Stop Forcing Fit: Sell What Solves Client Problems Square-peg selling destroys trust and lifetime value. Here's how to redirect, realign and customise so the solution fits the client—not the quota.

Q: What's the #1 mistake salespeople make? A: Poor listening. They talk too much, miss cues and push their agenda. Start with questions and let the buyer lead briefly if small talk stalls. Mini-summary: Ask first, listen fully, then steer.

Q: How do I get the conversation back on track? A: Redirect: "May I ask what outcome matters most right now?" Map goals, constraints, stakeholders and risk; then summarise back for confirmation. Mini-summary: Clarify outcomes; play back for alignment.

Q: Why is mis-fit so costly? A: Foisting the wrong solution haemorrhages trust. You may win a tiny first order and lose the account—and reputation—forever. Mini-summary: Protect trust; protect lifetime value.

Q: How should I handle internal pressure and commissions? A: Prioritise the client's ROI over your commission or boss's bolshie push. Re-scope if fit is weak; a small right win beats a big wrong one. Mini-summary: Client ROI beats seller convenience.

Q: When should I customise? A: More often than you think. Tailoring raises ROI and perceived value, even with fewer features. Off-the-shelf doesn't always fit. Mini-summary: Make the solution fit the client.

Bottom line: Ask, map, confirm, align to client ROI, and customise. That's how you stop forcing the fit and start earning repeat business.

About the Author Dr Greg Story, Ph.D. in Japanese Decision-Making, is a veteran Japan CEO and trainer, author of multiple best-sellers and host of the Japan Business Mastery series. He leads leadership and presentation programmes at Dale Carnegie Training Tokyo.