Sales difficulties often stem from either product-market fit (PMF) problems or sales problems. Identifying the root cause is essential to avoid wasting time on ineffective solutions. The author emphasizes the importance of understanding two key components: force and fit. Force refers to the demand from potential customers seeking a solution, while fit assesses whether the product meets those needs. If there's no force, it signals a PMF issue. If there's force but no fit, that still points to PMF problems. Only if both are present, but a sale doesn’t occur, is it classified as a sales problem. The article outlines a specific approach to diagnosing these issues during sales calls. Using the PULL framework, the author recommends first assessing the customer's demand skeptically before comparing it to the product offering. Common sales problems include founders failing to recognize buyer engagement, mismanaging discovery questions, or poorly communicating the product's relevance. Misdiagnosing PMF problems as sales issues can lead to misguided efforts, such as hiring sales coaches when the core issue lies elsewhere. The author stresses the importance of analyzing actual sales calls rather than relying on AI for diagnosis. Engaging directly with the sales process helps build a deeper understanding of customer needs and improves overall effectiveness. Solutions for PMF problems can be straightforward, like adjusting target demographics, while sales issues are generally easier to fix. The key takeaway is that without clear identification of whether the problem is with the product or the sales process, efforts to resolve it will likely be ineffective.