You definitely can sell solutions around saving costs, but you can also sell solutions designed to cut opportunity costs. There often isn't a technical distinction here, but the psychological difference can be huge and the value of cutting opportunity costs can be much higher than the value of reducing labor costs.
For example, some businesses are at capacity because they have some bottleneck that they can't break through with their existing processes. Often you can create software that helps them eliminate some of their bottlenecks and thereby make it possible for them to capture money that they know they have been leaving on the table. They'll value this much higher than a product that would just save them money on labor costs in my experience. And if you can figure out a way to tie the cost of your product directly to their profit, you'll create a feedback loop that will be very valuable to both you and your customers.
For example, some businesses are at capacity because they have some bottleneck that they can't break through with their existing processes. Often you can create software that helps them eliminate some of their bottlenecks and thereby make it possible for them to capture money that they know they have been leaving on the table. They'll value this much higher than a product that would just save them money on labor costs in my experience. And if you can figure out a way to tie the cost of your product directly to their profit, you'll create a feedback loop that will be very valuable to both you and your customers.