People love to be listened to. So much that they pay therapists enormous fees to listen to their stories and complaints. Consumers love to be listened to as well. They will happily pay top dollar to those people who are smart enough to understand that this is what they want---and what they demand. Unfortunately, only a tiny percentage of business persons do understand, or are willing to implement this important notion.
What does your customer or client really want? Do you know? Are you guessing? Have you asked? If you have asked, are you giving her what she really wants? Or are you giving her what you think she wants or needs? The difference in how you answer these questions may well be the difference between your success and failure.