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Win Them Over - A Survival Guide for Corporate Analyst Relations/Consultant Relations Programs (Hardcover)
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Win Them Over - A Survival Guide for Corporate Analyst Relations/Consultant Relations Programs (Hardcover)
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Dr. Mallach's book was the first guide to corporate programs for
influencing consultants and analysts, in 1987, and the
twentieth-anniversay edition of this landmark book is a unique
step-by-step guide to what really works in analyst relations.
Reading this book is an excellent development opportunity for
managers that have AR experience but who would benefit from
developing a solid methodology for optimising the effectiveness of
their analyst relations. Win Them Over will show you how to make
your company easy for industry analysts and consultants to work
with - so they'll recommend you, not a competitor This 300 page
book covers these topics: * 1] The impact of analysts. Who analysts
and consultants are. It shows exactly how advisors influence sales.
You'll learn how industry analysts and consultants impact your
sales. * 2] What analysts and consultants want. This book shows the
relationship between the goals and means of an analyst/consultant
relations program and the information content that consultants and
analysts require. You'll learn what their "hot buttons" are as well
as their emotional "red flags" - so you don't accidentally hit one
when you do something that might perfect for a different public -
but might antagonize advisors. * 3] Information channels for
reaching analysts. This book discusses attitude factors with
analysts, the inbound value of analysts to your firm and the
growing importance of the "consultant difference." * 4] Planning
and alignment. Internally focused analyst relations activities are
the foundation for putting your analyst/consultant relations
program in place. This book shows how analyst/consultant relations
in your organization relies on showing howvaluable your
analyst/consultant relations program is -- and shows you how to
prove it. * 5] Executing AR outreach. Professor Mallach goes
through everything involved in working with analysts and
consultants: planning a program, publicizing it, running it,
auditing its effectiveness. This book helps you to assess your
program resource requirements and gives you the tools you need to
firm up your program timetable. This session also involves a review
of real analyst/consultant relations programs.
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