If better negotiating is about being better able to express your value, how good are people at expressing value? Buyers pay for value, which is not to be confused with price. If you heard, "this is a $40,000 car, but I will sell it to you for $32,000", what would you think? You would most likely think it was a $32,000 (or less) car. Since IBM just made its largest-ever acquisition, Cognos, we thought we'd look at how Cognos expresses their value. One of their solution overview pages includes this language:
1. "Enables more effective rewards for your workforce, enhancing satisfaction and commitment.
2. Increases customer retention; win more new customers; improve productivity; and raise profits."
There is a distinct difference between these two examples. Number 2 follows a recognizable…