Listen to how something is said. We frequently concentrate so hard on what is said that we miss the importance of the emotional reactions and attitudes related to what is said. Attitudes, and emotional reactions may be more important.

Be empathic and nonjudgmental. You can be accepting and respectful of the person and their feelings and beliefs without invalidating or giving up your own position, or without agreeing with the accuracy and validity of their view.

Listen to yourself. Be aware of your own emotions. Your feelings of sadness, anger, anxiety, fear or happiness are often the first clue that your prospect is communicating an important emotional message. Avoid the trap of quickly acting on your emotions. For example, if you find yourself feeling angry, do not tell your prospect you are angry; instead use your feeling of anger as a cue to find out more about what he or she is saying.