OBJECTIVE: To verify, by means of reports of health professionals, what an institutional program of in-service training must contain that is focused on the development of the capabilities to accomplish qualified listening. METHODS: A study using a qualitative, descriptive method, conducted by means of interviews with a focus on the social representations of six professionals - nurses, psychologists, occupational therapists and managers - of an ambulatory clinic at the Hospital das Clínicas de Belo Horizonte (MG), about the procedures of social management in the use of this tool.