Rega claims that hearing does not take effort, but listening requires a great deal of effort and concentration. Once we are willing to acknowledge this, we can start developing the listening skill. Tuning out the subject. Good selling requires no lines and all customers have unique concerns because they are unique people. Being distracted by the sound of a person's voice or their delivery manner.
Good listeners can break through tonality and get to the message being sent by the prospect.
As Rega puts it, it still requires concentration and effort. Letting emotions get in the way. Rega states that this is an extremely difficult skill to develop, because we are emotional beings. Doing two things at once. Guilty as charged.