards making a positive and
favourable decision to purchase the book.

6 What should the literature evangelist try to know about the prospect before he
makes the real approach?
It is always helpful to know the prospect’s –
a. Name
b. Profession
c. Family Status
d. Something about the children
e. Religion
f. Any other relevant information

7 How can the literature evangelist obtain this information?

The literature evangelist may attempt to obtain this information from –
a. The telephone directory
b. Business directory
c. Newspapers (especially local ones)
d. Friends
e. Relatives
f. Neighbours and customers
g. Being observant while approaching prospect’s home

8 How is the approach made?

a. To approach the prospect with the most chances of success, the
literature evangelist should know, if possible, his name, his
profession, his family situation, his religion, etc. This makes it
necessary for him to inquire, and especially to observe.

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 b. Often people see the approaching literature evangelist from afar,
and are influenced by his manner of walking, and by the manner
in which he is clothed.

c. The knock on the door, or the ringing of the bell must be firm and
business-like.

d. When the door opens the literature evangelist should never enter
immediately, but should take a step backward in order not to
frighten the prospect. He should never give the impression of
wanting to make a forced entrance.

e. The literature evangelist should look straight into the eyes of the
prospect.

9 What first words can be said at the door? (Example)

“Good morning. My name is ….from Home Health Education Service, and I
am making a special visit today in the interest of the home and family. I’ve
just called on Mrs. Brown and Mr. and Mrs. Johnson and they really
appreciated the work we are doing for the home. My visit is only brief but it is
important. You wouldn’t mind if I stepped in for a moment to explain, would
you?” (After you ask, use body language to show that you expect to be invited
in.)

Ask your local Publishing Department director about other alternative

introductions. You should know several of them.

10 What to say after entering the home. (Introduction – example)

“I am sorry, I didn’t ask your name Mrs. ….?” And then, “What are the ages
of your children?” (This information to be asked with tact and courtesy.)
“Thank you Mrs. ….. As I said my visit can only be brief, but where would
you like to sit while I show you our service?”

Next a point of contact must be found, a sincere compliment must be made.

“You have a nice home, Mrs. Jones, wonderfully situated.” Or: “I admired the
pretty flowers in front of your house.” Or: “You have lovely children, and they
are well behaved.” Etc. etc. For the lady of the house (the prospect), the
literature evangelist is a stranger who must gain her confidence before he can
hope to obtain an order from her. In other words, the literature evangelist must
“sell” himself before he can sell his publications. This must not take long, but
it is an important part of the interview. In your point of contact talk about the
home, the family, the children or health. These are the items of personal
interest to the people.

11 How is confidence to be gained?

By courtesy. Courtesy in human relations is like oil in machinery. It keeps
down the friction. Read, study and apply 2 Chronicles 10:7. Be kind to people,
speak good words and please people.

“The manner in which the truth is presented often has much to do in

determining whether it will be accepted or rejected.” - Testimonies, Volume
4. p. 404.

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 Sales are made by being polite and not rude. A gentleman does not brutally
contradict the person with whom he is speaking, and does not present his
opinion as being better than those of others. What advantage is there in being
right if a sale is lost?

“One of the simplest, yet most effective methods of labour is that of the
canvasser evangelist. By courteous behaviour and kindness such workers may
open the doors of many homes.” - Colporteur Ministry p. 88.

12 What is the importance of the first impression made by the literature

evangelist upon the customer?
It is a determining factor throughout the entire time of the visit, favourable or
unfavourable. In a few seconds, prospects form opinions regarding their
visitor. They like him or dislike him. The way the literature evangelist speaks,
looks and acts can cause the prospect to purchase or not to purchase. A soul
may be saved or lost.

13 Must we love all those we visit?

Certainly. “If you love someone, that someone will love you.” You must not
make the mistake of dividing prospects into two classes: the likeable and the
unlikeable. Try to respect and love all the people you meet. They are all
candidates for heaven, souls for whom Christ died. Do your utmost to win
their respect and confidence, in order that you may persuade them to buy our
publications and thus acquaint them with our message. Love for God, and love
for people are the two ice-breaking and motivating factors for the literature
evangelist.

14 What happens when the literature evangelist knows how to make himself
likeable?
People are much more ready to listen to him, and do not present as many
objections to him. It is more difficult for them to say “no”, and easier to say
“yes”, when the literature evangelist attempts to persuade them to buy.

Most men have their wallet in a trouser pocket that is about 80 cm from their
brain, but only 40 cm from the heart. This is why their heart must be won
before their brain.

15 How can one succeed in touching the hearts of people?

By speaking to them of things that interest them or that concern them
personally. Jesus was a master in this art. It is thus that He proceeded with the
Samaritan woman. First, He spoke to her of water, and then about her eternal
salvation.

“Christ met the case of every class in the subjects and manner of His teaching.
He dined and lodged with the rich and poor, and made Himself familiar with
the interests and occupations of men, that He might gain access to their
hearts.” – Testimonies, volume 3, p. 214

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 Old and young alike loved the presence of Jesus. He was loved because He
loved. To win hearts He sought to avoid hurting anyone. The literature
evangelist must imitate the Master, acquaint himself with the interests and
occupations of men and women.

Examples: To show an interest in the children is to find the heart of the

mother.
Often the path to the heart of an individual is found by showing an
interest in his hobby or favourite object, pictures, flowers, dog, car,
house, or work.

16 How is one to speak to young people?

Young people like to appear older than they are in reality, and they are happy
when they are listened to. They consider themselves as very important
persons.

17 How is one to speak to elderly people?

Elderly people are just the opposite to young people. They like to be believed
younger than they are in reality, to appear active and useful, and to have their
counsel appreciated. Listen to them. Enter into their conversations, and tell
them about our publications in connection with something that they say.

18 How is one to deal with persons of different character?

First of all adapt yourself to them and try to reach all of them.
The talkative one – Listen to him a moment. This will help you know how to
proceed with him. Remember something that he says and use that something
in making your presentation. Always refer to something that he said.
The timid one – some people are timid and find it difficult to talk. Ask them
some questions in order to get them to talk and ask them if they have
understood what has been said. Their reply will indicate to you what
procedure to follow.
The impulsive one – with him it is necessary to be brief, to state the most
important facts, and to seize the first opportunity to close, for his decisions are
prompt and often final.
The irresolute one – give details. Do not hurry. Repeat certain points using
different words. His mind is undecided. A decision must be made for him. Be
firm. Act as though he has decided favourably.
The confident one – Speak to him clearly. Some points may have to be
repeated. Avoid anything that might lead to a misunderstanding. Ask him if he
has understood.
The sceptical one – Do not show surprise over his scepticism, but modify the
presentation in consequence. Compliment him on his carefulness and agree
with him wherever possible.
The opinionated one – people with ready-made opinions must be led to modify
their thinking. Give them proof of what is to their advantage. Quote some
passages from the book or periodical discussed. Say, “Perhaps you have
already thought of this.” Tell them about prominent persons who have bought
our publications and who have appreciated them.

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 Experience and study will teach the literature evangelist to adapt his procedure
to reach all sorts of people. He will do his best, remembering that success
smiles on those who prepare to obtain it. He will expect it and work hard to
achieve it.

19 What is the secret of winning souls to the gospel?

“He who would be a fisher of men must first put his heart on the hook.” – a
Swiss poet

When the path to the heart has been found by sincere Christian love, courtesy
and interest manifested in others, the sale is half made. Every person that the
literature evangelist meets lives on his own little island, in his own little world.
The literature evangelist cannot possibly make a sale over the water the
separates them. He must build a bridge and go to the island. How? Speaking of
Jesus, Mrs. White says:

“The Prince of teachers sought access to the people by the pathway of their
most familiar associations.” – Evangelism, p. 148

“Your success will not depend upon your great knowledge and
accomplishments, but upon your ability to find your way to their hearts.” –
Review & Herald, December 8, 1885

A bridge must be built before the presentation is made.

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 LESSON 6

ALWAYS IN ACTION
Objectives – Territory

“But the liberal deviseth liberal things; and by liberal things shall he stand.” Isa. 32:8

Other translations put it like this:

“He who is noble, designs noble plans, and he perseveres in his noble plans.”

1 What is indispensable in order to have success?

“Success in any line demands a definite aim. He who would achieve true
success in life must keep steadily in view the aim worthy of his endeavour.”
Education p. 262

Paul writes, “I press toward the mark.” (Read Phil. 3:12-14)

“The only treasure worth the effort to get it, is the aim you have in life.” –
Robert L. Stevenson.

2 Why aim high?

“Higher than the highest human thought can reach is God’s ideal for His
children.” Education, p.18

“Not all reach the same development or do with equal efficiency the same
work. God does not expect the hyssop to attain the proportion of the cedar, or
the olive the height of the stately palm. But each should aim just as high as the
union of human will and divine power makes it possible for him to reach.”
Education, p. 267

“The ideal to reach is like a star. We may not be able to reach it, but like the
sailors, we fix our route on the stars.” – Senegul.

3 Is it possible to reach an aim higher than we have set for ourselves?

“Remember that you will never reach a higher standard than you yourself set.
Then set your mark high, and step by step, even though it be by painful effort,
by self-denial and sacrifice, ascend the whole length of the ladder of
progress.” Christ Object Lessons, p. 331

4 What kind of objectives should the literature evangelist set for themselves?

a. Spiritual Objectives: Sanctification, to become Christ-like and

through Christ to reach eternal life. To be a sincere Christian, an example to
their family, his/her church, his/her neighbourhood, etc.

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 b. Family Objectives: To have a Christian family influence in the
neighbourhood, which becomes a witness to the power of God; to be a good
husband/wife; to give his/her children a Christian education; to have a pleasant
family life where angels feel at home and honour such a place with their
presence.

c. Work Objectives:
i) To aim at 5-10 applications for the Bible correspondence
courses per week.
ii) To win souls for Christ, praying and working that at least
one soul per year may be baptised as a result of his/her
contacts.
iii) To win new literature evangelists. The best promotion in
favour of the literature ministry is the literature evangelist
himself.
iv) Canvassing hours for door-to-door work. Don’t aim at too
low a number of hours, also not too high. Too low tends
towards laziness. Too high may mean you wear yourself out
too soon. Based on ten months work, totalling 44 weekly
reports of five days a week, the minimum working hours
for a literature evangelist should be:

1500 hours per year

150 hours per month
35 hours per week
7 hours per day

To reach a system of working a regular number of hours is one of the greatest

secrets of success. But he/she who has the strength and possibilities should aim
higher. Based on the law of averages, more hours worked means seeing more
people, and more chances to sell more books. Ninety percent (90 %) of literature
evangelists who have problems in their work could solve these by spending more
hours in the field on door-to-door work.

“God has no use for lazy men in His cause. He wants thoughtful, kind,
affectionate, earnest workers…Persons who have not acquired habits of close
industry and economy of time should have set rules to prompt them to regularity
and dispatch.” - Colporteur Ministry, p. 77

d. Sales Objectives - if you know the average sales per hour you
won’t have trouble setting yourself an aim for sales. This can be
fixed as a daily, weekly, monthly and yearly aim in sales. While
your work and experience grows, aim higher from year to year.
e. Demonstrations – it is the actual number of completed
demonstrations to prospective customers that will yield orders and
deliveries. The average number of demonstrations lies between 35
to 40 per week, for desired success. Ask your leader for more
information regarding this matter.

