Partner With Your Clients

Training Tip on Using Your Scarborough Data: Exercise #39

Radio sales people need to sell more than just spots. You need to show that you’re a great resource and credible asset by helping your client market their business. Most clients don’t have the time—or the resources—to pull market and consumer information on their own. By providing this information to them, you are becoming a valued partner!

Use Scarborough data to learn more about your client’s business and the market consumer base they are trying to attract.

Instructions for the Leader(s):

Step 1:
Run three Instant Qualitative Profile (IQP) reports:

• one on the market
• one on a client or category of business
• one on your station(s)

Step 2:
Divide the sales staff into small groups and give them 15 minutes to develop a presentation for the client starting with the market information, the client's potential customers and, finally, how investing with the station will help the client reach those potential customers in the market.

Step 3:
Have one member of each group present to the rest of the sales staff. Pick out the "best" information from all of the presentations and put together sales sheets that everyone can use as a template for different categories of business.

Additional Instructional Materials

For Qualitap Users:

For Tapscan Web Users:

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