The Truth About Value-Based Selling That Most Salespeople Never Learn

Mark McGraw sits down with Josh Pitchford to unpack one of the most misunderstood concepts in sales: Value. You’ll learn what it actually means to deliver value, why it’s different for every buyer, and how to uncover it by focusing on the customer's needs.

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Tune in to hear practical tips, real-world insights, and a fresh perspective on value-based selling.

• Josh starts by explaining why most salespeople struggle with “bringing value” in sales: Because we assume we know what the other person wants.
• According to Josh, value is one of the most subjective concepts in sales—it means something different to everyone. Learn to ditch the guesswork and start every relationship by asking what truly matters to them.
• Understand the trap of selling to “roles” instead of people. Josh explains that even when a room of decision-makers shares a job title, each person experiences the problem differently. Zoom in on their personal attachment because what’s valuable to one stakeholder may be irrelevant to another.
• Josh explains that value can’t be delivered in bulk—it has to feel custom, so make all your conversations personal. 
• Mark highlights that “value” is just like beauty, it lives in the eye of the beholder.
• Why your clever pitch doesn’t matter unless it hits the mark emotionally and practically.
• According to Josh, the fastest way to uncover value is to simply ask, “What does success look like for you?”
• How to turn vague value into clear ROI: Start quantifying and put a number to it. Mark and Josh reveal that buyers begin to pay real attention when you tie your value to dollars, time saved, or risk reduced.
• How to own the conversation with a prospect: Show them something they hadn’t seen before.
• Josh breaks down the “Scooby-Doo moment.” Gain control of the conversation with a prospect by showing them something they hadn’t seen or thought off before.
• Mark and Josh agree that most salespeople fail because they talk about what they’re selling instead of what the buyer actually cares about.
• Josh explains that showing up with answers before asking questions is a fast track to irrelevance. You need to lead with curiosity if you want to land with impact.
• The benefits of having an upfront contract. Josh explains that simply setting expectations early ensures you don’t waste each other’s time and only discuss relevant topics.
• Josh explains that every buyer question has pain behind it, and you can uncover it if you listen closely.
• Why emotional context is the difference between a helpful seller and a forgettable one.
• Mark highlights the skill of simplifying the complex. Sales conversations should never be complex. Buyers will appreciate you more if you can simplify the complex. 
• How to earn trust fast: Get to the root of the problem in a way that feels effortless to them. Understand that your wisdom isn’t just in what you know—it’s in how clearly you help them see it.
• Josh explains that no two deals are ever exactly the same. Your last big win might lead you astray if you assume this new buyer wants the same thing. Learn to treat every deal like it’s the only one that matters—because to them, it is.
• Mark and Josh cover how to stop giving your insight away for free: Ask for something in return. People appreciate more when they have to earn something, not when they can get it for free. 
• Josh explains that although we live in the information age and buyers can Google anything, they can’t replicate your hands-on market experience. That’s why there will always be a place for exceptional sellers.
• Learn how to bring the kind of insight that makes people lean in and say, “Tell me more.”
• Mark highlights a universal truth: People don’t value what they don’t pay for. Understand that when you just give insight without asking for anything in return, it often gets dismissed or forgotten.
• How to get a PhD in your client—know their goals, blind spots, and what keeps them up at night.
• For Josh, real trust is built when they feel like you understand them better than anyone else. 
• Mark shares how to create breakthrough moments with your prospects by showing them what they can’t see for themselves.
• Josh explains that when clients start asking you about things outside your deal, you’ve crossed into real trust. The more valuable your perspective, the more problems they’ll ask you to solve for them.
• How to truly bring value? Come prepared. Josh explains that the best reps don’t show up ill-prepared. They do their homework and research as much as they can about the client’s problems. 
• Mark explains that great sellers aren’t just problem solvers—they’re problem identifiers. Your biggest value might be naming the issue your buyer didn’t even realize they had. So, learn to lead with insight, not answers.

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

Josh Pitchford on LinkedIn

BuildingYourSalesEngine.com/27

Building Your Sales Engine on Linktree