Use it Properly
A survey will help you most if you use it properly after it is completed. Be sure your salespeople understand the study completely and are trained to use it. Your research firm should be able to help you train them. If salespeople are not properly trained on how to use the survey, they may be afraid to use it. Take the highlights and strong points of your survey and make promotional pieces from it. Brochures, fact sheets, flipcharts, and slideshows are all goodways of promoting the important features of your survey. Use the results of your survey in your media kit, SRDS, and your advertising in ad publications. This information will make your ads stronger and more effective. By conducting a good survey and using it properly, you should be on your way to a much stronger advertising sales program and an increase in your ad sales.