Sugar Coating

Training Tips on Using Your Scarborough Data: Exercise #4

How you say something can be just as important as what you say! Ever notice how two salespeople can provide the same information with different results? Learn the "art" of the benefit statement.

Instructions for the Trainer

Step One:
Run a Profile report using your station as the Criteria (Who) and one Category (What), e.g., grocery store or item shopped for.

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 Create a Profile Report
Scarb 104 – It's All About the Client

To register, go to www.ArbitronTraining.com

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

Step Two:
Pass out copies of the Profile report to your sales staff during your sales meeting.

Step Three:
Ask the AEs to take turns "presenting" the data to the "client" (you and the other reps in the room) in a client-friendly manner using a "Benefit Statement." Are they reading the information correctly and presenting the information as benefits instead of features?

Suggested Tip:
Ask the other reps to "challenge" the presented data or ask questions so AEs get comfortable hearing objections and answering questions and can prepare responses.

Additional Instructions

Profile step-by-step guide.

Sales Tip Archive

More sales tips are coming your way. We'll keep each tip on file for you at www.arbitron.com.