Deciphering the Data

Training Tip on Using Your Scarborough Data: Exercise #20

Great, you have the data. Now what? Pulling the data is one thing, explaining the numbers is another. Never present a statistic that you don't understand and that you can't explain to the client!

Always make sure the data you provide to a client is easy to understand.

Instructions for the Leader:

Step 1:
Run a Profile Report on several categories you would like to garner business from.
The Criteria will be your station, and the Categories will be the business opportunities you are looking to attract.

Step 2:
Pass out copies of the Profile Report to your AEs during a sales meeting.

Step 3:
Have the AEs take turns turning the data into "bullet points" they can verbalize to the client using the estimates of "Target Persons," "Target % Composition" or "Target Index."

Suggested Online Courses

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

Scarb 101—Scarborough Basics
Scarb 102—How to Run a Profile Report

To register, go to www.ArbitronTraining.com

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

Additional Instructional Materials

IQP step-by-step guide
Profile Report step-by-step guide

Sales Tip Archive

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