Business and Professional Communication, 3rd edition
Kelly M. Quintanilla, Shawn T. Wahl
Chapter 3: Listening
Lecture Notes
Learning Objec”ves:
3-1 Explain the dierences between hearing and listening
3-2 Discuss the barriers to listening and how to avoid them
3-3 Describe strategies for developing and sustaining professional excellence using active listening
skills
3-4 De!ne the six-step process of listening (HURIER model)
Outline:
I. Introduction
A. Retailer Best Buy is listening to its customers by focusing on customer reviews.
i. Company shares feedback with vendors.
ii. Customers are empowered by using social media to share reviews.
iii. Critical listening skills are invaluable from a professional standpoint.
B. How important is listening?
C. A basic principle in the consumer products industry is to “listen to the customer.”
II. Hearing and Listening
A. Hearing is your physical ability to detect sounds; it is the physiological process or
function of receiving sounds.
B. Listening requires you to concentrate on the verbal and nonverbal messages being sent
and to determine the meaning of those messages.
C. Be7er listeners tend to hold higher-level positions and are promoted more often than
those with less developed listening abilities.
D. A good listener works to hone his or her ability to listen eectively.
III. Barriers to Listening
A. Failing to limit distractions can be a barrier to listening.
i. External noise includes distractions such as audible talking during a meeting,
ru;ing of papers, or a cell phone going o.
ii. Message overload occurs when a speaker includes too many details in a
message, making it di?cult for the listener to comprehend.
iii. Receiver apprehension refers to fear of misinterpreting, inadequate processing,
C. Failing to be an active listener can be a barrier to listening.
i. Ac”ve listening is not a type of listening; it is a way to listen.
ii. Informa“onal listening occurs when focusing on content.
iii. Empathe”c listening seeks to understand the speaker’s point of view without
judging.
iv. Passive listening is simply taking in a message and making sense of the message
without feedback or veri!cation.
v. Ac”ve listeners are required to make sense out of the message and then verify
that your sense-making is accurate.
a. You might paraphrase the message.
b. You might use re0ec“on; you might listen thoughDully, consider the
IV. Listening Styles and Categories
A. People-oriented listeners are interested in demonstrating concern for emotions and
interests, !nding common ground, and responding.
B. Ac”on-oriented listeners are interested in direct, concise, error-free communication
used to negotiate and accomplish a goal.
C. Content-oriented listeners are interested in intellectual challenge and complex
information.
D. Time-oriented listeners prefer brief communication that is concise and to the point.
E. There are other listening styles.
V. Improving Your Listening Using the HURIER Model
A. Hearing is concentrating on and a7ending to the message.
B. Understanding is the process of a7aching meaning to the verbal communication.
C. Remembering includes recalling the message so it can be acted on.
VI. KEYS to Listening Excellence—Best Buy Example
A. Best Buy used the key strategy of know yourself when they listened to customers about
how to deliver products.
B. Best Buy used the key strategy of evaluating the professional context, focusing their
consumer marketing strategies on listening to customers likes and dislikes.