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5 How is it possible to attain these objectives?
By: a. Vision b. Love
c. Courage d. Determination
e. Perseverance f. Application
g. Enthusiasm h. Self-discipline
i. Self-criticism j. Methodical work
k. Prayer

a. Vision
What is vision? It is a fixed idea of the ideal you want to reach and a task you
want to realise.

“A vision without a task is a dream

A task without a vision is a duty
A vision with a task is the hope of the world.”
Source unknown

“I have not been disobedient to the heavenly vision,” said Paul. (Acts 26:16-
20)

b. Love
An artist who loves music spends his/her time and effort to become a master in
music and pours his/her whole soul and life into the practice of music. The
same should happen with the literature evangelist who loves God, his/her
neighbour and his/her work. Work becomes a pleasure, but when it is an
obligation without love, a means to gain money, it turns into drudgery.

c. Courage
The arch-enemy seeks to discourage the literature evangelist by all the means
and manner he can: refusals, opposition, failure, fatigue, debt, etc., etc.
The literature evangelist needs courage from heaven.
“Courage is the feat that makes his prayer.”
– source unknown
In other words, courage creates the spirit of prayer.

“Fear knocks at the door.

Nobody home, answers faith.”
- Quoted from Martin Luther King from ‘Power to Love’.

“The essential in life is not to conquer, but to battle with courage.” – Pierre de
Conbertine

“Failure is not the strength of a total loss, but the spur to push on towards
success. You need to accept this as a welcome lesson. If a person is able to
draw a lesson from failure, such a person is certainly on his way to reach his
aim.” – ‘Failures Fortify Strength’, Saint Exupery

“These days we attach a high price to success. But there is also much to learn
from failure. We learn from success and defeat - misfortune, but the lessons
learned from misfortune are more effective.” – Richard Nixon

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 “Where there is no wind, take the oars.” - Polish Proverb

“Know what you want. When you know it, have courage to say it; when you
say it, have courage to practice it.” – Clemenceau

d. Determination (willpower)
“Determination is the faculty of the spirit to decide an action, and the will is
the governing power in the nature of men, the power of decision, or choice.” –
Education, p. 289

e. Perseverance
“…..He perseveres in his noble plan.” Isa. 32:8
Will power creates perseverance. An objective is a stimulant to persevere.
Remember the exhortation of the apostle Paul: “For ye have need of patience,
that, after you have done the will of God ye might receive the promise.”
Heb.10:36 Patience equals, in the text, perseverance.
The best enterprises have met with defeat and failure for lack of
perseverance. Without this virtue the literature evangelist is ready to give up at
the first confrontation with difficulty. On the other hand, the one who has
perseverance meets with triumph and regularly obtains good success. A
literature evangelist once said: “Perseverance means to carry on when you are
tempted to give up.”

“To meet the highest standard possible, we need to be persevering and

determined.” – Counsels to Teachers, p. 505.

f. Application
There is no substitute for work. “Six days shalt thou labour and do all thy
work.” Exodus 20:9. This part of the fourth commandment is as important as
the part that speaks about rest. “Always active in labour”, was the slogan of
Voltaire. The same should be said of the person who wants to succeed.

“Labour is a great remedy for sickness and miseries which have many times
afflicted the human race.” – Thomas Carlyle.

The great artist Paderewiski declared: “Before I was a genius, I have been a
slave.”
Edison tried ten thousand times before he succeeded in inventing the electric
light bulb. “I have never made anything useful without continuous effort,” he
said.
God never blesses laziness, but labour, initiative and professional
conscientiousness.

“Let no one think that he is at liberty to fold his hands and do nothing. That
any one can be saved in indolence and inactivity is an utter impossibility.” –
Colporteur Ministry, p. 76

“Nothing but earnest, wholehearted labour will avail in the saving of souls. We
are to make our every day duties acts of devotion, constantly increasing in
usefulness because we see our work in the light of eternity.” Ibid.p.77

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g. Training, practice
Artists and sportsmen don’t reach top performance without hard training and
constant practice. Step by step, little by little they reach the summit of their
performance. Literature evangelists must not become discouraged if they don’t
have success straight away. Try over and over again. Don’t aim low (this will
lose interest). Don’t aim too high (this may tend to discourage). Adapt to your
own strength and power. By training and practice the literature evangelist will
develop and progress.

h. Self discipline
“Self-discipline is the root of all virtue.” – Smules
“He who masters himself is better than the one who conquers a city.” –
Solomon (from French)
“Strength of character consists of two things – power of will and power of self-
control.” - Counsels to Teachers, p. 222
Both of these must be brought under the control of the Holy Spirit to yield
success in the literature ministry.
A high aim demands self-sacrifice, effort and sometimes suffering.
Read 1 Cor. 9:24-27
For the same and even stronger reason, the literature evangelist must be willing
to make sacrifices to reach success in the literature ministry.

i. Self-criticism
The apostle Paul writes that “everybody searches his own soul.” (French
translation)
Without self-criticism there is no progress. “The road to perfection and all
progress is a continual process of self-criticism.” – Bockline
It is very easy for somebody who fails, to accuse others, territory, time,
publications, even the leaders. Blessed is the one who finds his/her own
mistakes, rectifies his/her mistakes and does better the next time.
“We shall have to criticise ourselves closely, and allow not one unfavourable
trait to remain uncorrected.” – Christ Object Lessons, p. 331

“Flattery is more dangerous than anything else.” – Seneque

j. Methodical Work
Much of the success depends on the method of work. There are good and bad
methods. Read Luke 9:51-56, and you discover the wrong method of
converting people. Then read John 4 and you discover the method Jesus used,
which is the way to true success.
Publishing Department leaders are instructed to teach proper methods of work
all over the world, however each individual literature evangelist must adapt
these principles to his/her personality and character.

“But while we present these methods of work, we cannot lay out an

undeviating line for everyone to follow. Circumstances alter cases.” –
Colporteur Ministry, p. 42

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 Methods must be adapted to –
i. The personality of the literature evangelist
ii. The prospect (1 Cor. 9:22)
iii. The publication (spiritual, educational, medical)
iv. Local conditions (city, country, language, mentality)
v. Time and circumstances (be alert, each case is different)
Methods are subject to changes and improvements.

“There must be no fixed rules; our work is a progressive work, and

there must be room left for methods to be improved upon. But under
the guidance of the Holy Spirit, unity must and will be preserved.” –
Evangelism, p. 105

k. Prayer
The best method or most perfect labour will be of no effect without God’s
blessing. “The blessing of the Lord maketh rich.” Proverbs 10:22 Without this,
all activity is in vain. (Psalm 127:1, 2). Pray and work, is the slogan of God’s
servant.

“To our canvassers, to all whom God has entrusted with talents that they may
co-operate with Him, I would say: Pray, oh, pray for a deeper experience. Go
forth with your hearts softened and subdued by a study of the precious truths
that God has given us for this time. Drink deeply of the water of salvation, that
it may be in your hearts as a living spring, flowing forth to refresh souls ready
to perish. God will then give wisdom to enable you to impart aright. He will
make you channels for communicating His blessings.” – Colporteur Ministry,
p. 80

Prayer and labour are like the oars of a rowboat – you must use them together
in order to move forward, otherwise you go around in circles.

6 What is the aim of the Advent Movement regarding the world field?
To preach the gospel and Advent message according to the commission
described in Revelation 14:6. To visit each town, city, village, hamlet and all
families. The Publishing Department is organised to help attain this aim, and
not in a minor manner.

“And in a large degree through our publishing houses is to be accomplished

the work of that other angel who comes down from heaven with great power
and who lightens the earth with his glory.” – Colporteur Ministry, p. 4

The literature evangelist is a part of this harmonious mosaic of gospel

preaching. Every worker occupies his/her place in this universal proclamation
of the last message for this hour.

7 Who suggests territory to the literature evangelist?

The Area Manager or Publishing Department director knows the territory, its
needs, possibilities, and also how the territory has been worked in the past.
He/she is the best person to suggest territory to the literature evangelist. For
that reason the literature evangelist should follow the director’s suggestion.

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8 Why is it not correct for a literature evangelist to work in a territory that is not
his/her suggested territory?
In the work of God, only proper order should exist. 1 Cor. 14:40
The literature evangelist should not work outside suggested territory. If this is
done it will result in confusion and unnecessary problems for literature
evangelists and customers.

9 Why is it a must to have a proper territorial work plan before the actual
visitation in the territory commences?
The good literature evangelist does not work haphazardly, according to
impulse, or on the spur of the moment. As a good “general” he/she studies
his/her territory by making use of maps or street directories, and formulates a
workable strategy in order to reach everybody in the most effective and
economical manner. Such a plan should fit a whole year, for each season and
every day. He/she should have a plan for regular visits to magazine subscribers
and customers for books introducing new publications and at the same time
visiting a good number of new people also. Such a plan is also highly
productive for the baptism of souls from literature evangelist contacts.

10 Where should the literature evangelist have his/her residence?

Preferably within or close to the territory he/she works. In case some parts of
his/her territory are far away he/she should leave early in the week and return
at the end of the week. This will help him/her to work a good number of hours
and also use the evening hours profitably. Sales will also increase
substantially. A Monday to Thursday week.

11 Why must the Literature Evangelist work his/her territory systematically?

a. He or she is responsible for all the people in his/her territory to give them
an opportunity to accept the message through the printed page. Not only
should he/she visit his/her regular customers but everybody in each home,
office, industry or wherever he/she may be able to find people and is
allowed to visit them.
b. He/she will lose less time, energy and money when he/she works his/her
territory systematically. There is also less chance of missing out in visiting
certain people if a proper system is put into operation to work the assigned
territory.

12 Is it preferable that a literature evangelist always works in the same territory?

Generally speaking, yes, it is preferable that the literature evangelist regard
his/her territory as his/her parish. He/she has a chance to create regular
customers, to make friends with the people, and follow up their interest. But as
a good missionary, he/she must always be ready to move to new places if
suggested by the committee, to plant the truth in new fields.

13 What is the advantage of having customer files in a filing box?

This allows the literature evangelist to remember exactly all customer
information such as name, address, family situation regarding children etc.,
and also to record special things such as marriage, birthdays, sickness, death,
etc., which books were purchased, spiritual conversation and questions asked,
Bible studies given, enrolments in Bible courses.
All this helps in making new contacts and will help to provide the minister
with information needed for follow-up Bible study work or public campaigns.

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14 When should we visit the people?
Generally speaking, when it is most convenient for the people. For instance,
we should avoid visiting farmers during harvest time, when they are very busy.
It is better to wait until harvest is over, or for a rainy day, or maybe early in the
morning. In industrial areas not many people are home during working hours.
Such families need to be visited in the evening. And visit offices and
businesses in the daytime. This may even double your sales.

In warm areas you should respect the siesta time, which people may take, and
which may also be good for you, and then work later in the evening to make up
for time lost during the siesta.

We adapt our work to the circumstances of the people, not the reverse, for this
won’t work. The diligent literature evangelist always works in such a manner
that he/she sees the maximum number of people in the most favourable time.

