What does it mean to sell the problem in business?

[Fidelia]

Some people say that it is good to sell the problem and not a product. The argument is that some people have a problem that they don't even know they have.

What does it imply in business to sell the problem and not sell a product? How do you go about that?

 

[Kera]

When you sell the problem, you make the people to see that they have a need they didn't even know they have. That's always for new products that don't have it's kind in the market.