Simply put, listening enables reps to draw customers into an interactive conversation in which they can ask perceptive questions, probe for reactions, and respond to those reactions appropriately.
But most people aren't natural listeners, let alone trained in the art of listening. That's probable because real listening involves letting go of ego---temporarily subjugating one's own agenda in the interest of understanding another's message. The fact is, however, that most of us either don't hear the message at all, or hear it but misinterpret its meaning.