I would add two things.

Be an active listener, meaning that when they make an important point, validate their thoughts by repeating back to them something similar or by saying ," I see your point" or, " I agree"

Listen with more than your ears. "They say", communication is 90% non verbal.

I agree. Pay attention to non verbal clues. Posture, tone of voice , volume of voice, etc...

This most important when you are speaking to notice their reaction to you.

Here is a little true story to share this point.

Several years ago in Anchorage Alaska I was called to give a bid in a large dental office. When I was shown into the office managers office the conversation started like this,  Angry look on her face, arms crossed) "You better not try to cheat me like the last carpet cleaner we used!" "He gave me a bid, did a lousy job, tried to make a bunch of excuses and charged more money than he quoted me."

My response was, ( I leaned forward with a scowl on my face) " I hate it when carpet cleaners do that. They need to learn how top give a bid properly so that they don't need to try to charge more after the job. They need to be honest about what they can clean up or not. As carpet cleaners that's our job to get your carpets clean!" "Let's go see what the problem areas are and see how we can take care of them." So we stomped off together, with her complaining about this and that and I was agreeing and explaining what could be done. After about two minutes of this her voice softened and she begin to introduce me as the carpet cleaning company that was going to be cleaning their carpets. They turned out to be great customers.

I agree with you Ed that communication is the key to getting customers and retaining customers.

Akpowerclean