15 What do we do when we find people are not home?

Put these home numbers in a book and return later. They are sometimes your
best prospects. Because they are often out of home they do not meet many
salesmen/women and are more favourable to approach. They may also have
more purchasing power because many people who are not at home during the
daytime have two reasons for being out. They are either earning extra money
(housewives) or spending money that they have earned. So be sure you meet
them sometime later. Ask the neighbours if they can tell you when they will be
home.

16 When you arrive in a new place who should you visit first?
It is recommended taking a telephone directory and looking up the names and
addresses of the most important and influential people; town mayors, police
commissioners, heads of schools, and that type of person. If, particularly in
small places, you have success with such personalities you may have good
success with other people also.

17 How to work in villages.

Quickly, without hesitation, systematically, one street after another.

18 How to work in a city.

Street by street, as in a village, or block by block. If you have great apartment
buildings use the elevator direct to the top floor and work from the top to the
bottom floor.

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 LESSON 7
THE PRESENTATION
1 Why is a good presentation necessary?
To gain the favour of the prospect and to obtain their attention. If you enter a
house and simply say, “Good morning, I would like to sell you some books,”
you might not make more than one sale out of a thousand calls. Why? People
will not be interested in your books because they are not aware of a need.

2 Why is it necessary to first open the mind of the prospect?

The human mind naturally opposes that which is new to it or that which it
does not understand. The prospect must be persuaded to act.

Example: Water cannot be poured into a closed jar. The lid must first be
removed. Likewise open the mind of your prospect before giving him/her a
presentation.

3 How can the mind of a prospect be “opened”?

By pointing out a problem. By asking a question to capture his/her attention.

Examples:
i) To sell children’s books, or books on education, speak, by way of
introduction, of juvenile delinquency. Show the consequences of bad
company or bad reading. Then present our good books that illustrate
the consequences of bad company, and of bad reading. Then present
our good books that support conscientious parents in their efforts to
give their children a good education. Be careful and not strong with the
juvenile delinquency approach.
ii) In presenting religious books, you may speak of the alarming situation
in the world, using, if necessary, big headlines from newspapers and
adequate illustrations.
iii) When you present publications on health, you may call attention to the
fact that most families heavily burden their budgets with medical
expenses – not to mention the time lost by the patient, whether an adult
or a child who misses work or school. You may also say that many
people are sick because of a bad diet, etc. These procedures open the
mind and eyes of the prospect to their needs and to the problems
confronting them. They were first unaware, now they are ready to
listen. The lid of the container has been removed! Find out beforehand
what type of health problems are prevailing in the community. Be sure
such problems are discussed in your health books.

4 What basic questions must be answered in your demonstration?

a. What is it? Not only paper, ink and cloth for a binding, but your book
renders a valuable service to the family.
b. Why should the prospect purchase the book? Give benefits.
c. How can the book be used when it is in the home?
Demonstrate in a practical manner, and give practical examples.

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 You will be able to make it easy to answer these questions in your
demonstration if you yourself have firsthand practical experience in the
use of the book in your own life and family. Relate your personal
experience with the book you are selling to the customer. Next use
experiences of other customers with that type of book.

5 What are the twelve rules of an ideal presentation?

i. Speak to the whole family together. If one member of the
family is not in the room in which you make your presentation,
you may miss your sale when he/she arrives, therefore, very
tactfully arrange to have all present when you present your
book. Then you will be able to open their minds and speak of
their needs. Aim at joint attention and decision.
ii. Hold your book quite close to your prospect (with its text and
illustrations turned toward him/her) so that he/she may be able
to read it. The sense of sight is one of the most direct and most
powerful means of opening the mind. Try to have all the
members of the family in front of you. You can influence best,
those who can see your book clearly.
Do not neglect a single person when you make your
presentation to a group. It is important that the eyes be fixed
upon the part of the book about which you are speaking. Use
your pen to point out what you say, thus the people will both
see and hear.
iii. Speak distinctly. The ear is another means of opening the mind.
Your speech must invite your prospect to listen to you. A
defective diction can divert attention. Distracted, the prospect
thinks of something else. When you speak, be vivid and clear.
An agreeable voice eases the task. William James says, “What
gets your attention determines your action.” Your words, if
well chosen and well spoken, will create pictures in the mind of
your prospect.
iv. Ask pertinent questions. Have your prospect participate in the
interview. To know what he/she thinks ask him/her questions.
Avoid being too authoritative and too positive. People might be
offended. To question is better than to affirm.
Example: “Mr. Thomas, when a man dies he goes into the
grave. I know it is so.” (Such as assertion “overwhelms”.) It is
better to say: “Mr. Thomas, have you ever thought of what
happens to a man when he dies?” (A question “catches”.)
Every time you ask a question you draw your prospect into
conversation. He/she is near you and you cause him/her to
think. This method wins friends and increases sales.

“Jesus presented himself as one thirsting for a knowledge of

God. His questions were suggestive of deep truths which had
long been obscured yet which were vital to the salvation of
souls.” The Desire of Ages, pp. 78-79

v. Make the prospect’s mind work by following a well-defined

plan aimed at a definite goal.

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 Know where you are going. Avoid everything likely to cause
confusion of mind, every idea likely to turn the prospect’s mind
away from the subject. The human mind follows best that
which is logical and clear.

“When a minister gets the ears of the people, he should go from

point to point, as far as possible leaving these points
unencumbered with a mass of words and petty details. He
should leave his ideas before the people as distinct mileposts.”
– Testimonies, volume 2, p. 544

Example: If you are selling a medical book you can say to

your prospect that there are four reasons why it should be of
interest to have such a service:
a. It is easy to consult and contains hundreds of vital subjects.
b. It is very helpful for it shows how to prevent illness and
explains what to do in case of illness or accident, or while
waiting for the doctor, particularly in the case of an
emergency.
c. Its print is clear. Its illustrations are well chosen.
d. It is sold as a special and personalised service.

Naturally it is necessary to develop and explain these points.

People must understand the succession and reasoning of these
points. They are ready to follow you after you have finished
with the first point and they know what object you aim to
reach. But, to make a good presentation you must prepare a
good presentation.

vi. Cite testimonials or sales experiences. People are interested in

what others think and say. They are influenced by testimonials
of others – especially those of prominent people.
Sometimes the Literature Evangelist can obtain a letter or
statement of appreciation from a satisfied customer and show it
to his/her prospects.
A literature evangelist can also tell about sales experiences
of his/her own, taking care to avoid exaggerations – be genuine
at all times.

Example: “Perhaps you know Mrs. Thomas? She has told me

how much this book has done for her home. Here are her own
words. ‘My Bible has become a new book for me since I have
read this book of yours. It helps me so much in my
understanding of the Bible.”

vii. Show how to use the books. Your prospect wants to know how
to use your book in practical living. If it is a medical book
proceed as follows:

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 a. Show the table of contents. If, for instance, the
prospect suffers from rheumatism, show him/her
how to find the page dealing with this ailment.
b. After finding the passage indicated, say: “Here you
have all the practical advice concerning your case.”
You may even mention one item of advice but be
sure to leave your prospect hungry for more. Never
explain everything to him.

viii. Anticipate objections. The better the presentation the fewer the
objections. Moreover, objections can be anticipated. If some
objections have arisen almost automatically, try to refute them
before they are advanced. Prevention is better than cure.

Example: You are selling a religious book. Your prospect is

likely to make the following objection. “We have the Bible and
that is enough for us.”

But the skilful Literature Evangelist anticipates this objection

and, before it can be made he/she says: “This wonderful book
must not take the place of the Bible, but it will help you to
better understand and better appreciate the Bible”, and then
he/she will quickly pass onto the next point. (In lesson 4, other
details on how to answer objections will be found.)

ix. Be brief. We are living in the space age. People have little time.
A long presentation is apt to provoke impatience or to be
interrupted (by a telephone call, visitors, children etc.) The best
literature evangelists attribute a great measure of their success
to the brevity of their presentation. But every sentence must be
to the point. The sales arguments must succeed each other
without useless fill-in between them. If for instance, you are
interrupted by a telephone call that distracts your prospect’s
attention, try to return to your subject immediately after the
close of the conversation by taking the initiative in speaking.

x. Be Sincere. There must be a certain tone in your voice and a

certain look on your face that says: “This is very true.” If what
you say is believed it will be of great weight. Do not
exaggerate, and do not tell unlikely things.

xi. Make a personal presentation. Do not preach to people but

address them personally. They like to be called by their name.
Say it four or five times during the course of the interview,
especially when you ask a question.

Example: “Don’t you think Mrs. Jones, that it is better to

prevent sickness than to heal?”

This gives your presentation a personal turn. It brings you

closer to your prospect, and sustains his/her attention.

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 xii. Be enthusiastic. Emerson once said: “Without enthusiasm, man
is a mere statue.” Nothing good or great or enduring has ever
been accomplished without enthusiasm. Without enthusiasm,
even the most splendid attainments have little value.

6 How can we put enthusiasm into the work of literature evangelism?

First of all by thorough preparation; by having an objective and striving to
reach it; by giving ourselves entirely to our task. It must be an integral part of
our lives.
This enthusiasm, born of a deep conviction as to the value of our
publications, is magnetic. It will command attention, facilitate sales, and lead
souls to take their stand for the Master.

7 How can we maintain a high degree of enthusiasm?

a. By keeping ourselves in a perfect spiritual, mental and physical condition.
To be spiritually enthusiastic, we just drink deeply every day from the
springs of living water and have, by faith and prayer, a more abundant life.
Through study of God’s Word, the mind of the literature evangelist will
acquire knowledge and understanding. His/her moral perceptions will be
quickened and will bring him/her profound peace and great assurance.
b. To cultivate his/her enthusiasm the literature evangelist must also take care
of his/her body. Enthusiasm requires energy therefore the literature
evangelist must eat properly and take his/her necessary rest at the proper
time.
c. Enthusiasm develops with practice. Success must be believed in, thought
of, and talked with the members of our own families, and with all with
whom we come in contact. We are influenced by our own thoughts and by
our own actions.
d. One of the most powerful aids to enthusiasm is the certainty that the angels
of heaven are at our side, working with us in co-operation with the Master
for the salvation of souls.
Jesus said: “Lo, I am with you always, even unto the end of the world.”
(Matt. 28:20)

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 LESSON 8
BE A GOOD ADMINISTRATOR
Time – finances – report
Relationship with your leader

1 What is expected of a good administrator?

That he/she is loyal, worthy of confidence, honest, conscientious and strict. “It
is expected of administrators, that they are loyal.” (1 Cor. 4:2 – from a French
translation, Synodale version.) The Greek word “oilonomos”, which is used,
indicates somebody who directs the affairs of a house of business, the steward
who takes care of the business of his/her master to whom he/she is
responsible.

2 Which definition could we give for a literature evangelist?

“Every canvasser should be truthful, honest and faithful. How many souls
might be saved from temptation, and how much sorrow might be avoided if all
our workers were trained to be as true as steel to principle.” – Colporteur
Ministry, p. 95.

This shows a literature evangelist is supposed to be truthful, honest and

faithful.

