Selling Analyst Access vs. Written Reports
Thanks to Raging Bull co-founder, Bill Martin (aka Raging Bill), who sent in a link to the NY Times article It’s Not What They Know, but Whom. (OK now I have to breathe for a Zen moment, and reflect on the beauty of their headline’s grammer, coupled with the stupidity of the wording which reveals so little nobody would ever click on it alone or search for its keywords in a zillion years.)
Anyway, if you are in or tracking the research business, this is an article worth reading. At a time when folks like Forrester, Jupiter and IDC are cutting back or floundering for more revenue models (see my earlier blogs), a small research firm, has dumped their unprofitable industry guidebooks publishing biz in favor of a consulting model where institutional investors and others can call their analysts (often independent consultants working on a by-the-hour basis). Clients pay $48,000-$70,000 for unlimited access to consultants for three-six months.
In my experience selling consultant access of this type, admittedly in conjunction with a report sale, about 80% of clients only called once, and the remaining 20% called daily and were such a pain that consultants loathed them. Anyway, it’ s a cool article.
http://www.nytimes.com/2001/12/23/business/yourmoney/23RESE.html
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