What's In It for Me?

Training Tips on Using Your Scarborough Data: Exercise #5

Scarborough data can help you throughout the entire sales process—from prospecting to closing the sale. This exercise will help your staff learn the different ways Scarborough data can be used in everyday situations.

Instructions for the Leader

Step One:
Run an Instant Qualitative Profile (IQP) report on your station and a report on a client in the market.

Suggested Online Courses

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

Scarb 103 – Prospecting Local Direct Business
Scarb 104 – It's All About the Client
Scarb 105 – Five Scarborough Stories You Can Use Today
Scarb 200 – Turning Data Into Dollars
Scarb 301 – Multi-Media Measures

To register, go to www.ArbitronTraining.com

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

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

Step Three:
Go around the room and ask each AE to come up with an example of how he or she could use the data every day. For example, how can the data help AEs:

Prospect more efficiently?
Become market experts for their clients?
Write better commercial copy?
Compare station and client demographics to close the sale?

Additional Instructional Materials

IQP 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.