The 5-Part Sales Formula That Works

*Plus 3 simple steps to start using it in your next pitch or email*

Inbox overload is the villain of modern leadership. Your customers, donors, or prospective students aren’t waiting for your next message with bated breath—they’re dodging an AI-generated blob of marketing emails, half-baked pitches, and desperate “just circling back” follow-ups.

You already know this. You live it every time you open your inbox of unwanted pen pals. The challenge isn’t diagnosing the problem. It’s cutting through the noise with a message that gets read, remembered, and acted on.

Here’s the good news: there’s a proven pattern for doing just that. If you and your team adopt this formula, you’ll stop guessing, stop forcing, and start closing. No gimmicks. No high-pressure tactics. Just a clear, repeatable approach that works across business, nonprofit, and higher education.

Sales as a Conversation, Not a Confrontation

The first shift is mindset. Most leaders treat sales like a confrontation: you vs. the customer, trying to wrestle them into saying yes.

But sales done right is a conversation. Your customer (or, for nonprofits, donor) is the hero. You’re the guide. And your role is simple: help them solve a problem they care about.

When you see sales this way, the pressure evaporates. You’re not “pitching.” You’re inviting. You’re not persuading. You’re guiding. And works best with a proven communications formula.

The 5-Part Sales Formula That Works

This formula isn’t a grab bag you can pick from. It’s a sequence—and the order matters. If you jumble the steps, you confuse your audience. If you skip a step, you leave them unconvinced. Think of it like a story arc: problem first, solution second, plan third, stakes next, and then the clear ask. Break the order, and the story collapses. Follow it faithfully, and you create a natural progression that leads people to say yes without ever feeling pressured.

1. Start with the Problem

Name your customer’s struggle. Show that you understand it, and empathize.

• Business CEO: “You’re tired of software demos that waste time and never solve the pain points you actually have.”

• Nonprofit CEO: “You see the brokenness in our culture, but you’re frustrated by not knowing how to make a difference.”

• College president: “Parents want a school that prepares their child for a career and for life—but they’re worried about debt and uncertainty.”

When you articulate the problem, your audience leans in. You’ve entered the conversation already happening in their head.

2. Position Your Product as the Solution

Once the problem is clear, connect the dots to how you solve it.

• Business CEO: “Our software reduces your onboarding time by 60%, so your team can be productive in weeks, not months.”

• Nonprofit CEO: “When you give to this initiative, your dollars go directly to equipping leaders who are solving the very problem you care about.”

• College president: “At our university, students graduate with both a degree and a career launch plan, so debt doesn’t define their future.”

Your audience doesn’t care so much about features. They care about outcomes.

3. Give a Step-by-Step Plan

People don’t move forward without clarity. Spell out a simple, obvious path.

• Business CEO: “Schedule a demo. Get a customized plan. Launch in 30 days.”

• Nonprofit CEO: “Choose a gift level. Watch how it changes lives. Get regular impact updates.”

• College president: “Apply online. Visit campus. Join a cohort designed to help you thrive.”

When the next steps are this simple, people act.

4. Paint the Stakes

Remind them what’s at risk if they stay stuck—and what transformation looks like if they act.

• Business CEO: “Keep the same system, and your onboarding backlog will keep slowing revenue.”

• Nonprofit CEO: “Without support, this opportunity slips away, and those we could help are left behind.”

• College president: “If you don’t choose wisely, your student could end up with debt and no direction. But here, they’ll graduate with clarity and confidence.”

The stakes make the decision matter.

5. Ask for the Sale

Don’t beat around the bush. If you believe in what you offer, ask clearly and confidently.

• Business CEO: “Let’s get your team moving forward—schedule the demo today.”

• Nonprofit CEO: “Join us in solving this problem—make your gift now.”

• College president: “Take the next step for your student—apply this week.”

People don’t resent clarity. They appreciate it.

3 Steps to Start Using the Formula Today

Now that you know the framework, here’s how to get it working for you:

Step 1: Identify the Problems You Solve.

List the top three pain points your audience feels most acutely. Write them in their language, not yours.

Step 2: Craft Your Sales Conversation or Email.

Structure your next pitch, fundraising letter, or enrollment campaign using the five steps.

Step 3: Try It Out.

Use the formula in real conversations and emails. Notice how much easier it feels—and how much faster people respond.

The Payoff: From Pressure to Clarity

When you start using this formula, everything changes. The burden of “selling” disappears. The path is clear. Your team has a structure they can use again and again, whether they’re writing donor appeals, pitching products, or recruiting students.

The pressure is off. The clarity is on. And the momentum is immediate.