• Recent Posts: Influencer Relations

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

How to break analysts out of auto-pilot inquiry responses

icon-phone-headset.jpgAnalysts who cover really popular topics can answer the same question over-and-over to the point where they go on auto-pilot. This means delivering basically the same information and advice regardless of the client’s situation. This is especially true for end-user or IT manager inquiries. Back when I was a Gartner VP & Research Fellow covering CRM, I once counted up 300 inquiries in a short time all asking me to compare and contrast the same three leading vendors. My eyes would glaze over as soon as the appointment reminder popped up for yet the next inquiry on the three amigos. So how do you ensure that the analyst is not on auto-pilot? Provide background on your situation and ask drill down questions. 
 
It’s not that the analysts want to be a human playback device of a generic, standard response to your question, but it is human nature to fall into a rut. The easiest way to shake the analysts out of their rut is to truly engage them in conversation. Feel free to interrupt them – politely – in the middle of their spiel and ask drill down questions. Always bring the conversation back to “what are your other clients in my situation doing?” Frankly, analysts appreciate stimulating inquiries and really want to engage so they won’t be annoyed by your probing questions.
 
A great way to get the conversation heading in the right direction at the outset is to provide background on your company and situation. Then ask the analyst “Have you talked to other IT managers in my industry facing the same situation? How many? What were they asking you?” This will cause the analyst to pause and think about past inquiries, focusing them on your industry and situation.
 
Bottom Line: Take charge of inquiries to ensure you get real insights and valuable information. Don’t let analysts fall into auto-pilot mode.
 
Question: Have you ever suspected that the analyst was giving you a standard response and not tailoring it to your situation?

Are you getting the most from your analyst contracts? SageCircle can help. Our strategists can:

  • Evaluate the usage of your contracted analyst services and suggest ways to maximize business value from your investment
  • Train your colleagues with analysts seats (e.g., Gartner Advisory and Forrester Roleview) through efficient and effective distance learning via webinar or teleconference
  • Critique your upcoming analyst contracts to ensure you are getting the right services from the right firms to meet your business needs
  • Save you time, money and aggravation

To learn more contact us at info [at] sagecircle dot com or 650-274-8309.

3 Responses

  1. […] How to break analysts out of auto-pilot inquiry responses […]

  2. […] How to break analysts out of auto-pilot inquiry responses […]

  3. […] Engage your mind in the inquiry by gathering background on the client’s specific situation rather relying solely on notes made by the firms’ client service representative […]

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