The hype surrounding digital amplification encourages many to have unrealistic expectations. Some believe that these new hearing aids will be so good, utilization of listening strategies won't be necessary. Unrealistic expectations can lead to unsuccessful fittings. Returned and unused hearing aids aren't simply a function of concrete issues such as imperfect programming, however. Often they are the result of inadequate counseling and patient preparation. Excessive time may be spent programming and matching targets, at the expense of listening to and addressing patients' overt and covert needs. While understanding the importance of "selling" hearing aids as a part of the rehabilitative process, audiologists need to separate themselves from basic "salespeople" by creating a more balanced mix of technical support (programming), emotional support (counseling), and rehabilitation (auditory training). Counseling skills may seem obvious, but they are not inherent in all audiologists. In this session, novel strategies and approaches to counseling (comprised of both information gathering and conveying of information) will be detailed.