"My favorite food is roasted ants.”

I balked at this statement, but the background of it is critical to success in business.

At Forbes.com, Gina Fong, a Consumer Anthropologist and Insights Coach from Northwestern University gave this as an example on how to really listen -- not for what we want to hear but for what's truly being communicated.

We will discuss how this approach can be absolutely priceless - not only in your business, but in all connections and relationships.

Dr. Fong asks, "Suppose someone says, my favorite food is roasted ants. If someone told you they eat roasted ants, what would be your reaction"?

Most people would be shocked and immediately make judgments about the person who said it. The article goes on to explain that in order to get the core of what people are saying and truly understand them, you have to listen with "curiosity and empathy".

Dr. Fong suggests, "Instead of being shocked, you would go into their world and ask questions to continue to get their experiences".

This can be further described as being completely present with the person, proactively listening and, in essence, putting on and walking in their shoes to see life completely from their perspective.

We'll discuss how this approach will allow you to develop solutions that customers want -- time and time again.

The article shares an alternative way of responding -- instead of being shocked and reacting with disgust to the person who eats fire roasted ants -- it gives additional questions to ask:

• “That’s interesting—tell me more!
• Where do you find these ants?
• How many different kinds of ants do you eat?
• What’s the best way to prepare them?
• Is there some food that pairs well with roasted ants?
• What beverages go especially well with them, enhancing the flavor of the ants?
• Oh, and when do you eat them?
• Are they more of a breakfast food, a snack, or a dinner?”

The goal of this process is to dig further into their world in order to completely understand what they say -- even if it isn't what we expect.

We want to encourage them to continue telling their story and experiences. Some of it may be new information, and it may throw us off or surprise us.

So how can we use this example of eating roasted ants in our own businesses?

This is where the golden nuggets of information are found -- in the things we don't anticipate when talking to potential or current customers. Yet that is the place where entrepreneurs need to be.

Consistently being out there talking to people who buy their products or services, understanding their key challenges and learning of any changes that may affect their customers are crucial to develop solutions that people want to purchase.

However, you'd be amazed at how many business owners hesitate in spending time talking to their customers outside of prospecting or making sales.

When I suggest to my course participants or 1-on-1 clients to take time out to meet with and connect with their customers, there's usually a moment of silence and they typically respond with a list of reasons why they don't really need to.

I've learned some key reasons why this hesitation happens, and I'd like to share it with you to help you avoid the mistakes that many of us make.

If you're an emerging or new business owner (or even an established business owner), here are a few reasons why entrepreneurs miss opportunities to develop what customers really want to buy:

• They are so passionate and excited about what they offer and feel that customers should be too
• They think they already know what customers want and don't need to get any further feedback
• They feel that customer wants and needs are static and don't shift over time
• They don't have the time or energy to collect this valuable information
• They believe they're already providing what people want to buy and there's no way to expand or grow what they offer

I see this over and over again when I work with clients, and I want to be sure that you overcome this early in your own business.

Conclusion: Be sure to identify who your ideal customers are, connect with them often, get their feedback and experiences, listen with empathy and genuine curiosity, encourage them to share their stories and learn what's most important to them. When you include this process in building your business, you will discover opportunities to serve your customers in ways you've never imagined.