Can you not listen and have a relationship?

The other day while "virtually" working (Actual meaning: while working virtually from a nearby cafe") I eased dropped on two young twenty-somethings complaining about their boyfriends. "He just doesn't get it." The one said to the other. She continued, "I told him I just wasn't ready to meet his mother. I told him I didn't want to spend time with his friends. I asked him to please call me when he gets home after a night out with his buddies. He just doesn't listen. He never hears what I have to say. It is really annoying." She was so upset. Literally red in the face. Her friend calmly said to her "How can you have a relationship with this guy if he doesn't listen?" There was silence. She had stumped her friend. In response, a few seconds later our complaining gal changed the subject. I guess she was afraid to face the truth of what her relationship really looked like or where it was headed. As I was listening I realized that there was a great lesson in all of this for marketers. We all hear about relationship marketing. The importance of developing trust and connection with her customers and prospects. I know many that feel they are doing a great job of this. Many are doing e-newletters and set up Facebook Pages for their businesses to connect with others. They are posting fun facts and sales offerings. They have vibrant websites with lots of great infomation and their sales people are in the "face" of their customers and prospects daily with special offers and discounts That's great. But missing from all of this is a true strategy and committment to actually LISTENING to what is on the minds of those they wish to have a relationship with. Let's all stop for a second. Stop talking and listen to those we wish to be in partnership with. Instead of posting an offer on Facebook try posting a question. Ask your "Fans" what's on their mind instead of telling them what is on yours. Use your email communications to encourage discussion. Send a poll or survey to get feedback. Watch your email click through reports to see what your receipents are interested in. Follow your customers on Twitter and listen to what they are saying. The more we listen, the more we learn. Learn more about your customers and prospects. Your listening will be greatly appreciated and at the end of the day you will end up having a much stronger relationship.