Turn the Tables

Training Tip on Using Your Scarborough Data: Exercise #14

Tired of being asked for a ranker? Time to turn the tables! Run a "ranker" on your clients. Find out where their businesses stand compared to other retailers or businesses in their categories. Which is the most popular restaurant? Which dealership do most people in your market plan to shop at for their next new vehicle purchase? Which furniture store can gain share from other furniture stores? Watch your clients' faces light up when you run a ranker on them—not your station.

Instructions for the Leader

Step One:
Ask your AEs to come to a sales meeting with a list of their top three prospects.

Suggested Online Courses

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

Scarb 102 QUALITAP—How to Create a Profile Report
Scarb 104—It's All About the Client
Scarb 105—5 Scarborough Stories You Can Use Today
Scarb 401+ Series—Client Workshops on automotive, beverage, wireless, furniture, financial, entertainment, healthcare, recruitment, etc.

To register, go to www.ArbitronTraining.com

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

Step Two:
Have an open discussion with them about the benefits of showing clients a ranker on their product category as opposed to a radio ranker (e.g., it's customer-focused, they can see where they stack up in the market, see if they are getting their fair share of the dollars being spent in the market, etc.).

Step Three:
Ask AEs to go back to their desks with one of their three current prospects and have them run a "ranker" on that client. Don't forget to discuss the findings!

Additional Instructional Materials

Profile step-by-step guide
Profile "How to Read" guide

Sales Tip Archive

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