The problem with problems Problems are what you solve. Selling solutions, the buyer has to believe that he has the problem your service will solve. But owning up to ones own problems isn't easy. There's a lot of emotional stuff here. He may see some part of the problem and he will be aware of the consequences of the problem - such things as uncertainty on his finances, not knowing whether he is on plus or minus, not knowing what to do, and so on.
People instinctively reject problems.
We try to NOT SEE them. Nobody likes bad news. And anyone claiming I have a problem can expect an argument from me. That's how it works. Test this if you like.