In this episode of SalesTV, Todd Snelgrove - author of “Value First Then Price” - explains why sellers who compete on price lose margin, while those who quantify value win trust and profit. Drawing on decades leading global value-selling programs for major industrial and technology companies, Todd shows how to prove the measurable impact of your solutions in financial terms buyers respect. Together we explore how to equip champions with business cases that resonate with procurement, what makes ROI stories believable, and why the most profitable companies buy and sell based on the best value, not the lowest price.
Chapters
00:00 – Introduction - Price doesn’t equal Cost doesn’t equal Value
04:30 – From Total Cost of Ownership to Total Profit Added™
05:00 – Showing measurable value to procurement
07:00 – Mistakes sellers make with ROI
10:30 – Aligning sales and marketing to prove value
13:00 – Quantifying non-financial value drivers
15:10 – Teaching teams to defend margin confidently
19:00 – When to walk away from price-driven buyers
21:40 – Tools to calculate Total Profit Added™
22:52 – The ONE THING - Know your value
In this episode we asked…
* What do you mean when you say price doesn’t equal cost doesn’t equal value?
* How can sellers prove value to procurement, not just users?
* What are the biggest mistakes salespeople make when talking about ROI?
* How do you teach a team to defend margin with confidence?
* When should you walk away from a price-driven buyer?
* What metrics and tools help calculate Total Profit Added™?
Key Takeaways
* Price doesn’t equal Cost which doesn’t equal Value. Understand the difference and communicate it clearly.
* Quantify your value in the buyer’s language using financial outcomes.
* Equip champions with a credible, concise business case they can defend.
* Defend margin with belief - your confidence in value drives buyer confidence.
* Value-based companies are 36% more profitable than price-driven competitors.
Todd Snelgrove breaks down how value selling helps organizations reduce discounting and build credibility with procurement. He introduces the concept of Total Profit Added™ (TPA) - an evolution of Total Cost of Ownership - to help sellers connect their offering to measurable business impact. Todd shares proven frameworks for quantifying value, building ROI models, and aligning sales and marketing to document outcomes. Learn how to navigate sales negotiations by trading value, not margin, and how to create case studies that reinforce your story long after the sale.
The ONE THING Todd Snelgrove wants you to take away…
Know your value. Then prove the difference to your buyer.
About SalesTV
SalesTV.live is a weekly talk show created by salespeople, for salespeople. Each episode explores sales, sales training, networking, and social selling, bringing together sales leaders, enablement professionals, and practitioners from across the globe.
About the Institute of Sales Professionals
The Institute of Sales Professionals (ISP) is the world’s only body dedicated to raising standards in sales. Through its Sales Capability Framework, certifications, and global member community, the ISP works to elevate sales to the level of a recognized profession.
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