Title: Watch and Witness: Evangelism with Readiness Text: Matthew 24:36–44
Matthew speaks of the urgency of the times, and that Jesus could return to earth at any time.
For those of us who want to be ready for this, and be found faithfully and proclaiming His name, and nurturing others in the faith, I have some tips.
Introduction
Many years ago, I worked as a marketing professional in the IT (or tech today) industry.
The training for this work was surprisingly detailed, and before we were let loose on our prospective customers, we spent a year at a business college learning different sales and marketing techniques.
Today, I often think of what I learnt there when we speak of spreading the good news of the gospel.
Although to be clear, Evangelism is not about persuasion techniques or clever arguments; it is about faithfully pointing people to Jesus – the way the truth and the life.
But still, I think there are some interesting analogies found in strategic marketing techniques and evangelism.
One of things I remember specifically was how to qualify prospects before investing time and energy.
To do this, we needed to somehow find out a few things about the company we had in our sights;
- Who was the decision maker?
- Did they have a sufficient budget?
- Which other IT companies were interested in the business?
- What time frame were they interested in?
Those four questions determined whether a contract was worth pursuing. Without the answers to these questions, we risked wasting effort with someone who could never buy. [pause]
Matt 24 36-44 made me think of how today these technicques could be applied to Evangelism and getting people ready for Christ’s return.
Because evangelism is about helping people be ready for that moment.
And just as in corporate sales, we must discern where people are spiritually;
- are they open and willing to make the decision?
- are they prepared to pay the cost for being a follower of Christ?
- who or what is competing for their time and attention? and
- are they aware of the urgency of the time frame?
Now, let’s look at the four questions through a spiritual lense;
The Decision Maker
Jesus says two will be in the field — one taken, one left. Because each person must decide for themselves. [pause]
And Evangelism is not about forcing people into making decisions, but presenting Christ clearly so people can choose Him.
In corporate sales for example, if you’re talking to someone who doesn’t have authority, you’re wasting company time.
Spiritually, however, every person is the decision maker of their own soul. Parents can’t decide for children, spouses can’t decide for partners, Vicars can’t decide for congregants. [pause]
Each must respond to Christ personally. Each person decides on our person spiritual future.
All we can do is offer a faithful reflection of the love of Christ.
The Cost of Discipleship
Grace is free, but following Jesus costs everything. [pause]
In sales, if the client didn’t have the budget, the deal collapsed.
Jesus Himself said in Luke 14:28–33 that discipleship is like building a tower — you must count the cost before you begin.
Spiritually, the “budget” is not about money, but being willing to pay the cost of discipleship in another way.
The cost of discipleship includes: surrender of self‑will, repentance from sin, persecution and opposition, sacrifice of comfort, and obedience to Christ’s commands.
Competition
In Noah’s day, people were distracted — eating, drinking, marrying, unaware of the flood. Today, the competition is materialism, secularism, false religions, and endless distractions. [pause]
Evangelism must recognise what already has people’s loyalty and speak to that.
In sales, we always asked: who else is bidding? Who else is competing for this account?
Spiritually, the competition is also ferocious. The world offers endless pleasure, success, comfort, and self‑sufficiency opportunities [pause]
Evangelists must somehow expose the shallowness, in most of these ways, and present the reality that Jesus is the Way, the Truth and the Life.
Time Frame
In sales, timing is everything. A company may love your product but say, “We’re not ready yet.” And that’s just a lost opportunity – nothing much can be done about it.
Spiritually, people often say, “I’ll think about God later.”
But Matthew 24 warns: [raise voice] later may never come. The Son of Man is coming at an hour we do not expect. [pause]
Jesus says no one knows the day or hour. The urgency is now. Evangelism must stress readiness today, not tomorrow. [pause]
Sadly, many people, are not willing to make the decision; or pay the cost of being a follower of Christ, maybe see worldy treasures of more value, or are not aware of the urgency and think, maybe later.
FAB of the Gospel
But there was another step of the sales process, that I believe might help bring more souls to Christ.
In the commercial world we had to qualify a prospective customer, as worth spending company time with.
Then were were other steps we would go through, but it is not for us to qualify who is worthy of Christ’s blessings, and so we can move on to the next stage of the marketing strategy.
FAB Gospel Teachings
Features, Advantages, and Benefits of our products – we called it, the FAB.
The gospel has its own FAB — not just doctrines to admire, but truths that transform lives. [pause]
Forgiveness of Sins
- Feature: The blood of Jesus cleanses us from all sin.
- Advantage: Forgiveness breaks the chains of guilt and shame.
- Benefit: I can live with joy and peace, knowing I am accepted by God.
[pause] “The feature is forgiveness, the advantage is freedom, and the benefit is joy and peace of mind.”
Eternal Life
- Feature: Through Christ’s resurrection, we are promised eternal life.
- Advantage: Eternal life removes the fear of death and gives hope beyond the grave.
- Benefit: I can face tomorrow with courage, knowing my destiny is secure and I will dwell with God forever.
[lean in] “The feature is resurrection, the advantage is hope, and the benefit is security and courage.”
The Holy Spirit
- Feature: God gives His Spirit to every believer.
- Advantage: The Spirit equips us to live faithfully, with conviction, authenticity, and empowerment.
- Benefit: I am never alone. When I am weak, He strengthens me. When I am discouraged, He comforts me.
[pause] “The feature is His indwelling, the advantage is empowerment, and the benefit is companionship.”
So when we evangelise, we don’t just list the features of Christianity — forgiveness, eternal life, the Spirit.
We also share the advantages — freedom, hope, empowerment.
And we highlight the benefits — joy, empowerment and companionship. [pause]
That’s how the gospel becomes not just information, but transformation.
Conclusion
Matthew 24:36–44 is not simply a warning—it is a call to live with holy urgency.
We are told the return of Christ will come suddenly, and our task is not to predict the hour but to prepare our hearts.
Although Evangelism, is not about using persuasion techniques or clever arguments; it is about faithfully pointing people to Jesus.
It’s about allowing the light of Christ shine through us.
As we do this we allow;
Every soul to make their own decision.
Every person to count the cost of following Jesus.
Every mortal to resist the competing voices of the world.
And every witness to remember that the time is short.
So let us live watchfully, not distracted by temporary comforts, but anchored in eternal hope.
Let us share the gospel not as a product to admire, but as a gift that transforms.
And let us do so with urgency, compassion, and courage—because when the Son of Man comes, may He find us ready, faithful, and proclaiming His name.