3 What have all servants of the Lord received?

Jesus teaches us through the parable of the talents (Matthew 25:14-30), that
all God’s servants have received one or more talents to develop – life, health,
strength, time, material things, intellectual capacity, gifts in the realm of the
artistic, psychic, and spiritual, etc. The talents represent –

“All gifts and endowments, whether original or acquired, natural or spiritual.

All are to be employed in Christ’s service. In becoming His disciples, we
surrender ourselves to Him with all that we are and have.” – Christ Object
Lessons, p. 328.

4 How do we have to use our talents?

“The talents, however few, are to be put to use. The question that most
concerns us is not, how much have I received? But, what am I doing with that
which I have?” – Ibid. p. 329

“God will accept only those who are determined to aim high. He places every
human agent under obligation to do his best.” – Ibid. p. 300

“God gives the talents, the power of the mind, we form the character.” – Ibid.
p. 331.

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 A. TIME

5 What is the value of time?

“The value of time is beyond computation. Christ regarded every moment as
precious, and it is thus that we should regard it. Life is too short to be trifled
away. We have but a few days of probation in which to prepare for eternity.”

“Of no talent He has given will He require a more strict account than of our
time.” – Ibid. p. 342.

6 In regard to the accomplishment of our activities, what order should we

follow?
Certain activities have priority over others. The spiritual come before the
temporal (Matthew 6:33; Mark 6:31; Luke 10:38, 42).
Prayer comes before work, and so does work before pleasure. But there is a
time for everything (Eccl. 3:1). Wisdom is revealed in having a good balanced
program. (Eccl. 8:5)

7 How does the enemy of souls try to pervert in our mind, the value of time
which has been given to us?
“Time is short; the enemy will make every effort to magnify in our minds
matters of lesser consequences, and to lead us to regard lightly the very work
that most needs to be done.” Colporteur Ministry, p. 38

8 What is the working capital of all literature evangelists?

About 50,000 – 70,000 working hours are available to men/women from the
moment he/she enters into activity until he/she retires. This capital becomes
less and less with the remorseless passing of the hours, one by one.

“Time is money.” This is always true for the literature evangelist. His/her
profit is in direct relation to the time he/she spends with his/her prospects. If
somebody would work only one hour per day more he/she could gain up to
10,000 hours by the time he/she was forty (provided that he/she started at a
young age). If these hours were converted into money value they would
represent quite a substantial sum of money.

9 Why do we have no time to lose?

a. Time is more precious than money. It should not be wasted.
b. Time is short. The end is near. We have to warn a world in trouble.

“Tremendous issues are before us. We have no time to lose. God forbid that
we should allow minor matters to eclipse the light which should be given to
the world.” – Colporteur Ministry, p. 120.

c. He/she who wastes his/her time will lose his/her reward in the end.
“We have no time to lose. Important work is before us, and if we are
slothful servants we shall certainly lose the heavenly reward.” – Ibid. p. 8.

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 10 How can we redeem the time?
Ephesians 5:16
“We are admonished to redeem the time. But time squandered can never be
recovered. We cannot call back even one moment. The only way in which we
can redeem our time is by making the most of that which remains, by being
co-workers with God in His great plan of redemption.” – Christ Object
Lessons, p. 342

11 How can a literature evangelist increase his/her working hours?

a. Rise early in order to start the day as early as possible.
b. Make use of the evening hours when people are at home.
c. Work all the time – rain, snow, storm, heat. Eccl. 11:4
d. Work on public holidays if the law of the country permits.
Adventists do not celebrate Sunday. If you cannot work on Sundays, use
this day for your administration, preparation, or to move to other territory.
e. Cut down on travel time. Organise travel time more economically,
especially in regard to deliveries.

12 How is it possible to lose or gain time?

Lose Time Gain Time

a. Believe that a watch is a bad, modern invention. If you
have one don’t look at it. There is no need to be on time.
b. Be too late. Do not take your appointments seriously,
believe that the people waiting for you need you, so they
can wait. Make sure your delays are regular and justified
by “good excuses”.
c. Do not work when you do not feel like it. One day a bit
more, the next day a bit less. Time will have its revenge on
all who work without it.
d. Have disorder. You will lose precious moments when
you have to look for items you need.
e. Be forgetful. You need time to look for items you have
forgotten which are sometimes lost forever.
a. Be conscientious in regard to the value of time.
Work with your watch. Keep your watch well
regulated. Measure the time for all activities.
Eliminate everything that is waste.
b. Be punctual. Punctuality is the politeness of kings
and also of God’s workers. Rather be five minutes
too early. Only unforseen reasons should cause you
to be late.
c. Work a regular number of hours every day, every
week, all year round. Organise the use of time and
stick to it. The law of averages is in your favour.
Then you will have regular success.
d. Have the habit of having everything in order. A
place for everything and everything in its place. Then
you will find quickly everything you need.
e. Exercise your memory. Make a note of everything
that is important. Don’t rely on what you have
written down. Use both your memory and your notes
effectively.

f. Be undecided and hesitant. The morning is for rising to
visit the first house and see your prospect. Your work will
be a continuous torture. The delays and hesitations will
make the angels tired.
g. Let yourself be distracted and daydream. Take life easy.
Most people who live by this philosophy have never
arrived at anything.
f. Be decided and prompt. Know what you want, act
vigorously, diligently, energetically. You are on the
way to being ahead of your watch. Heaven will be
with you.
g. Use your leisure time for something profitable.
When you have to wait, use this time reading or
seeing somebody.

h. Do tomorrow what you can do today. Tomorrow is h. Never do tomorrow what you can do today. Be a
another day and will still be there. You stand a good person who always completes what he has started.
chance of accomplishing nothing. You will produce more and people will start to
depend on you.

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i. Make long presentations and long canvasses. If you
cannot convince them you may tire them out.
j. Let yourself be robbed by the thieves of time. There are
many – the armchair, unnecessary talk, useless reading,
devastating radio TV programs, spending time in the sports
stadium, certain games, being in low spirits, laziness.
i. Gain time by short canvassers well memorised.
Each word and sentence should count and have
value. Do not spend too much time with your
prospects. Come to a close and leave. In this manner
you will see more people with success.
j. Have healthy leisure activities, recreation which
gives you new strength, contact with nature, modest
sport, art that elevates your soul, good literature,
useful hobbies, constructive undertakings, good
fellowship.

Napoleon Bonaparte declared, “It could happen to me to lose a battle, but it could never
happen to me to lose time because of negligence or laziness.”

B. FINANCES

13 What is the purpose of money?

“As faithful stewards we are to use it for the honour and glory of God…All we
possess is the Lord’s, and we are accountable to Him for the use we make of
it. In the use of every penny it will be seen whether we love God supremely
and our neighbour as ourselves.” – Christ Object Lessons, p. 351.

“Money has great value, because it can do great good. In the hands of God’s
children it is food for the hungry, drink for the thirsty and clothing for the
naked. It is a defence for the oppressed, and a means of help to the rich.” –
Ibid. p. 351

14 What is money if it is not used properly?

“But money is of no more value than sand, only as it is put to use in providing for
the necessities of life, in blessing others and advancing the cause of Christ.” –
Ibid. p. 351

“Hoarded wealth is not merely useless, it is a curse. In this life it is a snare to the
soul, drawing the affection away from the heavenly treasure.” – Ibid. p. 352.

15 Which principle should be applied by all workers for God?

A very strict economy.

“There are persons who practice self-denial in order to give means to the cause of
God; then let the workers in the cause also practice self-denial by limiting their
expenses as far as possible.” – Colporteur Ministry, p. 99

Jesus gave an example in economy when He instructed His disciples as follows:

“Gather up the fragments that remain that nothing be lost.” John 6:12. In spite of
the fact that we live in a time of affluence, the literature evangelist must practice
economy, he/she must avoid unnecessary expenses in regard to his/her daily life,
his/her travel and other expenses while away from his/her family.

16 What is the foundation of a sound administration?

Independent economy. To be without debt and have a little reserve for a rainy day.
Keeping proper accounts. Have a good bookkeeping system of income and
expenditure, receipts and bills to be paid.
Work on a budget system, weekly, monthly and annually. This will provide for
estimated income and expenditure.

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 W.R. Beach gives the following definition of a budget: “Budget is what it must
say to a ten dollar note, not where it has gone, but where it will go.”
Periodically making a balance in order to find the financial status – gain or loss.
More receipts than expenditures. Live within your income. Do not spend more
than you earn. Rather spend less.

17 How should a literature evangelist divide his/her income from his/her sales?
a. Tithe. Because all blessings are from the Lord, we depend
on God for life and its maintenance, therefore tithe is the first
thing which needs to be taken care of. It should not be delayed to
the end of the month or year, not even to the end of the week. A
daily separation of tithe is the best plan for the literature
evangelist and safeguards against future tithing problems.
b. From his/her income the literature evangelist must separate that
amount which he/she needs to purchase a new supply of books. If
he/she uses this for his/her private expenses he/she will kill
his/her work right there and then. It is against Spirit of Prophecy
counsel to use money which is needed for a new supply of books.
See Colporteur Ministry, pp. 94-95. The denomination cannot
appoint distributors in the colporteur ministry who are not regular
and faithful in paying for their supply of books. The cash system
is the best. It is more advantageous for the literature evangelist
and safer for the Publishing House or ABC.
c. The third part is for the literature evangelist and his/her family.
From this part he/she fixes a budget for the various family
expenses including freewill church offerings.

18 What does the family budget include?

Source of income
From book sales
Special discounts
Other income (wife may work, garden produce, bank interest etc.)

Expenses
Freewill church offerings
Tax
House Rent
Daily living (groceries, maintenance, electricity)
Clothing
Education of children
Professional expenses (car, transport, being away from home for some days, etc.)
Medical
Insurance
Vacation
Furniture expenses
Savings
Sundries

“Those engaged in work that calls for the handling of money should keep a strict account
of every penny received and paid out. The education in accuracy thus gained will fit them
for greater usefulness.” - Colporteur Ministry, p. 94.

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Study very carefully in ‘Colporteur Ministry’ the chapter on the literature evangelist and
his/her finances and follow this Spirit of Prophecy counsel. (Chapter 14)

19 What has the Spirit of Prophecy to say regarding debt?

“Some have brought themselves and their families into most distressing
circumstances through poor management in book canvassing. They have run into
debt and have borrowed money of men not of our faith.” – Colporteur Ministry, p.
97

“All must practice economy. No worker should manage his/her affairs in a way to
incur debt. The practice of drawing money from the treasury before it is earned, is
a snare. In this way the resources are limited, so that labourers cannot be
supported in missionary work. When one voluntarily becomes involved in debt,
he/she is entangling himself in one of Satan’s nets which he sets for souls.” –
Colporteur Ministry, pp. 93-94.

20 What are the dangers of being engaged in sidelines?

It is strongly suggested that the literature evangelist not be involved in sidelines
such as selling books from other publishers or sundry articles. Some have been
tempted to do so because it seemed an easy way to earn extra income. This is a
move of the arch enemy to distract the worker for God from his/her main
objective.

“With the work of scattering our publications and advocating the truth some have
mingled scheming, buying and selling. This makes a bad combination.” – Ibid. p.
97.

