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Paint a Picture: Learning How to Chart and Graph

Training Tip on Using Your Scarborough Data: Exercise #11

How you present information to a client can be just as important as what you present. Long lists of numbers can be deadly in a presentation. You can't expect an advertiser to understand how powerful your story is if they can't understand the presentation!

Never show your local direct clients a Profile Report—show them charts and graphs containing the most valid information for the report.

Instructions for the Leader

Step One:
Ask the AEs to come to a sales meeting with a Profile Report they have created for a client.

Suggested Online Courses

If your reps need more help with this topic, they may want to take:

  • Scarb 102: How to Create a Profile Report
  • SM 103: Presentation Building
  • Scarb 401-409: Client Workshops on Automotive, Beverage, Wireless, Furniture, Financial, Entertainment, Healthcare and Recruitment

To register, go to www.ArbitronTraining.com

For more information on Scarborough, go to www.Scarborough.com

 
 

Step Two:
Discuss why presenting numbers can be deadly in a presentation. Also discuss the estimates included on a Profile Report (Target Persons, % Comp and Index). Talk about what each estimate means, and point out which one estimate on their Profile Reports would be the most impressive to a client during a sales presentation.

Step Three:
Ask the AEs to go back to their desks and create a chart in QUALITAP and print it in QUALITAP, or copy and paste it into PowerPoint or Word and print it out.

Additional Instructional Materials

Profile step-by-step guide

Profile "How to Read" guide

Sales Tip Archive

More sales tips are coming your way. We'll keep each tip on file for you at www.arbitron.com.

 

 

  
     
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