What's the 411?
Training Tip on Using Your Scarborough Data: Exercise #12
What does Scarborough measure in your market? What categories can be found when you run reports in QUALITAP? And if a specific client is not available, how can you use the available categories to pitch the business? Just because the database doesn't include the new local store that opened last week, it doesn't mean you should cold call or go to your first meeting empty-handed!
Instructions for the Leader
Step One:
Open QUALITAP and click on the Setup button in the Main Menu. Click on the Special Reports tab and select Classifications and Categories to print out.
Step Two:
From the Classifications and Categories list, assign a different category to each AE. Ask each sales person to run a Profile Report with the station audience as the Criteria and their assigned category.
Step Three:
At your next sales meeting, go around the room and ask the AEs to present three things about the audience that they learned from looking at their assigned category.
Additional Instructional Materials
Profile step-by-step guide
Sales Tip Archive
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