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The 7-Minute Scarborough Presentation

Training Tips on Using Your Scarborough Data: Exercise #9

What can you do in seven minutes? When you have Scarborough data, a lot!!

Scarborough allows you to pull powerful information that your advertisers can easily understand in just minutes! Spending seven minutes a day, three times a week exploring Scarborough data can go a long way in helping your sales team.

Instructions for the Leader

Step One:

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 400-411: Scarborough Workshops

To register, go to www.ArbitronTraining.com

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

 
 

Ask each AE to find three "Who's" in Scarborough. The three main "Who" subjects are:

  1. The market
  2. A client's business category
  3. One of your stations

Step Two:

Using the three-step approach—looking at the market, client and station—have each AE spend seven minutes running information on each of the "Who's."

Step Three:

In a sales meeting, ask each AE to present the market, client and station information they have discovered. The AE should discuss what the reports state, how they compare to one another and why this would matter to a client. The AE should start with market information, bring in the client information and then show why the client should buy the station based on the results.

Additional Instructional Materials

Instant Qualitative Profile step-by-step guide.

Profile Report 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.

 

 

  
     
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