Stop Selling Start Collaborating
In this episode of SalesTV, Ed Arnold - co-founder of LeveragePoint and Value Coach at The Valorizer - explains how to make your customer the hero of their story, build stronger business cases, and eliminate “no-decision” outcomes by quantifying what truly matters.
In today’s sales environment, closing deals isn’t the finish line; it’s the starting point for creating real business value. The best salespeople don’t pitch harder - they collaborate smarter, aligning across teams and with customers to uncover the value hidden inside every deal.
Chapters
00:00 Intro – Stop Selling Start Collaborating
00:45 Making the customer the hero
05:00 Value discovery and storytelling
10:30 Quantifying productivity and ROI
15:00 Avoiding “no decision” outcomes
20:00 Discounts vs. real value
26:00 The One Thing - Know Your Customer’s Value
In this episode we asked:
* How do I help my customer become the hero in their story?
* What does “selling with” a customer look like in real life?
* Why do so many deals die in “no decision”?
* How do I quantify customer value and prove ROI?
* What’s the difference between value selling and selling on value?
* How do productivity and collaboration create hidden value in sales?
Key Takeaways:
* The real hero of every sales story is the customer, not the product.
* Value selling starts with discovery and collaboration, not a demo.
* Intangible value isn’t imaginary - it’s just unmeasured.
* Helping your buyer build a solid business case reduces discounting pressure.
* Confidence, not price, decides most B2B deals.
Ed Arnold reveals how value-based selling transforms the entire buying journey. By collaborating with marketing, product, and customer-success teams, sales leaders can quantify ROI, reduce discounting, and improve win rates. The episode dives into practical examples of how automation, productivity gains, and better business-case storytelling uncover the hidden value of sales. Learn why alignment across departments isn’t optional - it’s the engine of modern sales performance.
The ONE THING Ed wants you to take away:
Know your customer’s value. Value comes from use, not features, and it’s different for every customer.
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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