No-Nonsense Investment Reports that Keep Your Clients Coming Back
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These days, more than ever, your clients demand investment research reports that provide balanced, hard-hitting analyses of the facts.
Meanwhile, you want to give your clients valuable information that will keep them coming back—and help your career by differentiating you as an insightful analyst.
Here are five strategies to help you exceed your clients' expectations.
GO BEYOND THE COMPANY'S PUBLIC RELATIONS "MESSAGE"
Of course, a quality company is going to provide you with some reliable information, but remember, your client wants independent information, not corporate "messaging" that gives you only what the company wants you to know.
RESIST THE URGE TO GET SWEPT UP BY MERE PERCEPTIONS
Don't believe everything you read. Sometimes a company gets better treatment in the media than it deserves. Most reporters want only the facts, but some naively believe—and then pass on to their readers—glowing descriptions of a company's brilliant leadership, game-changing products, and services and strategies for marketplace dominance.
DISCOUNT WHAT COMPETITORS SAY
In cases where an industry is highly competitive, companies may take verbal swipes at others in their industry. Take these attacks for what they're worth. Much like the shadows on Plato's cave walls, it could all be an illusion.
CHECK OUT EMPLOYEES' BLOGS
A company's internal culture—the invisible but powerful environment that shapes how people work on a daily basis—is a critical factor in determining whether the company has what it takes to execute its strategy. What's it really like to work for the company? Is the culture one of fear and loathing, or is it a place where people achieve bottom-line results working on their own terms? Employee blogs may well give you better insights than glossy annual reports loaded with stock photos of grinning employees.
LISTEN TO WHAT CUSTOMERS ARE SAYING
If a company cannot fulfill its promise to customers, then, surely, it's not a smart investment. Interview customers. Speaking to them, and hearing first-hand about their experience with the company, is powerful information. And don't forget to track what customers say on social media for valuable insights.
Susan Mach, PhD, is a communication trainer, coach, and strategist. She will teach part two of "Top Tips for Great Research Reports" at NYSSA on Tuesday, July 10at 1:30 p.m.