Two ways to hear the customer/prospect; A. You hear the customer/prospect as a troubled child who has nothing better to do but complain. B. You hear the customer/prospect as busy but intelligent professions who have something valuable to say.
Many times you catch the next best idea by learning how to listen to the customer/prospect.
I have a friend, Jackie Weissmiller who used to play a game with her associates called "we can answer any question." Okay, I made up the name but it fits. She challenged her associates to make a list of every question they could not or did not have an answer and guess what they did with them. Right, they answered them and pretty soon there really was not a question they could not answer and along the way in researching some of the answers to those questions they created valuable services for their prospects and residents alike.