21 Why should a literature evangelist prosper financially?

Because God has a blessing for the ones who are faithful (Prov. 28:20), at the
same time multiplying the goods He has given. (Matt. 25:20, 22) A literature
evangelist who will endeavour to put into practice proper salesmanship principles
and has a good system of administration, is bound to meet with success. At least
he/she will not lack what he/she needs provided he/she is industrious, not lazy,
and does not indulge in a life of secret sins.

C. ADMINISTRATION - REPORTS

22 Why is reporting important?

In all business enterprises, reports, bookkeeping and statistics are of great
importance. In a way they are the thermometer which indicates the real situation
of the business.
There are business organizations requiring daily reports from their representatives.
Our Publishing Department and Area offices are important branches of the Lord’s
work. They are not only based on a spiritual foundation but they should be
managed in a businesslike manner. For these reasons it is quite normal to request
from our distributors to submit weekly reports containing their various activities
for that week, as requested by such a report.

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 The Publishing Department director and Area Manager needs that information
also, so that he/she can learn about the work of the literature evangelist, if he/she
is progressing and if help is needed. The Division and General Conference all
have a keen interest in these reports and depend on them to formulate reports for
the various organizations they represent, and committees and boards that are
interested in these reports as well.

23 How to fill out the weekly report

This instruction is given at a Training Seminar or by the Area Manager.

The following three points are basic principles –

a. Faithfulness. The office expects to receive truthful reports reflecting the
real picture of the literature evangelist’s activities.
b. Exactness. The report must be readable and each figure in its correct
column. All additions should be correct. It is strongly recommended
making daily reports and not waiting until the end of the week.
c. Completeness. All questions on the report should be answered completely.
All are important and have a reason, also the extra mile service items on
literature evangelist missionary activities, and last but not least, souls
baptised as a result of literature evangelist contacts and activities. This is
often neglected, but is still the most important part of the report. Books are
sold to wins souls for Christ.

24 When to mail the report or take to the Unit Meeting.

First of all, regularly and punctually, immediately after the close of the week. If
you do not work on Fridays, mail it Friday in the first mail, or no later than the
Sunday mail. Many find Thursday night best.

D. RELATIONSHIP OF LITERATURE EVANGELIST AND PUBLISHING

DEPARTMENT LEADERSHIP

25 What should be the attitude of the literature evangelist towards the Adventist
organization?
The Advent Movement is based upon Bible and Spirit of Prophecy instruction and
upon decisions taken in meetings of representatives from all over the world and
the General Conference. In spite of the fact that we recognise imperfections, the
Adventist organization presents sufficient guarantee to invite a positive support
and attitude by prayer and active collaboration. All its workers, including
literature evangelists, are expected to be loyal.

26 What should be the nature of the relationship between the literature evangelist and
their leaders?
In verbal and written form the literature evangelist has regular contact with the
Unit Leader and/or Area Manager, Publishing House, church pastor and other
church leaders. These relations should always be –
Brotherly and friendly, full of attention and kindness.
(Rom. 12:10; 1 Peter 5:5; Phil. 2:2-4)
Marked with due respect, as it is required of somebody who
works with his/her leader.
“Obey them that have rule over you and submit yourselves; for they watch
for your souls as they that must give account, that they may do it with joy,
and not with grief for that is unprofitable for you.” Heb. 13:17

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 Leaders are responsible to God and to the various committees to apply the
policies for the development and smooth running of the Lord’s work.
Loyal. Confidence and trust are necessary for a fruitful collaboration.

27 What will be the reward of faithful service?

“The Lord renders to every man his righteousness and his faithfulness.” 1 Sam.
26:23
Matt. 25:21, 23. The men who have been faithful in little things (limited human
talents and imperfections), will receive much when Christ returns (eternal life,
talents which will develop without end, and other indescribable rewards).

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 LESSON 9
THE VOICE THAT SELLS
1 What is speech?
It is the audible communication of thought. It is possible to communicate by
signs and by writing, but nothing takes the place of speech.

“Of all the gifts that God has bestowed upon men, none is more precious than
the gift of speech. If sanctified by the Holy Spirit, it is a power for good. It is
with the tongue that we convince and persuade; with it we offer prayer and
praise to God; and with it we convey rich thoughts of the Redeemer’s love. By
a right use of the gift of speech the canvasser can sow the precious seeds of
truth in many hearts.” – Colporteur Ministry, p. 70

2 What can a good orator do?

A good orator can create pictures and living scenes in the minds of his/her
listeners, move hearts, awaken consciences, arouse to action. Speech is one of
the main avenues to the human mind. Almost always the great leaders in
politics, industry, business, and religion have been men capable of expressing
themselves with great skill.

3 What obligation rests upon the one who presents himself/herself before an
audience?
The obligation of expressing himself/herself correctly. We live in the century
of television and radio. People are accustomed to hearing well-trained
speakers possessing clear, persuasive voices. A good voice holds the attention.
A faulty voice tires the listener.

4 Can the voice be improved?

Some men with serious speech defects have succeeded by persevering efforts,
in overcoming their speech defects and have become powerful orators. The
great “silver-tongued” orator, William Jennings Bryan said: “The ability to
speak effectively is an acquirement rather than a gift.”

5 How is speech produced?

Breath is the basis of words. It is essential to breathe deeply, to bring into play
all the muscles of the abdomen in order to properly fill and empty the lungs.
The lungs and the thoracic cage form the bellows whose wind is carried by the
bronchia and the trachea onto the lower vocal cords.
The air makes the vocal cords vibrate, and these cords produce a sound that is
the voice. The multiple modifications of the spoken and articulated language
result from the variations of the vocal cords, the various resonances of the
pharynx, nose, and mouth, and from the muscle play of the area: tongue, lips,
etc. The vocal apparatus is, very exactly, a resonance tube.

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6 What is revealed by an articulation test?
To speak effectively and with good articulation requires effort. Two different
men were asked to present the same talk to different groups. The first speaker
spoke with the greatest of care, and spoke clearly and distinctly. Those who
had listened to him were then asked how many of them remembered the
presentation. The second man was likewise asked to speak. He spoke poorly.
Those who had listened to him were also asked what they remembered of what
they had heard. When a comparison was made between the two speeches, the
second presentation was shown to be 50 percent less effective than the first.
Why? Because the pronunciation was mediocre.

7 What would be the efficacy of a gospel worker who would speak without
possessing the art of speech?
“If he attempts to speak to the people without knowing how to use the talent of
speech, half his influence is lost, for he has little power to hold the attention of
a congregation.” – Gospel Workers, p. 87

In the case of a literature evangelist who attempts to speak to people without

first learning how to use the talent of speech, we have only a one-half worker.

8 What is said of Jesus as an orator?

“Never man spake like this man.” – John 7:46

“He made truth beautiful by presenting it in the most direct and simple way.
His language was pure, refined and clear as a running stream. His voice was as
music to those who had listened to the monotonous tones of the rabbis.” – The
Desire of Ages, p. 253
9 What are the elementary rules of good speech?
a. Know what you are going to say. Organise your thoughts, write them out,
analyse them, then present them in a logical sequence.
b. Try to visualise in your own mind the things that you want to describe. If
you speak of a river or lake, a house, a book, a happy family, try to see
them in your mind. This will help you to speak of them clearly.
c. Speak sufficiently loud. The volume of your voice must comfortably fill
the room in which you speak. Do not lower the volume of your voice at the
close of your sentences. This is a common defect very disagreeable to the
listeners.
d. Vary the tone and the volume of your voice. This is more interesting for
the ear, and you will be neither monotonous nor tiring. A thought that is
profound requires a change of measure in your voice. Raise or modulate
your voice according to the thought that you present.
e. Watch your pronunciation. Listen to radio and television speakers and to
teachers and ministers. If you are in doubt regarding the pronunciation of a
word, consult the dictionary. Ask your friends to correct you if your
pronunciation of a word is wrong.
f. Do not speak too rapidly. About 150 words a minute is sufficient.
Punctuate your speech with pauses. They are as important as the words
that you pronounce. They give your listeners time to think about what you
have said, to assimilate it, and to prepare themselves for what is to follow.
A literature evangelist who speaks too rapidly does not give his/her

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 prospect any opportunity to enter into discussion or even to say that he/she
is interested in what he/she is hearing.
g. Articulate carefully. Speech requires the use of your tongue, lips and jaws.
h. Put warmth into your voice. Speak to people with your heart full of
Christian love. They will feel by the tone of your voice that you love them.
Do not allow yourself to be affected by external appearances. Look at all
men as though they were all good.
i. Look at your prospect. We reveal our sincerity not only by our voice, but
also by a look that is frank and pure. If you look at your prospect you will
be able to see his/her reactions.
“Jesus watched with deep earnestness the changing countenances
of His hearers.” – The Desire of Ages, p. 255
j. Avoid mannerisms. Mannerisms such as tapping on an object with the
fingers or a pencil or with the feet, reveal nervousness, and can be very
distracting or irritating to the prospect. Avoid consulting your watch in the
presence of your prospect.
k. Make your presentation with pleasure and enthusiasm. Use only natural
gestures to emphasise your thoughts.

10 What is the gift of speech for a literature evangelist?

Words are one of the literature evangelist’s basic needs, the same as are tools
for a workman. He/she must, therefore, choose his/her expressions judiciously,
fashion his/her sentences with care, speak clearly and with feeling.

11 How can the literature evangelist exercise his/her voice?

a. By reading aloud every day for ten minutes. In the Bible and our books,
there are choice passages that are excellent for helpful exercises of this
type. The literature evangelist should let him/herself become imbued with
the meaning of these passages. He/she can quote some brief extracts to
his/her prospect if he/she reads well. The way in which the literature
evangelist reads can distract and annoy his/her prospect or, on the
contrary, gain his/her interest and favour.
“By diligent effort all may acquire the power to read intelligibly, and to
speak in a full, clear, round tone, in a distinct and impressive manner. By
doing this we may greatly increase our efficiency as workers for Christ.” –
Christ Object Lessons, pp. 335, 336
b. By recording a reading that he/she has made aloud. Then he/she should
listen attentively to it and criticize it carefully, giving attention to
punctuation, volume, modulation, speed etc. He/she should also ask a well-
qualified person to suggest improvements that he/she could make.
c. By reading works on the art of speaking. He/she should make notes and
underline important passages. He/she should also put into practice the
advice given.

12 What should be the chief use of the gift of speech?

To glorify God and save men, but never to flatter one’s pride. What a
wonderful gift is the gift of speech! The gift of pronouncing words – good
words – correctly and effectively! For us who are soldiers in the army of the
Lord, such words are our swords.

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 LESSON 10
BE AN EVANGELIST
“Do the work of an evangelist.” 2 Tim. 4:5

1 What is an evangelist?
A person who carries the gospel, the good news. (Read Acts 21:8; Eph. 4:11; 2
Tim. 4:5.)
The word “gospel” means “good news”, and is from the Greek word,
“euagellion”. Read Luke 2:10; Matt. 9:35; Rom. 1:16; Matt. 24:14; Rev. 14:6-
7.

2 What is the present role of the evangelist?

In some places the title “evangelist” is given to persons who feel that they
have a definite call to the ministry but have not been able to follow a complete
theological training and study. They are accepted for direct soul winning under
this title. In other places the title is given to ministerial trained persons at a
theological college who are devoting their entire time to public ministry and
not so much to pastoral church duties. In general, an evangelist can be called
somebody who is an ‘itinerant’. He/she operates everywhere. Take the
example of Philip in Acts 8:4, 5, 12.

