"A" stands for ASK. To keep the conversation from bogging down and a speaker from rambling, ask questions periodically. Be aware that asking questions beginning with "where," "when," and "who" can result in a single word answer. These are called "closed" questions. If you ask questions beginning with "why," "what," or "how," you will usually get an open-ended response. The "open-ended" question results in more
information (useful intelligence) being shared in their response.

The first "D" in "LADDER" is for DON'T. Don't interrupt. Many people have a tendency to jump into a conversation with their own ideas. This is precisely the problem in failing to communicate. Stepping on a person's thought is just as rude as stepping on their toes. People avoid contact with interrupters. So, bite your tongue, and wait your turn. Let them finish their idea or sentence before you add to or clarify their message.

The second "D" also stands for DON'T. Don't change the subject. This is another way to alienate a customer. It's insulting if you immediately switch the conversation to another subject. Let them complete and close on their thought before you switch tracks and go off in another direction.

 
"E" represents EMOTION. If you are conversing with another person and they become emotional, don't overreact. Martial art experts know that the moment you become emotional, you lose control of the situation. When you lose control, you lose the ability to influence the other person. Instead, when listening, hear them out. Concentrate on the message and not the debate.

 
Finally, "R" stands for RESPOND. Show that you are listening. Your demeanor, your posture, and your facial expressions convey your acknowledgment. Sit or stand straight. Look attentive. Don't slouch. While they're talking, occasionally nod your head in agreement or move it slowly side to side in sympathetic understanding. Contribute an occasional "hmm-mmm" or "uh-huh" to show that you received the message. A periodic question can help you focus on the message and show the speaker that you're listening.

To listen better, use a LADDER - Look. Ask. Don't interrupt. Don't change the subject. Control your Emotions. And Respond to the speaker through gestures, short utterances, and questions. Each rung of the ladder is important. The message is clear: To increase profit opportunities, don't just hear  - LISTEN!