Evaluating good analysts
- Does the analyst actively listen before asking questions?
- Does the analyst treat non-client vendors with the same respect as client vendors? (If treated with respect, non-clients can become clients.)
- Seasoned PR and AR people recognize that analysts will generally not accept briefings from vendors outside of their coverage area. Does the analyst (or more likely, an assistant or vendor relations person) respond to a briefing request with a “no thank you”?
- Good analysts want to understand the relationship of the vendor’s product or service within the overall industry. Seasoned PR and AR people know that part of their job is to educate the analyst. Does the analyst ask for the vendor’s opinion?
- Good analysts assess the viability and creditability of the vendor. Does the analysts ask questions for which they already know the answer?
- Good analysts will break short a briefing that is rambling. Analysts don’t have time to teach a vendor how to do a briefing.
- Analysts do spend more quality time with a vendor client than a non-vendor client. Good analysts do so because they have built a relationship with the vendor client. In general, vendor clients contact the analyst firm more so than non-vendor clients.
- Good analysts generally have 10 to 20 years of experience in their coverage area. They know many of the vendor firms from their start-up days through multiple management changes.
I am not going to comment on which analysts would fail Maureen’s 8 criteria but there are several ‘high profile’ ones that I do not believe would make the grade.
Filed under: analyst relations | 6 Comments