One of the principles I use is to first seek to understand and then be understood. Too often, I am to pushy to get my opinion and ideas out that I bulldoze right over the other person. A good technique is emphatic listening which is an approach to ensure you understand the other person and that they know you have listen to them. Essentially, you mirror back what they have said. For example, after they speak, you would reply, "what I think you have said is..." This is also a useful method to keep from zoning out and planning your response. I also remember that conversation is a two-way activity. Sometimes, it just isn't going to work.