Example of How Dun & Bradstreet Ratios Were Used
TVY Jr
First, we need to find out what are the assets of the prospective company.
The Hogan company has $47,108,000 in total assets.
Second, we need to obtain the SIC code for the company.
SIC code is 7372.
Third, we need to go to the proper page in the D&B reference book.
Sample of headings of pages is shown below.

Then we make a copy of the page with the ratios for that size company within that SIC code.
Sample of that page is shown below.

Then we used the Hogan Company's Annual Report or 10K Report to get the data to make the entries in the first of the two financial analysis forms from the sales training course to calculate the ratios for Hogan.

Here are the ratios for Hogan:
2.6  2.6  41.36  N/A  48.23  40.46         544  N/A  470.2  0.47  7.46           29  6.2  9.1
   SOLVENCY  (aka LIQUIDITY)                    EFFICIENCY                  PROFITABILITY

Next we mark the above page with symbols to show how the Hogan ratios compare with industry data. (Scroll up and look at marks.)

The symbols superimposed on the copy of the D&B ratios page reveal where Hogan is above or below the industry norms for the size of their company.

The placement of the symbols reflect that Hogan is very profitable, reasonably solvent, but very inefficient.

Next we would use the second of the two financial analysis forms to prepare compliments and questions to use on our visit with the executive.
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