“The extra ordinary speed like wildfire (faith of the Christian in apostolic
times) brought the light in all corners of the world, by the so called preachers,
the witnesses who arrived everywhere by faith. This was without any doubt
the great task of the evangelist.” – A. Westphal, Dict. Encycl. De la Bible p.
381.

3 Which are the seven methods of evangelism used by the Advent Movement?
a. Public evangelism, mission and campaigns for large groups of people.
b. Personal evangelism in the homes of the people giving Bible studies and
thus leading them to Christ.
c. Sabbath School evangelism. Friends and relatives of Sabbath School
members attending the Sabbath School are in this way introduced to the
message.
d. Literature Evangelism. This makes the message known through the printed
page, from small books to large sets of books demonstrated personally
from home to home and wherever possible.
e. Medical evangelism, from the most remote little clinics to our large
medical institutions.
f. Youth evangelism, from the Cradle Roll to the University, in all sections
of education formulating lives aimed at service for Christ.
g. TV and Bible correspondence courses evangelism. – J.J. Japagnanam,
‘Christ Centred Salesmanship’, p. 20.

4 What does the Spirit of Prophecy say regarding the literature ministry as a
means of evangelism?
“Let the canvasser remember that his work is evangelistic in its nature, and
that God wants those whom he meets to be saved.” – Colporteur Ministry, p.
37.

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 “The canvassing work, properly conducted, is a missionary work of the
highest order and it is good and successful a method as can be employed for
placing before the people the important truths for this time.” – Ibid. p. 6.

“If there is one work more important than another, it is that of getting our
publications before the public, thus leading them to search the scriptures.” –
Ibid. p. 7.

5 What is the ideal way of working for the literature evangelist?

He/she has to work in harmony with the high standard of his calling and aim at
the realisation of the following objectives –
a. To give a Christian witness re his/her experience with Christ.
“Speak to this one or that one of the love of Jesus. No sooner is the name
of Jesus mentioned in love and tenderness than angels of God draw near,
to soften and subdue the heart.” – Ibid. p. 112
b. To save souls for eternity. The saving of souls must never leave the mind
of the literature evangelist.
c. To sell as many books as possible, on the best and most favourable
conditions, with a delivery date as soon as possible. To place books in the
families is the colporteur’s means of direct evangelism and lasting
evangelism around the clock after he/she has left the family where books
have been delivered.
d. To encourage each buyer to become a reader of the books.
e. To make of every reader of his/her books a personal friend and regular
customer. Book of the month/quarter plan will support this, regularly
taking new orders for delivery from the same customers.
f. To encourage his/her customers to recommend the books to other people.

6 What are the benefits of literature evangelism?

a. A great number of people will accept the message as a result.

“God will soon do great things for us if we be humble and believing at this
feet…More than one thousand will soon be converted in one day, most of
whom will trace their first conviction to the reading of our publications.” –
Ibid. p. 151.

b. Remote and nearby places can be reached. Many people living in these
areas would never have the opportunity of learning the message. (Isa.
52:7)

“This message can go where the living preacher cannot go.” – Ibid. p. 6

“Our publications can go places where meetings cannot be held.” – Ibid. p.

8

“By the canvassing work the truth is presented to thousands who otherwise
would never hear it.” – Ibid. p. 8

c. Literature releases a permanent action: “Words are taken by the wind,

what is written remains.”
Sometimes it creates a bomb explosion by delayed action.

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 d. Often books go from one hand into another, and in this way the results are
like a chain reaction.

e. Literature is the means of confirming the message in the hearts and minds
of the people.
“The silent messengers that are placed in the homes of the people through
the work of the canvasser will strengthen the gospel ministry in every way;
for the Holy Spirit will impress as they read the books, just as He
impresses the minds of those who listen to the preaching of the word.” –
Ibid. p. 101

f. The literature ministry is a very economical way of evangelism. It gives to

a great number of our church members the opportunity to develop their
talents in selling Adventist literature, to earn a living, and at the same time
win souls to Christ. This gives joy to the workers and prospects who are
obedient to the call of God.

7 What are the principal means used by the literature evangelist in the operation
of evangelism?
• Daily work from door to door –
a. Books, brochures, magazines, tracts and pamphlets given away, lent or
sold.
b. Talks on religion with his/her customers.
c. Prayer in the home with his/her prospect.
d. Inviting people to church or public meetings.
e. To enrol his/her customer in one of the correspondence courses.
f. Giving Bible studies, short readings while canvassing, or special studies
with customers over the weekends.
g. It is important to also carry a ‘Literature Evangelist Customer Interest
Information’ pad and pass this information to the church pastor or church
Interest Co-ordinator.

• Special days in his/her yearly program.

To have special days for only working with message books, or message
magazines and in this way concentrating on finding religious interests. For
instance, a colporteur could decide to spend one day a month in working only
with ‘Your Bible and You’, ‘Today, Tomorrow and You’, or the ‘Bible
Reference Library’ (Five volumes of the ‘Conflict of the Ages’ series).

• His co-operation with the church Pastor or public evangelist.

a. A good understanding and co-operation based upon the two-way (visa
versa) principle, is necessary between the literature evangelist and the
pastor or evangelist.
“The press is a powerful instrumentality which God has ordained to be
combined with the energies of the living preacher to bring the truth before
all nations, kindreds, tongues and people.” – Colporteur Ministry, p. 100
b. Both kinds of workers can help each other in their ministry. One can help
to get people interested in Bible studies and attending meetings. The other
in providing names/addresses of people interested in reading the message.

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c. Sometimes the pastor/evangelist can accompany the literature evangelist
from door-to-door thus acquainting himself with the work of the literature
evangelist and finding interests for Bible studies directly.
d. The literature evangelist can be asked to render service in public meetings
thus supporting the work of the pastor/evangelist.
Wherever this co-operation exists it results in more souls baptised and
made ready for the coming of the Lord.

• Taking part in group canvassing, or literature evangelist mission

outreach programs. Each field is supposed to conduct such programs
twice a year, or more according to Division Committee action.

“Canvassing campaigns are to be organised for the sale of our literature,

that the world may be enlightened as to what is just before us.” –
Colporteur Ministry, p. 84-85.

Such campaigns are organised by the Area Manager or Publishing

Department director. A group of colporteurs goes to a new place, or
wherever we have only a small group of members. The campaign
concentrates on working the whole territory, looking for interests where
message books can be placed, where people are interested in the Bible
Correspondence School, where people can be invited to attend public
meetings or church services, and where the pastor can be introduced to
start home Bible studies. Such campaigns are very beneficial for the
literature evangelist in higher sales, more soul winning interest, and
building the spiritual level of the church in that area because it creates a
missionary spirit, and for the pastor of that area who receives direct
interest for Bible study follow-up work.

• Taking part in church missionary programs. Because the literature

evangelist is accustomed to meeting people, and door-to-door work, he/she
will gladly take part in church activities, of that nature and help others to
learn to be successful also.

Where possible he/she will take part in the following church activities:
a. Door to door work (in most churches on Sabbath afternoons).
b. Big Week literature program (Missions Extension).
c. Appeal for Missions
d. Campaigns for Bible correspondence course enrolment.
e. Special visits to hospitals, prisons, etc.
f. Welfare or Community Service visits.
g. Church choir ministry and mission work.

However, it is understood that because the literature evangelist is already a

full-time worker, and also has a family to support, and has to be away from
home so often even in the evenings, he/she should take part in the above
activities only if they do not harm his/her own work or his/her
responsibilities towards his/her family. A healthy balance between the
various activities needs to exist.

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8 What are the dangers the literature evangelist must guard himself/herself
against?
a. Never having a spiritual talk with his/her prospect.
This attitude results from fear of losing the interest of the prospect in the
book the literature evangelist is demonstrating. While it is true that we
have to prepare the territory with medical and educational/children’s
books, it is not correct to lose our missionary spirit and spirituality. At
certain times it is necessary to offer the customer solid food in a message
book, and think about the fact that we also have to sow, to plant, to water,
and to harvest. It would be very serious to lose souls for lack of this spirit
and desire, in the work of the literature evangelist. The literature evangelist
must guard himself/herself against this danger and never become a plain
bookseller or businessman/woman. It may be well to read from time to
time Ezekiel 3:17-21.

“Golden opportunities occur almost daily where the silent messenger of

truth might be introduced into families and to individuals; but no
advantage is taken of these opportunities by the indolent, thoughtless ones.
Living preachers are few. There is only one where there should be a
hundred. Many are making a great mistake in not putting their talents to
use in seeking to save the souls of their fellow men.” – Colporteur
Ministry, p. 84

b. Losing time in speaking too much about religion. This extreme is also a
danger. Before everything the literature evangelist is called to place books
in the homes of the people he/she is visiting, not to try to do the work of
the pastor. Those who spend too much time in talking religion with the
people do not sell sufficient and soon get into financial difficulties. They
become discouraged and leave the work. It is best to be in the middle of
the road. The literature evangelist must make a living without neglecting to
enlighten the souls he/she is making contact with. All that has been said
should be put into operation wisely and with intelligence. He/she may read
a portion from the Bible if the need is there, but if there is interest in real
Bible studies, he/she should make an appointment for over the weekend or
introduce the church pastor or a qualified, trained lay evangelist for this
purpose. It may be well at this point of the lesson, to turn to chapter 15 of
‘Colporteur Ministry’ and take special note of pages 101-103.

9 What to do in order to be evangelistic.

a. Complete consecration to God. Matt. 6:6; 10:38, 39
b. Be conscious of the lost state of souls and have a desire to lead them to the
cross. Rom. 9:1-5
c. To go out in search of souls to be saved. Acts 10:38
“Then pray and work, work and pray, and the Lord will work with you.” –
Colporteur Ministry, p. 81
d. Establish such a contact that creates an atmosphere that the visit paid is of
great importance. This gives the literature evangelist the moral right to
visit everywhere even in high circles with people of great importance and
high responsibility. They are ambassadors of Jesus Christ. 2 Cor. 5:20
e. By the use of certain words, let the prospect have a feeling of his/her
spiritual, moral and physical need. Our publications carry positive

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 solutions to fill these needs and answer problems of that nature. Open their
mind, create a need, and fill that need. John 4:10
f. Make our canvass evangelistic, and touch the heart of your prospect. This
is your work. The best demonstrations are the ones that make the mind
captive, the ones which are short, and lead directly to a successful close.
Acts. 2:37. Speak to their hearts first, not to the mind. Most people suffer
from lack of love, sympathy and sincere compassion. See Mark 6:34.
g. Conclude by keeping in mind the aim of your visit. Pray to God for
guidance while you are talking to your prospect. You will learn here and
most surely later, that the decision is not only in favour of the purchase of
that book that you have canvassed, but also in favour of their salvation. 1
Thess. 5:17.
h. After the sale ask yourself the following questions:
- Is there a spiritual interest here?
- Can I try a spiritual talk? (If positive make a few
spiritual remarks.)
- Can I invite these people to church or a public
campaign?
- Can I pray with these people?
- Is it wise to ask them to take the Bible Correspondence
course?
- Would it be a benefit to them to read something from
the Bible?
- Could I suggest that they have a visit from our church
pastor?
i. Continue to pray for your customers and see them again. Prepare for the
next visit and what you should offer. Put information on your customer file
card, and their name on your customer prayer list. The next visit will be
easier because you have all this information and your constant prayers on
their behalf have prepared the way.

