Creating a Market Master Sales Binder

Training Tip on Using Your Scarborough Data: Exercise #29

This exercise will help you create a handy Market Master sales binder containing all of the key market-level reports for your top sales categories.

Suggested Online Courses

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

  • Scarb 101—IQP Report
  • Scarb 102—Profile Report
  • Scarb 301—Multi-Media Measures in Scarborough
  • 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

 

Instructions for the Leader:

Step 1:
Assign each AE a Scarborough category.

Step 2:
Give each AE one week to break out the basic market information for his or her assigned Scarborough category. For example, market information for automotive would answer questions such as:  Who are the top 10 dealerships in the market? What types of vehicles do people in the market plan to buy in the next year? How much money do they plan to spend? What is the #1 make of vehicle currently owned/leased in the market? Have the AEs develop charts and graphs of the market information.

Step 3:
Ask the AEs to present all of the charted market information for their assigned Scarborough product category at the next sales meeting. After the meeting, add each market presentation into a single Market Master Scarborough category binder!

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