Course ID: SSSBC1

Seven Secrets of Successful Business Communication Part 1: Questioning and Listening to Discover Clients’ Needs

“If I were to summarize in one sentence the single most important principle I have learned in the field of interpersonal relations, it would be this: Seek first to understand, then to be understood.”
— Dr. Stephen R. Covey, author, Seven Habits of Highly Effective People.
This course focuses on the first part of the Covey formula: asking questions and listening so you understand better. It teaches tips and tricks for mastering these most difficult and rewarding skills. Whether you’re trying to pitch a prospective client on an engagement or to convince an employee to work over the weekend, your success hinges on your ability to identify their needs. This two-part course concentrates on the special communication problems leaders face: adapting a message to different constituencies and clients; coaching employees; and business development. A former Wall Street Journal reporter who teaches marketing at the Johns Hopkins School of Public Health, Greg Conderacci will introduce you to the proven communication techniques he has used for decades.

Learning Objectives
  • Recognize why questions can be more important than answers
  • Identify skills to enhance listening performance
  • Illustrate how to probe for a client’s or colleague’s real needs so you can add value more effectively 
  • Identify common communication mistakes
  • List the four basic human emotions
  • Identify the skills necessary for trust

Major Topics

• Avoid common mistakes communicators make
• Why becoming a trusted advisor depends on questioning and listening
• What should you be listening for
• Asking the right question the right way
• Dos and Don’ts for effective listening
• Coaching employees with different levels of potential

Advanced Preparations


Who Should Attend

Anyone who wants to improve communication skills, especially those in leadership or business development roles

Fields of Study
Communications and Marketing


People who are leaders in their company, department, or firm; those who manage staff

Business Learning Institute

CPE Credits


This course is available for your group as:


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