Unlock the secrets to winning executive buy-in and selling on value (not price) in tough economic times. In this episode, host Bruce Scheer sits down with value selling authority Todd Snelgrove (author, "Value First Then Price" and creator of "Total Profit Added"), procurement expert Dean Edwards, stakeholder David, and ROI-selling leader Darren Fleming, to break down how business cases can drive premium deals—without discounting.
👉 Skip ahead to what matters most with these timestamps:
00:00 - Welcome & Introductions: Setting the stage for value selling mastery [Bruce Scheer, David, Dean Edwards]
04:45 - Meet Todd Snelgrove: Lessons from decades of value-focused selling
09:08 - Why Business Cases Win: Procurement, psychology, and profit impact
13:32 - Ability to Pay vs. Willingness to Pay: Insights from the field
20:27 - Inside Procurement: Sales tips from the other side of the table
22:44 - Timing Your Value Message: Why the early bird catches the deal
23:14 - Common Mistakes with Value Selling Tools: Avoid the Excel trap!
31:01 - Proof Points: Academic research, industry stats, and procurement testimonials
36:40 - The Power of Visualization: Why execs need one-page business cases
37:06 - Unveiling Value Navigator: Darren Fleming demos an AI-powered value case builder
42:09 - Adding Trust & Credibility: Referencing real research in business cases
44:48 - Customizing Your Story: Real-time adjustments for believable proposals
45:55 - What’s Next: Adding value in every buyer conversation
Don’t miss:
Why buyers pick suppliers who co-build business cases—in 80% of deals!
How to leverage AI for rapid, tailored, data-backed business cases (demo included)
Insider tips from both procurement and sales sides to elevate your deal performance in 2025
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