Keep It Brief

Training Tips on Using Your Scarborough Data: Exercise #8

In today's fast-paced world, clients don't have a lot of time to shuffle through endless pages of data. Don't make clients work to understand your point—do the work for them. Make the data presentable and brief while telling a great story on one page.

This exercise stresses the importance of providing brief, yet powerful, information to the client.

Instructions for the Leader

Step One:
Assign each AE a business category to prepare for the sales meeting.

Step Two:
Ask each AE to prepare an Instant Qualitative Profile (IQP) report for the category and the station, as well as a few Profile reports and any other report they find helpful. The AEs should then combine the data in a "one sheet" highlighting the pertinent information using bullet points, numbers, etc., to spotlight how well the station complements the business category.

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 200—Turning Data into Dollars

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.

Sales Tip Archive

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