I Know What You Want. Do You Know What I Want?

I sit across from strangers in what to them is a strange world. This has been my life for thirteen years. I am an analyst. An analyst is an influencer helping buyers sort through technology options. My focus is the supply chain management market. I try to make heady stuff simple. I pride myself on giving usable advice to supply chain leaders.

During the week, I write blogs, reports, and advise clients. You may see me speak at a conference, listen to me on a webinar, or find me on Linkedin; but for the guy across the table, there is one, and only one, thing on his mind.The stranger across the table wants my ink.

Unabashedly, the technology vendor wants an endorsement. If they are successful in the meeting, I will rush to my desk and write something positive about their product, their company, or their idea. I help to define markets, and open doors and influence financial analysts to open their pockets to provide money.

It is not easy. I am known as a tough cookie and a straight shooter... a curmudgeon of sorts. I have been at this for a long time, and it takes a lot for me to click my heels and run to my desk and let positive words flow. Sadly, my brain is wired to write the negative more often than the positive, and I am easily bored. It is how an analyst is wired. When I endorse a product, I am giving the company the gift of my political capital which I have worked many years to acquire. This endorsement is hard to earn.

At this time of year, many technology firms are polishing their pitch-decks to hit the circuit for 2015. So, as companies pull their chair up to my table (or any other analyst's table) for what is fondly termed a "briefing," I would like for the sessions to be more successful. In the spirit of holiday giving, here are my five tips to make this go smoothly:

Tip 1: Understand who you are talking to. Do your research before the meeting. In prepping for the meeting, understand the analyst's point of view and their history. A simple rule is to answer their questions. A frequent mistake is to avoid answering the analyst's questions and to show or discuss someone else's research with the analyst. Instead, focus your briefing on their point of view and expand and conquer from there.

Analysts, press, and thought leaders are an interconnected web. Understand who each influencer influences before the meeting, and use appropriate supporting materials.

Let me give you an example of what not to do. I used to work for Gartner Group. Many of the frameworks that I wrote live on. It is hard for me to have a vendor present one of the frameworks that I developed to me as the "Gartner Framework." Likewise, I have no interest in seeing a piece of research from another analyst firm or consultant. Companies do better if they speak from current work giving their point of view.

Tip 2: Have a dialogue. Ask the analyst their opinion. One of the things that amazes me is the amount of time that a vendor can talk in a briefing. Sometimes, I laugh inside. Many sessions are like on your mark, one, two, three....talk! As I sit back and set my watch, the technology vendor will wax on and on.

They will never engage in a conversation. In fact, some will talk so fast that I wonder if they have a special voice box equipped with a new breathing apparatus. If this is you, stop! Take your time, and look the analyst in the eye, and have a dialogue. If you speak more than 50% of the time, you have talked too much

Tip 3: If it is there, be prepared to tell the story. Most vendors will show up to the session with a beautiful, well-honed powerpoint deck. They will spend hours preparing the deck, but often cannot carry the message. Most of the decks will have what I call the "logo slide." When I see these, I rub my hands. The fun is about to begin. How so?

Since I usually know the manufacturing companies better than the vendor, one of my favorite dialogues is to ask them about the companies that they have on their logo slide. Surprisingly, most company spokespeople cannot tell me the stories behind their logo slides. The rule is consistent. If you show it, be ready to tell the story.

Tip 4: Humility goes a long way. The second place that most presenters will stub their toe is the discussion of the 'birthday cake' slide. This slide usually depicts a stack of applications with the vendor's application in the center. They will position their solution as the most important technology. At this point, I love to challenge. I ask the vendor why they deserve to be the at the center, and watch the representatives writhe in their chairs. Most are uncomfortable with the challenge, and try to defend that they are the center of the technology universe. My advice is to tell the story with honesty and humility.

I love the sessions that focus on innovation, and how the vendor's solutions are solving real-world problems. You will score points with me if you bring me a new perspective. I like fresh point of views.

Tip 5: Watch your time. Analysts are booked on the hour. It is hard to squeeze in bio breaks and find time to get coffee. As a result, try to make an hour meeting last no longer than 50 minutes.

I hope this helps. See you in the new year!

Anyone else have any tips to share...?