A few years ago, a Fortune 500 company struck gold with a marketing theme.

It was simple, direct, and it created a competitive advantage. Ads that the company ran said:

We understand the importance of LISTENING.

I happened to be a consultant to the company at the peak of this campaign, and I knew it was committed to walking the walk, not just talking the talk. It mandated that employees take listening courses on company time, at company expense.

For a short time, it appeared that the rest of corporate America was taking note, and following this lead. Listening courses sprang up, overnight, seemingly everywhere.

In my seminars, to this day, I feature a unit on listening, because it is crucial to our success in sales and in customer service. I point out that this activity is given short shrift today.

For instance, colleges proudly display their debate teams trophies in elaborate cases. Competitions are held, internationally, to promote excellence in speaking.

But there are no great speakers without great listeners, who are capable enough to make that critical determination.

When we truly listen to another, we bestow a unique gift: our full attention. Listening means were putting that person first. It is the ultimate manifestation of that assertion that so many companies make: Your business is important to us.

Do you want to improve customer relationships? Thats made a lot easier through listening, which is the way we learn about each other, create rapport and identification, and develop trust. Talk too much of the time, and youll inhibit relationship development.

So, heres what I suggest you try saying, whether youre in customer service, handling a customer who seems irate, or youre selling, doing a needs assessment:

Im here to listen.

Apart from asking a few questions, try to keep your mouth closed.

Its not easy, but customers will generally give you a gift of their own in response: their appreciation and their business.

Now, thats important, isnt it?