Peter Doro, Principal Sales Engineer at Attentive and Denver Regional Community Leader for PreSales Collective, introduces the concept of "value listening" in this episode of the Presales Podcast with hosts Avery Cochran and Matthew James.

Value listening is a framework that shifts solutions professionals from being product experts to masters of technology application. In a world where AI and easy access to information have commoditized product knowledge, Peter argues that the new differentiator is understanding how technology is applied in specific customer scenarios and making customers feel seen rather than simply showing them features.

• Connect with Avery Cochran: https://www.linkedin.com/in/avery-cochran/

• Connect with Matthew James: https://www.linkedin.com/in/matthewyoungjames/

• Connect with Peter Doro: https://www.linkedin.com/in/peter-j-doro/

• Join Presales Collective Slack: https://www.presalescollective.com/slack

• Sol/Con 2026 (Chicago, August 2026): https://www.presalescollective.com/solcon-2026

• Presales Collective Podcast: https://www.presalescollective.com/podcast

• Selling Through Curiosity: https://www.sellingthroughcuriosity.com

• Samsara (Episode Sponsor): https://tinyurl.com/s-ejobsatsamsara

1. The Shift from Product Expert to Application Expert

2. Value Listening Definition and Origins from "Selling Through Curiosity"

3. Subtractive vs. Additive Sales Techniques

4. Making Customers Feel Seen vs. Showing Product Features

5. Hypothesis-Driven Discovery and Showing Less

6. Leading with Humility and Curiosity in Unfamiliar Territory

7. The Art of the Second Question

8. Repeating Back and Simplifying Customer Context

9. Doing Pre-Call Research to Show Up Informed

10. Knowledge is Additive, Wisdom is Subtractive

Making the leap from top-performing individual contributor to effective leader is one of the toughest transitions to make as a Solutions professional. Host Avery Cochran sits down with Akanksha Sehgal, Senior Director of Worldwide Technical Solutions at Omnisa, to explore why the skills that make you a great SE often don't translate to leadership. Akanksha shares her 13-year journey, from handling strategic accounts to leading global teams, and reveals the mindset shifts required at each stage of leadership growth.

• Connect with Avery Cochran: https://www.linkedin.com/in/avery-cochran/

• Connect with Akanksha Sehgal: https://www.linkedin.com/in/akanksha-sehgal/

• Join Presales Collective Slack: https://www.presalescollective.com/slack

1. The Challenge of Moving from Expert SE to Leader

2. Demonstrating Leadership Before Getting the Title

3. Building Influence and Trust with Former Peers

4. How Success Metrics Change from IC to Manager

5. The "Smartest Person Trap" and Letting Your Team Shine

6. Creating Strategic Thinking Time vs. Staying Tactical

7. Progressing to Senior Leadership and Managing a Function

8. Breaking Down Silos Through Cross-Functional Collaboration

9. Making Hard Decisions and Balancing Business with People

10. Being Your Authentic Self as a Leader

Mike McDowell, author of "Demotainment," joins hosts Avery Cochran and Matthew James to discuss how presales professionals should approach demos and presentations like Broadway performers, bringing energy and showmanship while maintaining authenticity and personalization. The conversation explores the balance between rehearsed performance and authentic engagement, emphasizing that delivery and storytelling are just as important as technical content.

• Connect with Avery Cochran: https://www.linkedin.com/in/avery-cochran/

• Connect with Mike McDowell: https://www.linkedin.com/in/mmcdowell1/

• Join Presales Collective Slack: https://www.presalescollective.com/slack

• Presales Collective Podcast: https://www.presalescollective.com/podcast

• Demotainment (book by Mike McDowell): https://a.co/d/00DK30rj

1. Broadway Performer Mindset: Bringing consistent energy and leaving personal baggage at the door while maintaining authenticity

2. Improvisation Within Structure: Balancing 80% prepared content with 20% customer-driven conversation

3. Account Team Choreography: The importance of rehearsed handoffs and transitions between SEs and AEs

4. Strategic Partnership: Presales professionals as strategists involved throughout the customer journey

5. Storytelling Delivery: How stories are told matters as much as the content itself

6. Personal Connection and Credibility: Building rapport through industry experience before product features

7. Engaging Remote Audiences: Techniques for handling Zoom calls with cameras off

8. Value Demonstration Through Stories: Using concrete examples like the $7 million hyperlink story to illustrate ROI

9. Energy and Authenticity: Genuine enthusiasm influences buying decisions beyond rational factors