Analyst relations isn’t rocket science – it’s relationship science. Analysts at research firms are human, just like you. But all too often people treat analyst relations like a bad PR rep treats the media. Stop trying to market to them, or sell them on your company or product or service. It’s definitely not winning you any friends or influence. So what should you do? Start with these five tips:
Tip #1: Be Different
Analysts hear from numerous companies who claim to be the best-in-class, industry-leading agency or tech firm in their industry. Don’t say it. Prove it. With what makes you different. And amazing client examples.
Tip #2: Be Interesting
You don’t have to be a client to be able to brief analysts about your company, but if you ever want to hear from them again, you better be interesting. They don’t want to hear about your processes and all your awards. They want to be engaged and walk away with a clear understanding of who you are, what makes you different, and how you solve problems for clients. Their clients.
Tip #3: Be Helpful
Don’t bombard them with useless crap. That’s right. Crap. Like press releases that have nothing to do with their area of coverage. Or marketing materials that talk about how great you are, with no proof of anything. Or other outlandish claims with absolutely zero proof to back them up. Instead keep them updated about any significant client wins and results or any new company information that is relevant and valuable related to the research they cover.
Tip #4: Be Thoughtful
Most analysts welcome a healthy debate about their latest research or thinking (most, not all), but pointing out flaws and being combative to try to prove how smart you are will get you nowhere. In fact, there’s a good chance they’ll never take another email or phone call from you again.
Tip #5: Be Respectful
Keep the golden rule in mind. Treat them like you’d like to be treated. Respect their time. Be on time for meetings, whether in person on the phone. And end meetings on time. Respond to their requests quickly, and be professional. If you disagree with anything they publish about you, by all means, take it offline and avoid any sort of public debate.
These are just a handful of ways to get off to a great start in building solid relationships with analysts. Done right, analyst relations can result in great two-way relationships that deliver value for everyone.
