Being Switzerland...

Recently, I realized a dream. (OK, so maybe my dreams aren’t all that exciting.)  The thrill: I sat down with the new crop of industry analysts to talk about how they can engage with vendors. Yep, that’s right. They invited me to share insights and tips on how to make the most of relationships with vendors.

 How many times have I talked a client into NOT cancelling their contract because an analyst hasn’t covered them, won’t endorse them, refuses to share e-mail addresses of target end users with them?

I tell them: It takes time; you need to invest in the conversation outside the briefing; you need to listen and occasionally heed their advice, and always tell them when you do.  But this? This was a full 180° shift – now analysts are interested in hearing the other side of the story?  It was as if Obama’s message of empathy broke through in B2B. 

What did I tell them? It’s pretty simple, actually – despite the $35,000 renewals at stake.  Vendors have what you want. You have what they want. And quite honestly, you can both win. Figure out what the vendor – those talking heads who book you every hour on the hour – is motivated by. Be honest about what you can and can’t do. Invite their opinions. Give up something – insight, critique or an opportunity.  Disagree freely, and when you do, but share your reasoning. Take good care of any contacts they share.

Hmmm. Almost word-for-word what I counsel clients. A common ground, found. Will it matter? Who knows.  But finally I can tell my clients that at least one analyst firm is raising up a whole new team of players willing to listen – and that, my friends, is the key to conversations that actually work, and hopefully, pay off.

- By Susan Bassett

Comments

[Chris Rehl]

Very interesting and timely (at least for me) topic, Susan.

I have been thinking about the value we get from our analyst relationships and have not been able to get the payback to work in my mind, yet. That being said, we have gotten a few favorable mentions in reports, have used analyst quotes in our press releases and articles and have had some briefings which exposed some nuggets that have been useful to us in the sales process.

As we move forward with our strategic realignment, achieve customer successes with our strategy and can provide business level references to the analysts, I am convinced that we will realize much more benefit from the analyst community. They want some proof points.

Thanks for the insight.