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Training Tip #23: The Round Table Discussion: Presentations for the Client

Training Tip on Using Your Scarborough Data: Exercise #23

Here’s a way to involve your entire sales team in learning how to build more customer-focused sales presentations. By the end of this exercise, your AEs should be able to build a focused and compelling presentation on their own.

Instructions for the Leader:

Step 1:
Pre-select different types of businesses (either categories of businesses or specific local businesses—whichever works best for your station) for each member of your sales team. Write the name of each business and/or category on a separate piece of paper.

Step 2:
Give each AE a piece of paper with a business name and/or category on it. Next, ask each AE to list one type of report or piece of information in Scarborough that will aid in building a customer-focused presentation for that business. Then, have them pass their papers to the person sitting on their right and ask that AE to add another customer-focused Scarborough report to the list.

Repeat this step a total of fives times so that each AE will end up with a list containing five different customer-focused report ideas to include in a presentation. Make sure that the information or reports are about the client and don’t mention your station.

For example, the five different reports that would aid a presentation for a car dealership in your market could include:

  1. An IQP on new vehicle buyers
  2. An IQP or Profile Report on how many people in the market plan on buying a new car
  3. A Profile Report on how much money people in the market plan to spend on a new vehicle
  4. A Profile Report on what types of vehicles people in the market plan to buy
  5. A Profile Report on which dealerships people in the market might buy from

Please note:  This list puts all of the focus on a client. There is nothing in this list about a station or listening habits.

Step 3:
Discuss the ideas listed for each business and then have your AEs run the five reports and create a sales presentation that they can use today.

Suggested Online Courses

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

  • Scarb 104—Focus on the Client
  • 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

 
 

Additional Instructional Materials

IQP step-by-step guide
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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