Philosophies in Real Estate - Listing

I would like to expose a dangerous term. This term is overused and misused by real estate professionals daily. I find that the misuse of this word, in-part, fosters a mindset of mediocrity and results in sub-standard sales results. This missused and overused term is "listing", typically used in the context of receiving an opportunity from a seller to commercially exploit (or sell) a property. Agents go on "listing" appointments, agents study methods for closing the sale and asking for the "listing". Once we receive the "listing" then what? We go back to the office and "list" the property, right? There, right there is the problem.
Mediocre agents think that way; they make a practice of "listing" property. And I ask you, what kind of a service is that for sellers? Any property owner can put their commercial property on Loopnet.com and put a sign in the yard. Ok, maybe the sign won't be a cool as ours but they've "listed" their property. I would like to propose that we strike the verb usage of the word "listing" from our vocabulary and replace it with new terminology centered around an opportunity to "market" a property for a seller. In fact, when talking with your next prospect, tell them you don't want to list their property. Ask for an opportunity to "find a buyer" through targeted marketing. Then make it your goal to exceed their expectations.