Influence Purchasing Criteria in B2b through Quantifying and Documenting Superior Value

Todd Snelgrove,
Chief Value Officer, SKF
Andreas Hinterhuber, Ph.D.,

Tuesday | April 15 | 10–11:30a.m. CST
** Note that this webinar is scheduled for 90 minutes.**

SAMA Focus Area

Financial/business acumen; value analysis and opportunity insight; customer knowledge; communication & influence skills; negotiation skills

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This webinar is for the strategic account manager who wants to change purchasing managers' decision–making criteria to total value delivered, as opposed to lowest price. Our expert presenters will show how to transition from cost/competition–based pricing towards value–based pricing and how to improve the ability of the SAM to justify their own prices with the value they deliver to customers. Todd Snelgrove illustrates how SKF, a global leader in industrial bearings, conducts Total Cost of Ownership and Total Value of Ownership calculations to quantify customer value. This enables SKF to justify price premiums vis–á–vis competitors and demonstrate how SKF is able to profitably grow with a product portfolio that carries significant price premiums vis–á–vis competitors. There are proven methods and tools that account managers can use to translate product features into customer benefits and into documented and quantified customer value. Account managers need to document in monetary terms ($/€/£/¥) how much incremental profit a proposed product or service delivers over the customer's next best alternative.

Topics will include:

  • Methods and tools to quantify and document customer value
  • Total cost of ownership/total value of ownership calculations
  • Best practices for aligning prices with value, not costs or competitive price levels
  • Improved ability to justify price premiums versus competitors and withstand price pressure from professional B2b purchasers
  • The SKF experience: tips and personal reflections on how to use customer value as the main input for setting prices


$99.00 - SAMA Individual Members

$169.00 - SAMA Non-members (This $169 can be applied toward your $450 membership fee if you join SAMA.)

Free - SAMA Corporate Member Companies (They have access to all live and on-demand webinars.)

Presenter Information

Todd Snelgrove

Todd Snelgrove is Chief Value Officer for SKF, the € 8 billion world market leader for industrial bearings. As CVO he has more than 10 years of experience in documenting and in quantifying the business impact of SKF's product and service portfolio to customers. His work has been featured in the Harvard Business Review, the MIT Sloan Management Review and other leading international journals. On value and price management, he is a guest lecturer at IMD, Chalmers and the London Business School. Todd is also a Founding Fellow at the Sales Leadership Alliance at the Chartered Institute of Marketing UK. He achieved the Honors BA in Business and Politics from Wilfrid Laurier University.

Andreas Hinterhuber, Ph.D.

Andreas Hinterhuber, Ph.D. Andreas Hinterhuber is a Partner of Hinterhuber & Partners, a consultancy specialized in strategy, pricing and leadership. He is also a visiting professor at the University of Lugano, in Switzerland. Previously, he was a marketing executive with Bayer AG, where he was responsible for the group's largest product group with worldwide responsibilities. He has worked in the U.S., Japan, China and Germany. He has completed consulting projects for 12 of Germany's DAX 30 companies and other companies from around the world. He has an M.A. from Bocconi University (Milan, Italy) and a Ph.D. from the University of Vienna (Austria). He has published thought-leading articles on pricing in the MIT Sloan Management Review and other leading international journals. Business Strategy Review, the strategy journal of the London Business School, lists Andreas among major management thinkers.

Registration for this webinar is now closed

If you would like information on obtaining an audio file of the event, please contact Erin Pallesen

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