It Comes Down To This… Price Is Just the Tip of the Value Iceberg

What if the price you’re fighting over is hiding the real value your business could deliver?

In this episode of It Comes Down To This…, I sit down with Todd, a seasoned sales leader who’s mastered the art of value-based selling. We unpack how to move beyond price wars and focus on what customers truly care about—value. Todd shares his insights from decades in B2B sales, explaining how to quantify value, flip price objections into opportunities, and use strategies like the decoy effect to guide customers to smarter choices. From emotional connections to practical pricing models, this conversation is packed with ways to make your business stand out.

If you’re ready to stop competing on price and start winning on value, this episode is for you.

Guest Introduction:
Todd Snelgrove is a sales leadership expert with a deep background in B2B value-based selling. Having worked with global corporations and mentored sales teams worldwide, he’s seen firsthand how businesses can thrive by focusing on value over price. Known for his practical, no-nonsense approach, Todd helps companies articulate their worth, align pricing with customer needs, and build trust through emotional and data-driven strategies. His insights have transformed how organizations approach sales, from startups to Fortune 1000 giants.

Key Takeaways:
– Value-based selling starts with understanding the customer’s perspective, not your costs.

– Price objections can be flipped by asking, “Do you want the lowest price or the lowest cost?”

– The decoy effect—offering a middle option—nudges customers toward higher-value choices.

– Emotional connections, like trust or risk reduction, are critical to communicating value in services.

– Pricing should be marketing’s domain, backed by research, not arbitrary cost-plus formulas.

Chapter Markers:
00:00 The Leadership You Didn’t Expect – Impact Beyond the Title  
01:34 Meet Drew Hiss: Entrepreneur, Founder, and Legacy Builder  
04:15 From Corporate Layoff to Calling – The Genesis of Acumen  
08:20 What Real Leadership Requires – Humility, Vision, and Community  
13:10 Why CEOs Need a Safe Place to Be Human  
18:02 Leading with Values in a Bottom-Line World  
23:27 The Power of Peer Advisory and Shared Wisdom  
28:55 How Faith Shapes Decision-Making in Business  
34:40 Building Legacy Through Intentional Leadership  
39:12 Advice for Founders Who Feel Alone at the Top  
44:00 Final Challenge – Are You Leading With Purpose?

Keywords:
Todd, Monte Clark, It Comes Down To This podcast, value-based selling, B2B sales, pricing strategy, decoy effect, sales leadership, customer value, price objections, marketing and sales alignment, emotional selling, business growth, value quantification, procurement strategies