Most pastors feel like they need a side-hustle. And if you're serving churches, you need to understand what this means for how they make purchasing decisions. According to the National Congregations Study, 35 percent of pastors are bivocational, while 18 percent serve more than one congregation. That number is growing every year as church sizes continue to decline and financial pressures mount. Let me translate what this means for your business: The pastor you're trying to sell to isn't sitting in an office Monday through Friday thinking about vendor solutions. He's delivering for DoorDash between hospital visits. She's teaching online courses after Wednesday night service. They're managing an Etsy shop while preparing Sunday's sermon. According to a recent study, 40% of all Americans have a "side hustle". Pastors are no exception—and often they're in even more precarious financial situations than the average American. This changes everything about your sales strategy. Shorter emails. Asynchronous communication options. Self-serve demos. Content they can consume at 11 PM when their kids are asleep and they finally have 20 minutes to think about church operations. The pastors you're trying to reach aren't ignoring you because they don't care. They're ignoring you because they're exhausted. How are you adapting your sales process to reach bivocational pastors?

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