158 Part 1 Basic Communication Processeslistening affects more than your ability to communi-
cate: it enables you to live a productive, satisfying, and
healthy life (Bodie & Fitch-Hauser, 2010). Let’s look at
a few specific examples.Effective Listening Helps Your
CareerEffective listening is valued and rewarded profession-
ally. Surveys of Fortune 500 company personnel reveal
that listening is one of the most important skills that a
college graduate can possess (Wolvin & Coakley, 1991)
and employers routinely report that effective listening
is related to job satisfaction, performance, and achieve-
ment of the organization’s goals (Flynn, Valikoski, &
Grau, 2008; Gray, 2010; Welch & Mickelson, 2013). Employees who are good
listeners are seen as alert, confident, mature, and judicious—qualities that result
in professional rewards like promotions and pay raises. Employers also value
employees who can listen effectively in diverse contexts. For example, a manager
expects her assistant to listen carefully to instructions for a project as well as lis-
ten for irritation or confusion from a customer. Similarly, employees must listen
carefully to others during teleconferences and WebEx meetings despite distrac-
tions like background noise or malfunctioning equipment (Bentley, 2000).
Moreover, to be strong leaders, established professionals need to listen to
others, make others feel heard, and respond effectively to them (Stillion, South-
ard, & Wolvin, 2009). The CBS reality series Undercover Boss features CEOs who
go “undercover” in their own companies. Unrecognized by employees, they lis-
ten more than anything—by asking questions, hearing about the reality of work
life for people at all levels of the organization, and probing for insights into what
works and what doesn’t work. In most instances, the CEO returns to make posi-
tive changes in the company’s operations—and improve communication with
the employees as well.Effective Listening Saves Time and Money
One reason that professionals value listening skills so much is that good listeners
save time by acting quickly and accurately on information presented to them.
You comprehend more when you listen well (Rubin, Hafer, & Arata, 2000), so
if you actively listen to your instructor’s remarks about an upcoming exam, you
can save time by studying more effectively.
Businesses lose millions of dollars each year because of listening mis-
takes alone (Rappaport, 2010). Repeated or duplicated tasks, missed oppor-
tunities, lost clients, botched orders, misunderstood instructions, and
forgotten appointments can cost companies money—as can failing to listen
to customers. A few years ago, the makers of Tropicana orange juice changed
its product packaging, and loyal customers deluged the company with irate
letters and e-mails. Company officials quickly responded and reverted to
the recognizable label (an orange with a straw protruding from it), butDAVE RIFE, owner of
fast-food franchise White
Castle, poses as a new hire
in his own company, listens
carefully, and takes directions
from a veteran employee.
Jeffrey R Staab/CBS via Getty ImagesCan you think of a time
when poor listening cost
you something? Have you
ever missed test instruc-
tions? Missed meeting a
friend or a team practice?
Do you think these lapses
reflect the value (or lack of
value) you placed on these
events?AND YOU?