He didn't mint them himself ... there's been quite a lot of work done on the die varieties for seventeenth century traders' tokens (of which about 10 000 varieties are known; and it is believed that this represents perhaps a third of teh total number there were).
It seems that there were perhaps three or four main producers, and that their agents toured the country taking orders from individual traders. Whever possible they used as many common features as possible so that the dies could be prepared with a minimum of punches. Economy of scale, as it were.
Market value of these tokens varies according to condition and interest in the particular token, but you can generally expect to pay between £40 and £200 for them in collectable grades. The most sought-after one, like the heart-shaped Biggleswade Overssers token, can get up to about £400.
From your photograph, and assuming that the other face is in similar condition, I'd say that the base token should be graded good Fine. The detail and the inscription are clear and it has a nice patina to it. But the damage to the flan is quite substantial and will have a fairly deleterious effect on its overall value. I would suggest that a fair price for this one is perhaps £25 - £40.
