St Paul as sales strategist: an essay commemorating the years of St Paul, 2008/2009

Abstract

PurposeIn the course of the St Paul year 2008 and 2009 Christians in the whole world are commemorating St Paul. This essay aims to trace the footsteps of St Paul and consider the success factors that every strategist needs to make people enthusiastic about a product or an idea and nevertheless behave in a sustainable and ethical manner.Design/methodology/approachThe six key performance indicators/methods of St Paul of spreading the gospel are analysed (global presence, networking, customer segmentation, keep it simple, time based competition and integrity) and compared to current distribution strategies of sales people and analysts of customer behaviour.FindingsSt Paul was a very successful power seller, but, differing from many other nowadays power sellers (take Madoff), he was selling his product in an ethical way, because he himself was also deeply convinced of the product, i.e. Christianity. Sales people can learn from St Paul, that big ticket sale will only work in the long run if combined with ethical sales behaviour. If sales organisations do not believe in the products they sell, they are doomed to fail in the long term. The current credit crisis, which originated in the sales of bad products with good sounding names is a prominent example..Practical implicationsBy comparing abstract processes like sales and distribution to historical figures and their actions, it is easier for management to grasp ideas. Furthermore, stories stick better in the head than numbers. Corporate storytelling like the story of St Paul can help executives to get a clear idea of a topic and – different from “empty flipchart brainstorming” – give a good basis for management offsites and workshops.Originality/valueBy using strategy metaphors, business strategists can stretch their thinking. Linking a non‐business topic (St Paul) to a business topic can help to view one's own business from a fresh perspective.