Making an impact via Analyst Inquiry
File a clear request:
An inquiry call lasts for only 30 min so always have a set of questions in order of priority. Having at least a couple paragraphs explaining the issue will help launch the call effectively. This will also set expectation rights and help you ask additional question if time permits. Attaching a document or referring to a URL can help as well.
Do your homework:
Tie your request into published research whenever possible and while reading you can also find right analyst for your questions. When reading research for the first time, jot down your questions. If there are subject areas left untouched, point out to the analyst how more elaboration is needed. Many a times company use these gaps show case their offering.
Inquire call can also be done if you have a pressing question in mind that overlap analyst agenda or topics he is interested in. I have read somewhere that only 20% of analyst knowledge gets map into a published research. And I think that true
· Provide bandwidth:
An inquiry questions may require more than 30 min as it may be both vertical industry and horizontal/product technology savvy. If you know the analysts that have what you need, request a two-analyst calls with a same analyst. This type of call is not a frequent occurrence for me, but it can be very effective. Other might have the same question as well so try to have more than two speakers for 30 min each.
· Availability:
Inquiry calls are subjected to analyst availability and his coverage. However, most research organisation ensure they find a suitable analyst to answer the same.
· Engage and interact:
Thank him for citation or a positioning to break the ice and then build upon previous conversations/engagements. If the inquiry call is not opened appropriately, gently remind the analyst to come back to the questions. Brief introductions may be in order, so that everyone can know how much background detail is appropriate for the audience. Many times, inquiry calls are done after a briefing so that analyst has a complete background.
.· Remember, analysts are human.
It’s not unusual for analysts to have only 5-10 minutes between calls. Help the analyst launch well and steer the call to a satisfactory touchdown.
· Top of mind recall:
Analyst inquiry should compel an analyst to think about Newgen. An inquire call or any interaction with analyst must change analyst behaviour — not just perceptions or mindshare. An analyst may keep an eye on more than 100 vendors, perhaps knowing 15 of them well. In this context, vendors jockey for an analyst's available mindshare with a host of direct competitors — plus firms in other categories that the analyst cover.
· Give feedback.
After an inquiry, clients can rate the inquiry from a 1 (low value) to a 5 (extremely valuable). Clients can also add any comments they may have regarding their experience with the inquiry.
All this pointer will also ensure that overall time is effectively utilize, and you get most from this experience.