10 Can we have an evangelistic presentation for a medical book?

Sure. It is possible to slip in something spiritual. For instance:
“Look, Mrs. Jones, how marvellous the Creator has made our bodies!”
or
“The Creator has put in nature, plants for our benefit to cure our diseases and
even prevent sickness!”

When saying this, observe your prospect’s reaction. If the reaction is positive,
you have a sign that you can introduce a spiritual book and carry on
spiritually. If the reaction is negative do not insist.

11 What other methods are practical to make your work spiritual?

Have a message book included in your medical set. Give some ‘Signs of the
Times’ as free literature when books are purchased. This will create spiritual
interest in many cases, as has been noticed in the experience of many literature
evangelists around the world.

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12 Is it wise to offer spiritual/message books to people who do not show any
interest in medical or educational books?
Yes, certainly. Even in cases where you may think that the people are not
religious. After they have refused the medical or children’s books you cannot
lose anything more by offering them a spiritual book. Colporteurs have even
succeeded in cases like this, in taking orders for a spiritual set. You never
know what is in the minds of people.

13 Which books in particular, give light to the soul?

Special effort must be made to put message books into the homes of the
people. It is easier to sell medical and educational books. The Spirit of
Prophecy gives us the following counsel:

“Let there be an interest awakened in the sale of these books. Their sale is
essential for they contain timely instruction from the Lord. They should be
appreciated as books that bring to the people light that is especially needed
now. Therefore these books should be widely distributed.” – Colporteur
Ministry, p. 130
“The book ‘The Great Controversy’ I appreciate above silver and gold, and I
greatly desire that it shall come before the people. While writing the
manuscript of ‘The Great Controversy’ I was often conscious of the presence
of the angels of God.” – Ibid. p. 128

“My brethren and sisters, work earnestly to circulate these books. Put your
hearts into this work, and the blessing of God will be with you. Go forth in
faith.” – Ibid. p. 126.

Read Romans 1:16, 17

14 What should never be neglected even in the case when literature is not
bought?
To leave a free tract or offer enrolment in a Bible correspondence course, or to
invite them to one of our public meetings, if one is being conducted in that
area. Who knows, this may be the last opportunity or invitation this soul will
ever receive here on earth. Even this type of seed may bear fruit. Eccl. 11:6

15 In case a spiritual talk develops, what should be the attitude of the literature
evangelist?
According to our Lord’s counsel, we should be wise as serpents and harmless
as doves. Matt. 10:16

16 What are the danger points to be evaded during a spiritual talk?

a. To endeavour to talk about items or subjects which will create mockery.
Matt. 7:6
b. To impose upon the prospect your own point of view. James 3:14-16
c. To argue and dispute with words and expressions. Prov. 20:3, 1 Tim. 1:4.
It is much easier to close your prospect’s mouth and win an argument than
to open his/her heart. To be right at all costs may lose a sale and even a
soul.

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 d. To avoid saying things which the prospect cannot comprehend, or which
are not strictly Biblical, because they are Adventist expressions. 1 Cor.
14:8, 9, 19.
e. To say too much at the same time. For instance, to explain the whole
message during one visit.

17 How can the literature evangelist have a good spiritual talk?

a. Adapt himself/herself to the religious feeling, mentality, mental level of
comprehension, social conditions and other circumstances of the prospect.
1 Cor. 9:22
b. To seek a point of contact. Phil. 3:15
c. To give sincere compliments on everything which is well said by the
prospects. Acts 17:22, 23
d. To endeavour to listen to others. James 1:19
e. To speak with sympathy and respect. 1 Peter 3:15
f. To be courteous. Rom.12:10
“If we would humble ourselves before God, and be kind and courteous and
tender-hearted and pitiful, there would be one hundred conversions to the truth
where now there is only one.” – 9 Testimonies p. 189

18 What will be the result of the spiritual effort of the literature evangelist?
a. He/she confirms his/her calling and can be “proud” about his/her
profession.
b. He/she contributes towards his/her own work satisfaction and creates for
himself/herself spiritual joy.
c. It will be an encouragement to other church members seeing his/her work
and they will respond to the same call of God to enter the same work.
d. He/she will have the joy of the eternal blessing promised to God’s faithful
servants. Matt. 25:21-23
e. One of the best and greatest remunerations will be that he/she has been an
instrument in God’s hand to save souls.

“The redeemed will meet and recognise those whose attention they have
directed to the uplifted Saviour. What blessed converse they will have with
these souls. ‘I was a sinner,’ it will be said ‘without God and without hope
in the world, and you came to me, and drew my attention to the precious
Saviour as my only hope.” – Colporteur Ministry, p. 152a

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 LESSON 11
MAKING IT EASY TO BUY

1 What is the importance of a good conclusion of the sale?

At the close of the visit the prospect must be brought to at decision to
purchase, and the sale must be affected in the most skilful way. If, at this
moment, the literature evangelist is weak, or if he/she fails, all his/her
preceding efforts will have been for nought, therefore he/she must use special
skill at this point.

2 What are some of the factors essential for the realisation of a sale?
a. The personal and positive influence of the literature evangelist. If the latter
knows how to win the confidence of the prospect and how to convince
him/her that he/she will be truly benefited by the purchase, success will
smile at him/her.
b. A good presentation.
c. The publication itself – title, author, subject treated, typographical
presentation, binding, etc.
d. The prospect’s buying power and financial responsibility.

3 What must be set forth before the prospect?

All the advantages and benefits that more than compensate the expense:
protection, knowledge, health, salvation, peace, multiple services, etc. The
scale will then tilt of the side of the advantages, and not on that of the price.

4 At what moment is the order to be taken?

When the prospect’s interest is at its peak. There is an “H” hour for the
decision. Before is too soon; after is too late.

5 How can one know if the prospect is ready to buy?

By taking his/her temperature, figuratively speaking. Certain signs indicate
that the moment to conclude has arrived. They are the sale signals. To know if
the prospect’s temperature is rising, observe his/her reactions. Ask him/her
questions. If his/her temperature is still low, present to him/her still other
arguments and benefits. Little by little the prospect reaches the conviction that
the book presented is just what he/she needs to solve certain of his/her
problems. He/she will perhaps ask a question about the book, or raise a serious
objection, or ask the price. There are many sale signals. The literature
evangelist must use all his/her tact and all his/her art to answer in a
satisfactory way.

6 What are the five things that lead the prospect to purchase?
a. Attention for a raised problem.
b. Interest in the publication which deals with that problem.
c. Desire to have the books to solve the raised problem.
d. The conviction that the latter will be of service to his/her and that it will
clear the problem raised.
e. The decision to purchase.

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 In a normal presentation it is best to complete the same, avoiding making it
too long, and then ask for the order with a great deal of tact.

7 What is a sales argument?

It is a reason or a proof given by the seller to convince and prospect to buy. A
point in favour of the offer. The literature evangelist is somewhat like an
attorney. He/she presents his/her evidence and his/her exhibits. The prospect
must consider these and make a decision. But, just before asking for the
decision, the literature evangelist will do well to briefly summarize the
essential points that he/she has set forth regarding the book. Review major
benefits.

8 What advantage is there in briefly summarizing the essential points of the

presentation before concluding?
That which has been presented is new to the prospect. If it has been presented
rapidly it will be quickly forgotten. Generally speaking, that which is said last
is most apt to be remembered. The first sales arguments presented can
become vague. Therefore it is best to repeat to the prospect, in a few words, or
by means of an illustration, the main points previously covered. Thirty
seconds should suffice for this. Outline the benefits and ask for an agreement
on these points, then call for the order.

9 What must be the attitude of the literature evangelist at the moment of

decision?
He/she must be calm, confident, courageous and full of hope. He/she must act
and speak with success in view. He/she must be positive with his/her heart and
soul lifted up to God in a silent prayer. Have faith in God and in the power of
the Spirit moving upon the heart of the prospect at this vital moment. For
many a prospect this is a moment of decision for life or death.

When about to take the order the literature evangelist must take his/her role
seriously. It is an important moment. He/she must avoid all joking and trifling,
for heaven is very near and the battle is not yet won. He/she should breathe a
silent prayer. Who knows the result of the decision made? At this moment the
Holy Spirit moves upon people’s hearts. Divine assistance is most needed,
your prayer is essential.

10 How and when is the question of the price to be dealt with?

Calmly and naturally, near the close of the presentation but the statement of
the price must never be the last word.

Some prospects hesitate to ask the price fearing that thereby they manifest an
out-of-place interest. Other prospects inquire about the price at the beginning
of the presentation. This is a trap into which the literature evangelist must not
fall. Unacquainted with the contents of the book and hence unable to
appreciate its true value, the prospect would often be negative in his/her
reaction.
Instead of quoting the price, the literature evangelist can say: “The expense
involved is small in comparison with the book’s capacity for service. I will tell
you the price in a moment.”
Then the demonstration should be resumed and should be brief. The value of
the publication should be told before its price.

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11 What is the value of our publications?
“We must carry the publication to the people and urge them to accept,
showing them that they will receive much more than their money’s worth.
Exalt the value of the books you offer. You cannot regard them too highly.” –
Colporteur Ministry, p. 85

12 Why must one not be afraid to spend money for our publications?
Because all the gold in the world would be insufficient to pay for their real
value. People often spend their money for many things that are useless or even
bad. In our publications is a message of infinite price. Even if one had to
borrow money to buy them, the investment made would still be a good one.

Elder W. A. Spicer, a former President of the General Conference, once said:

“In asking people, even poor people, to buy our books, we are doing them the
greatest favour in the world. Our colporteurs are not salesman merely, they are
messengers sent of God with a message in these volumes more precious than
gold or silver. We need not be backward about urging the message for this day
upon the people. It is the greatest thing in the world.”

13 What advantage is there in comparing prices?

After mentioning the price of expensive works (encyclopaedias, medical
books etc.) one can contrast the fact that our books cost only so much. After
hearing first the high prices and afterward our much lower prices, the prospect
considers ours as much more reasonable. The price must be minimized.

14 What is the value of a list of customers’ names?

People are easily influenced by what others do. When they see a long list of
customers’ names, or a well-filled order pad, they want to be associated with
this success. “Nothing succeeds like success.”

15 How can the decision be facilitated?

By getting the prospect to say “yes” throughout the presentation. It is much
easier to get him to say “yes” at the conclusion.

Example: It would be most untactful to ask:

“Would you like to have these books?” or
“Would you care to subscribe to this paper?”
This pushes the prospect into saying “no”.
Rather one should say:
“Do you want to have this lovely set next month, or right away, as most of our
customers do? Or
“Do you want this volume with paper covers or with this deluxe binding?”
Give people a choice, either of which would mean a sale.
Always use the “choice” method. Never be afraid to ask. Ask kindly. Give
people a choice between two positive suggestions.

