In our last post, we continued this blog series based on interviews with research buyers I had the pleasure of meeting over the last couple of months. Their insight into how buyer’s buy should be required reading for all MR agency employees. Here’s #4 in that series…
Name: Brett Garrison
Title: Manager, Market Insights
Company: Aflac
Years at company: 8
Brett, thanks again for doing this. Let’s start the conversation around content marketing. Does content (blogs, case studies, white papers, etc.) help to influence your perception of a supplier or your buying decision? Typically, no – although if I read a particularly interesting article, it might make me take more notice of or change my opinion of a supplier.
What about social media? Do you engage with suppliers on LinkedIn, and does their presence even matter? I connect with some suppliers on LinkedIn, but beyond that I’m not sure their presence really matters – although, again, a particularly interesting article could make me take more notice.
What are the top three research conferences or events that you (or your colleagues) attend each year? What about events in your industry vertical? #1 – Quirk’s Event; #2 – either CRC, TMRE, or IIEX (if you want to focus on innovation). And I don’t really attend any industry vertical conferences – just Market Research/Insights, as I’m more interested in that than Insurance.
Brett, what are the top three research publications or online sites that you (or your colleagues) read or visit frequently? What about publications in your industry vertical? #1 – Quirk’s; #2 – Greenbook; #3 – Insights Association. And specific to Insurance, LIMRA.
What’s the role of a vendor’s website in the supplier selection process? I definitely visit supplier websites, but mostly to get an idea of each one’s capabilities. I realize that they are essentially “ads,” so I don’t put much stock in claims beyond general capabilities.
Let’s talk about a vendor’s sales process… what should vendors do to catch your attention and absolutely not do to lose it? It’s fine for vendors to email me, as I’ll usually at least glance at each email I receive – and if one catches my interest (either with humor or a unique fact) then I’ll likely read it in greater detail. And invitations to (free) webinars are also OK, as I’ll actually register for those that catch my interest. And vendors should absolutely NOT cold call me – if I don’t know who’s calling I’m not going to answer; and if you barrage me with calls and voicemails, I’m definitely not calling you back. Also, if you send me more than 2-3 emails without me responding, I’m almost definitely not going to reply.
What’s the best way for a vendor sales rep to proactively reach out to you so you actually connect with them? Use email, don’t call. And address a likely or potential need, don’t just generically reach out.
Do you ever react positively to ‘cold emails’ or ‘cold calls’ from suppliers? If so, what messaging resonates with you? Cold calls, absolutely not. And cold emails, rarely – but if it’s something that really piques my interest I may respond.
Ideally, what do you want to see a capabilities presentation? Exactly that, capabilities – and in particular, the capabilities that specifically meet my needs. Also, anything that makes you stand out from/show how you’re different than the competition. And if you’re cost effective, all the better.
Similarly, what constitutes a really good proposal? Since almost any proposal I receive is in response to an RFP, one that clearly addresses each of my needs stated in that RFP. And, ideally, give me options – and provide pricing for each of your options. And if you have an alternative way to get what I need, let me know about that, too.
Brett, what triggers your search for a new supplier… or do you always keep your eyes open, just in case? For the most part, I’m always keeping my eyes open – but if we come up with a need for a specific capability not offered by an existing supplier, then I really start to search. We typically need quite a bit of lead time to add a new supplier, though, because we’re required to have an MSA in place for anyone with which we work – and we’re not allowed to submit an MSA without an SOW.
Beyond you and your team, when selecting a new supplier, how involved are your marketing and brand teams? They will at times bring a supplier to us, but for the most part they follow our recommendations on supplier partners.
Last question… if you were to give just one piece of advice to research agency salespeople, what would that be? DO NOT cold call me – and if you email me, have a unique value proposition that meets our needs.
Brett, nice to meet you and thanks so much for your insights inside the mind of a buyer.