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Me, Myself, and I…Keeping it Client-Focused

Training Tips on Using Your Scarborough Data: Exercise #3

"Me, Myself, and I." AEs often make this mistake with the amount of focus they place on their radio stations when presenting to a client. Presentations that focus exclusively on your station make clients feel as though you know nothing about their business or product.

This exercise will show your AEs how station-focused they really are—and how customer-focused they can become!

Instructions for the Leader

Step One:
Have each AE bring two proposals or sales presentations they have created for a client, plus two different-colored highlighters or pens.

Suggested Online Courses

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

  • Scarb 104 – It's All About the Client
  • Scarb 401 – Automotive Workshop
  • Scarb 402 – Beverage Workshop
  • Scarb 403 – Wireless Workshop
  • Scarb 405 – Furniture Workshop
  • Scarb 406 – Financial Workshop
  • Scarb 407 – Entertainment Workshop
  • Scarb 408 – Healthcare Workshop
  • Scarb 409 – Recruitment Workshop

To register, go to www.ArbitronTraining.com

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

 

Step Two:
Have each AE highlight or underline in one color every statement in the presentation that is about their station(s), and then take the other color and underline every statement that is about the client and its business or industry.

Talk about what type of Scarborough data could have been included that would add a new dimension to the presentation.

Step Three:
Discuss with each AE the amount of information that was station-focused and the amount that was customer-focused.

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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