Selling to the unwilling is a difficult thing. You have to move the prospect from the valley of indifference to the plains of acceptance and finally to the summit of the buying decision.
And so it is remarkable that a woman was tempted out of the comfort of Eden by a Salesman who was peddling what turned out to be a lemon.
He preyed on her curiosity and exploited her hesitancy. He, like all good salesmen, moved her through the gears – Attention…Interest….Desire…Action. The last step was the fateful decision to ‘purchase’ and use the damnable product.
A tested and proven four step method…
Genesis 3:1 “And he said unto the woman, Yea, hath God said, Ye shall not eat of every tree of the garden?”
A rhetorical question that gets you thinking is a good way to attract your attention. It made Eve pause and think.
It was a rhetorical question because the Serpent knew the answer to it. The answer was obvious to both the questioner and questioned.
The way it was asked though, left Eve thinking that they could be a different answer. Her curiosity thus piqued, she was now ready for Satan’s next hook.
“And the serpent said unto the woman, Ye shall not surely die”
The serpent now had Eve’s attention. But mere attention in itself is noncommittal. It only guarantees listening. He had to do more.
And the above grand statement was it. In one fell swoop, he described the product in a way that addressed the root of Eve’s deepest fears. She would not die! Death was supposed to be the sad consequence of disobedience to God’s command. And it would no longer happen! Suddenly Eve’s pulse quickened. She was excited. This proposition was now interesting.
Satan had her literally where he wanted her to be. It was now time for the next hook.
Genesis 3:5-6 “For God doth know that in the day ye eat thereof, then your eyes shall be opened, and ye shall be as gods, knowing good and evil.
And when the woman saw that the tree was good for food, and that it was pleasant to the eyes, and a tree to be desired to make one wise…”
Now that he had gotten the attention of the customer and had earned her trust, he swiftly took advantage of it. He showcased the benefits of the product. He appealed to her sense of sight for the fruit was pleasant to the eyes. He appealed to her sense of taste and sensual pleasure. He made it clear that the ‘fruit was good for food’. He appealed to her need for intellectual affirmation, for it was a ‘tree to be desired to make one wise’.
Marketers know that you pitch the benefits of a product and not the physical or technical features. Otherwise the presentation would be a dry one lacking in emotional appeal.
Satan, being a wily old salesman, focused on the benefits and not the features too. Eve never realized until it was too late, the actual specifications of the product she was desiring. Or how difficult it would be to return or dispose of it. That would come later. For now, all the talk was about benefits!
Genesis 3:6 “…she took of the fruit thereof, and did eat, and gave also unto her husband with her; and he did eat.”
After moving her up the ladder – from the rung of Attention to Interest and from Interest to Desire, there was one thing left to do; to go for it.
She was convinced about the product, it ticked all her boxes. Then she reached with aroused anticipation and took the fruit and ate it. There was no immediate post-purchase anxiety. None. She even flaunted the benefits to Adam. He ate of the fruit as well.
The World’s greatest salesman had done a good job. He was so persuasive that his convert became an influencer for the cause. Word-of-mouth/viral marketing was in full swing.
This virus had an unmentioned feature. It would enter the bloodstream and doom all of Adam & Eve’s descendants to be perpetual addicts to the product. The delighted Eve did not know that yet.
This great salesman is still wooing customers today. His tactics have not changed. He is slick and cunning. His campaign focuses on creating a buzz, arousing desire and talking exclusively about benefits not features. He appeals to the senses, and is an astute judge of human emotions.
Beware of him. Do not be deceived as Eve was. Stay with the Word. To get back to the Eden of God, you must withstand the wiles and charms of the greatest salesman.