The PASTOR method, created by renowned copywriter Ray Edwards, is a sales technique that serves as a counterbalance to aggressive sales tactics. It is based on the idea that a truly effective sales relationship is not forced but authentic. Its goal is not to pressure the potential client into a deal but to help them recognize the core of their problem and its solution. The prospect is guided through a process that naturally leads them to a free and independent decision to purchase the offered product. Here is a step-by-step guide on how to apply the PASTOR method in a sales meeting.
P – „Problem and Pain”
Every sale begins with understanding and defining a problem. If the prospect does not see that they have an issue - whether it is lost revenue, low efficiency, or other obstacles - they have no reason to seek a solution. Your task is to help them recognize and understand the impact of this problem on their life or business. Do not hesitate to emphasize the issue and demonstrate your expertise in the subject matter.
A – „Amplify the Consequences”
Identifying the problem is not enough. Now you must illustrate the full extent of the consequences that await the prospect if the problem is not resolved. Describe what will happen in a month, a year, or five years. How much money or how many opportunities will the prospect lose? The fear of loss is a powerful motivator. If you can convince the client not to postpone the solution, you are on the right track to closing the deal.
S – „Story, Solution, System”
As a salesperson, you should not just present an offer plainly—you need to tell stories. Introduce the customer to a situation similar to theirs. For example: „Another client of mine also struggled with low sales. Then they discovered our service, and the results quickly followed.” A story helps the customer relate to the problem and better understand how your solution works.
T – „Transformation and Testimony”
Now it is time to offer the opposite of the worst-case scenario. Describe to the customer what will happen when they accept your offer. Help them envision a future without problems. Remember that customers do not buy products. Instead, they buy results, such as saving time, increasing revenue, or achieving greater peace of mind. Also, use testimonials from satisfied customers. When a client sees that your solution has worked for others, they will believe it can work for them, too.
O – „Offer”
Price is important, but even more crucial is demonstrating the value of your product. The customer must feel that rejecting your offer would be a mistake. Emphasize the ease of transitioning to your solution and clearly highlight the return on investment.
R – „Response and Call to Action”
Do not expect the customer to eagerly accept your offer on their own. In most cases, they need a nudge to take action. Clearly tell them what to do and make their next step as easy as possible. For example: „Get your plan now” or „Don’t wait - availability is limited!” The simpler the decision-making process, the higher the chances of successfully closing the deal.
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