There are only 2 ways to conduct business:
Either you have something you don't want, or you want something you don't have.
The old school way of writing proposals was to "Fix Their Pain". So older sales people and even prospects are trying to zoom into the "pain points". But I vehemently disagree. There is tangible worth & value in creating opportunity from a situation as well.
And here is the interesting part-there doesn't need to be a problem. One can just have the desire to catch up with a competitor or their industry's trends. Instead of wanting a leaking pipe fixed, they want to replace the plumbing.
So having what you don't want might be seen simply as 'fixing a problem', while wanting something you don't have can be seen as 'creating a solution'. In one case, we want things back the way they were, but in the other we want to change the way we do things today.
How do you introduce forward thinking when your discussion is trying to be about fixing problems?