The above was the title to a Moonbeams publication in 1982.  Moonbeams was the P&G Company magazine.  At the time, Listening was the key word in our business operations.  I believe that as in 1982, Listening is one of the most important talents as well as one of the most neglected in the day-to-day operation of any business.  Following are a few excerpts from the magazine:

Why should I bother listening?  Consider this:  Effective listening can build better business and personal relationships, help the communications of essential or important information, allow others to release pent-up emotions and help the Company properly respond tot he needs and concerns of its customers an employees.  But poor listening can damage relationships, cause frustration, double work efforts and waste time and a lot of money.

Good listening skills are important not only because of their impact, but also because we spend so much time doing it.  A study at the University of Minnesota showed that the average person spends about 70% of their working hours trying to communicate and 45% of that time is spent listening as compared with 9% writing, 16% reading and 30% speaking.

As a person's level of responsibility increases and work is shared with more and more people, the time spent listening increases to approximately 57%.

But spending large amounts of time listening doesn't necessarily mean we are good listeners.

Research has shown that following a 10-minute oral presentation, the average listener has heard, understood, properly evaluated and retained only half of what was said.  Within 48 hours, that listening efficiency rate drops to 25%.

But listening is a skill that can be developed.  It requires practice and a desire to improve.  It requires caring about what is being said, who is saying it and why.  And it takes energy to be a good listener.  But, like developing a friendship, the rewards can be tremendous.

My person experiences with the P&G Listening programs were very rewarding.  One shelf in my library is devoted to nothing but books, papers and articles about listening skills.  One of my most dog-eared binders is titled, "Listening Counts," a program designed by two friends within P&G, Robert Goodpaster and Jim Donovan.  Over the years, I have lost track of Jim, but Bob and I have maintained contact.  Bob is currently VP at Hershey Foods and a current reader of the Views.  Maybe I can get Bob to share some of his recent thoughts with us in a future Views.

Listening has become a lost art during the past 10 or 15 years, especially in the areas of consumer listening.  I have been told, however, that Mr. A.G. Lafley, CEO at P&G, still conducts monthly, in-home visits with consumers.  I remember conducting in-home group discussions with both A. G. and Bruce Byrnes early in their careers, unfortunately, it was late in mine.  Is it too late for you?  Should you be getting out from behind your desk and interacting with the consumer?  It is so easy to set up in-home visits and even easier doing in-store informal interviews/observations.  Try it, I think you'll find it fun as well as rewarding.

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