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