16 What is an objection?
It is often a pretext that the prospect offers to avoid purchasing the publication.
It can also be a sign of not yet being fully informed regarding the book, or a
sign of misunderstanding. So do not be embarrassed when objections are
raised.

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17 What kind of objections are offered?
a. The excuse-objection that serves to embarrass the literature evangelist, or
to get rid of him/her politely.
b. The serious objection that really represents a difficulty on the part of the
prospect.

These objections will incite the literature evangelist to help the prospect find a
solution.

18 How are objections to be handled?

Let objections become your friends, not your enemies. The skilful literature
evangelist will never lack an answer. He/she will speak tactfully, without
discouraging the prospect.
In principle one should first agree with the prospect then answer the objection,
and if possible, transform the objection into a sales argument and afterwards
proceed with the presentation or cite reserve points.
The excuse-objection (“I will still think about it” – “Come back another time”
– “Give me your address, I will write to you” – “I do not have the time to
read” etc.) often hides another reason, the real reason for which the prospect
does not want to buy. This real reason must be found by asking the question,
“What other reason keeps you from obtaining this book?” Some literature
evangelists simply ignore these objections and just continue their presentation.
The serious objection deserves attention. Above all, the literature evangelist
must remain calm and search for a solution. The alert literature evangelist
constantly studies the contents of his/her publications to be able to refute the
objections in a satisfactory way. The very fact that he/she draws his/her
answers from his/her book gives the prospect confidence. A serious objection
must never be left unanswered.
Mention can be made of the experiences of other prospects who, in the same
situation, have found a solution. “Where there’s a will, there’s a way.”
Example: A wife objects: “I do not buy anything without my husband.” The
literature evangelist replies: “This is to your credit Mrs… I see you are a
united couple. But this book is of particular interest to the wife for she in
particular, brings up the children. With this book you will have a work tool,
just like your husband has his work tools. Here is the list of your neighbour
housewives who have bought this book, for its cost is not large and most
women have at their disposal this amount of money.”

If the literature evangelist does not succeed in convincing the housewife,

he/she should make an evening appointment when the husband will be home.
Some literature evangelists have doubled their sales by working in the
evenings.

19 What should be the attitude of the literature evangelist when the prospect fails
to make a purchase?
An experienced literature evangelist never gets excited whether he/she takes
an order or not. If he/she loses a sale he/she is not disappointed as beginners
sometimes are. He/she takes it in a good way, calmly, without giving up hope.
Looking at his/her fact one would not know if he/she has taken an order or not.
He/she knows that the law of averages will bring him/her fair compensation.
He/she remains courteous and takes his/her leave with a smile.

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20 Can success be achieved with work?
Success has never been achieved by a literature evangelist who has remained
in his/her armchair. A literature evangelist may know many things but to
succeed he/she must work hard, with perseverance and consecration. If he/she
does his/her part, God will do His. “Then pray and work, and work and pray,
and the Lord will work with you.” Colporteur Ministry, p. 81

The worker who makes good use of his/her time will be happier and more
useful. He/she will see more people, make more sales, and win many more
souls. The Master says, “Go work” (Matt. 21:28), and if the literature
evangelist “goes” soon enough, and if he/she “works” hard enough, the way
will open before him/her and success will come. He/she will never be satisfied
with what he/she has done, but will ever seek to improve himself/herself and
do better.

21 Why is it a great privilege to be a literature evangelist?

Because the literature evangelist is a worker for God and works with Him in
the most sacred work in existence, the work of telling men and women, boys
and girls, the wonderful story of salvation. And because, in turn, he/she is
assured of heaven’s blessing that brings peace and happiness to hearts and
homes.

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 LESSON 12
REMEMBER

This lesson will repeat in the form of a scheme, what you have been learning so far in
Christian Salesmanship. You should have this scheme in your mind as your second
nature. It can be compared with driving a motorcar. While driving along the highways
many operations are being done almost automatically, while driving itself can never
become an automatic procedure without you having a serious accident. You have to
watch the traffic and the traffic signs.

So it is with Christian Salesmanship. Certain operations will become your second nature
but you must watch your customer and certain signs given by your customer that will
guide you in steering your demonstration through the sales interview, successfully.

Approach
Preparation
I Spiritual a. Prayer
b. Bible
c. “Colporteur Ministry”
d. Family worship
e. Church relationship

II Mental a. Know your book

b. Know your customer
c. Know your work

III Physical a. Dressing (Clothes)

b. Hygiene
c. Diet
d. Rest

IV Technical a. Briefcase
b. Pencil, Biro
c. Notebook
d. Books in order
e. Order pads
f. Money for change
g. Credit card forms

A. Have a daily program – 24 hours divided into balanced activities with the
main part for your work.

B. Territorial organization according to economy and culture.

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 C. Advance customer information:
a. Name
b. Address
c. Profession
d. Family Status
e. Children
f. Religion

Sources of this information:

a. Telephone directories
b. Newspapers
c. Business directories
d. Friends
e. Relatives
f. Your customers
g. Observations around the house

Be prepared for and act success:

a. Walk decidedly
b. Knock at the door positively
c. Go one step backward after knocking
d. Greet in proper manner
e. Introduce yourself with a genuine smile
f. Be friendly and natural
g. Use sentences to secure entrance
h. Make move forward
i. Enter if you do not meet objections

Introduction
This is the part where you create interest in the mind of your customer. You
are building a bridge between yourself and your customer.

Be honest. Speak honestly about an honest product such as your book is.

i. Be courteous/polite. You are in the process of making a friend out of a

stranger.
ii. Keep observing the surroundings and your customer. Do not let it be
noticed that you are observing.
iii. Make favourable comments and let these comments be sincere.
iv. Show interest in your customer. Your visit is to benefit your customer not
yourself.
v. Adapt to the environment.
vi. Gain confidence to eliminate prejudice.
vii. Create attention.
viii. Talk about a common but real problem related to your book, which holds
the solution.
ix. Ask some leading questions.
x. You are in the process of opening your customer’s mind so do not show
your book before you have a climate of agreement.
xi. When the mind is open start the demonstration.
xii. Always be ready to listen. You are not dealing with a one-way street.

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Presentation
In your demonstration make sure that the following questions are answered in
the mind of the prospect:

1. What is it? Purpose of the product

2. Why should I have it? Benefit to the prospect
3. How will I use it when I have it? Application – be informative, be
beneficial and practical.

a. Give positive reasons in favour of your book.

b. Practice interaction (make your prospect react positively).
c. Speak with illustrations. Colour your talk.
d. Do not talk about your book, but from your book.
People should not be amazed about what you know, but about
what your book contains.

Basic knowledge you must have about your book: -

1 Know the title and say it properly.
2 Name of the author, and have some information about the
author.
3 Number of chapters or stories.
4 Number of pages.
5 Number of colour pictures.
6 Number of black and white pictures.
7 Important special chapters or stories.
8 How many, and what type of questions answered.
9 Index, and how to use such an index.
10 Quality of product especially in regard to the binding.

Why should you memorise a canvass or sales talk?

1 It gives you a proper direction, beginning and end.
2 You will speak in a logical order.
3 Your language will be simple and effective.
4 It gives you a base from which you can improve.
5 Wrong statements are avoided.
6 It gives you confidence and keeps your nerves calm
because you know what to say.
7 You save your time and energy because if you do not know
what to say, you talk more and longer without saying much.
8 Avoids confusion in your talk.
9 It save the prospect’s time. Most people are in a hurry these
days.
10 While you talk you can observe the customer and read
his/her reactions.

Twelve rules for a proper demonstration:

1 Talk to all members of the family when they are at home,
and have them all in front of you.
2 Hold your book correctly in order that it may be clearly
visible.
3 Speak distinctly so that you can be understood.

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 4 Ask questions. This calls for reaction.
5 Follow a plan in your presentation.
6 Quote recommendations and experiences.
7 Demonstrate how to use your book.
8 Answer certain objections before they are presented.
9 Be brief. You are not a preacher.
10 Be sincere. Do not overstate yourself.
11 Make your demonstration personal.
12 Speak with enthusiasm. Be on fire for the Lord.

Remember why people buy. They buy for:

1 Protection
2 To gain a profit
3 Education or knowledge
4 Entertainment and pleasure
5 Loved ones, love reasons

Our books fit very well into all five buying motives. They protect,
they give gain, and they provide education and knowledge. They can
be used for entertainment, and they fit very well as gifts for loved
ones.

Be discreet in using these motives, especially in your demonstration

and closing your sales talk.

Conclusion of your presentation

The following points will help you to reach a successful completion of your
demonstration. Read these in connection with the previous lesson and lesson
nine.
1 Know positive reasons for buying and present these reasons
attractively.
2 Repeat or review the essential points.
3 Exalt the value.
4 Watch for buying signals as you watch the traffic signs on the road.
5 Close at a favourable moment when you sense the interest is high
enough to close even if you have not yet completed your sales talk.
6 Minimise the price, while exalting the value.
7 Compare the price with something else.
8 Be ready to use the reserve points. Reserve points are the knowledge
and information you have about your book beyond the information
given through your sales talk.
9 Use alternative method in closing. Let your customer select one
positive suggestion out of two or more positive suggestions.
10 Talk success.
11 Count on success.
12 Pray for success.
13 Take the order from your customer in a business-like manner.
14 After writing the order, read it to your customer before asking for
his/her signature.
15 Express gratitude to your prospect when taking your leave, whether or
not you have an order.
16 Be prompt in delivery under all circumstances.

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 If possible:
Have a spiritual word in the close.
Pray with your customer.
Try enrolling them in one of our correspondence courses (In the case
of a cash sale or a delivery of book, for obvious reasons).
Attempt to get advance information about the neighbours.
Ask for a reference or lead.
Enquire about names and addresses of friends or relatives who might
show interest.
Leave customer with respect.
To conclude this lesson on ‘REMEMBER’, pay attention at all times to the following
points:

1 Check your personal appearance closely every day.

2 Have good manners in conduct.
3 Walk positively, with a natural smile.
4 Be observant when you meet people. Remember what you see. You
may need it later.
5 Be humble and patient. Give second mile service.
6 If you have to talk about others say something good or keep quiet.
7 Show genuine interest in the other person’s problems.
8 Don’t show a proud spirit, no self-exaltation.
9 Be careful about flaunting your knowledge. It may backfire on you.
10 You are not walking a one-way street, therefore learn to listen.
11 Leave your private affairs out of your sales talk.
12 Do not be sarcastic or easily irritated.
13 Avoid getting into an argument. You may win, but lose your sale and
customer.
14 Be dependable. People must be able to trust you and put their
confidence in you. Too many cheats are on the road. You are
different.
15 Help where you can.
16 Have confidence in people, but do not allow people to take
advantage of this.
17 Know your prospect’s name and how to pronounce it according to
your customer’s satisfaction.
18 Have a healthy appearance. This is especially important when you
sell health literature.
19 Be tactful in making friends but remember, it is easier to sell to a
friend than to a stranger.
20 When you listen show interest in what is being said.
21 Love people genuinely.
22 Talk and act in the interest of your prospect. Forget what you get out
of the sale.
23 Make sure your prospect feels happy with your visit and feels lifted
up after you have left.
24 Be sincere. Avoid flattery.
25 Be honest in all your dealings with your customer, your God, your
church, your family.

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