Marketing 101

Training Tips on Using Your Scarborough Data: Exercise #7

This exercise stresses the importance of being client focused. Clients care about their customers and their businesses, so provide them with information about their customers!

Create a Profile Report for one of your clients, but make sure you pull NOTHING related to your radio station. You are only going to look at information about your client:

How educated are your client's customers?
What activities do they enjoy?
What TV stations do they watch?
How does this information compare with the market?
What ideas can you present to them that will appeal to and attract their customers?

Instructions for the Leader

Step One:
Ask each AE to select a current client for this exercise and then run a Profile report in QUALITAP that profiles that customer and have the AEs select several different categories.

Suggested Online Courses

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

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:
Ask each AE to select three bullet points from each Profile report that the client would find compelling and state why that information is compelling.

Additional Instructional Materials

Profile Report step-by-step guide.

Profile Report how to read guide.

Sales Tip Archive

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