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Transform That One-on-One with Your Media Sales Manager into a Win-Win

by | Mar 20, 2013

Why waste time on cold calls when you can make 25 warm, value-driven touches in the time it used to take to make five cold calls?

Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is. Every call, every email, every outreach should be strategic, and that starts with having the right data.

That’s where Data Enrichment, powered by the ShareBuilders Assistant, comes in.

The Hidden Cost of Cold Calls

Cold outreach is the least efficient part of the sales process. Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.

It may not be that your pitch is wrong. It’s that your data isn’t working hard enough for you.

Data Enrichment solves this by doing what no spreadsheet ever could: it intelligently fills in the blanks, updates stale records, and gives you the confidence that your message is reaching the right person at the right time — with the right message.

Smarter Outreach Starts with Enriched Data

Imagine opening your CRM and instantly seeing:

  • The correct contact with title, email, and phone number

  • A full DISC assessment of the contact you are reaching out to

  • Pain points and insights for every account

  • Brand logos, colors, and taglines

  • Past activity and pending revenue, all in one view

That’s not a dream — it’s data enrichment done right.

Powering Personalization with Purpose

Today’s buyers don’t respond to generic outreach. They respond to personalized, value-driven conversations that prove you’ve done your homework. That’s why Data Enrichment doesn’t just clean up your CRM — it powers strategic VBRs (Value-Based Reasons) that connect to real challenges and opportunities.

Whether you’re prospecting new business, upselling, or renewing, your team can confidently engage with messaging that resonates.

With the Data Enrichment Assistant, your team can:

  • Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.

  • Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.

  • Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.

  • Accelerate Sales Cycles: Spend less time researching and more time selling.

  • Drive Higher Response Rates: Personalized, relevant outreach cuts through the noise and earns replies.

More Than a Tool — It’s a Revenue Strategy

Data Enrichment, powered by the ShareBuilders Assistant, is more than just a feature. It’s a sales enabler designed specifically for media sales teams who want to get serious about performance.

For national reps juggling dozens of accounts or local sellers trying to stand out in a competitive market, data enrichment means every touch is smarter, faster, and more likely to convert.

Built for Media Sales. Backed by ShareBuilders.

At ShareBuilders, we’ve spent decades helping media companies grow smarter and sell better. We know how fragmented ownership groups can be. We know the importance of timing, trust, and targeting. That’s why our Data Enrichment is purpose-built for the unique needs of your industry.

So whether you’re working in television, radio, out-of-home, or digital, we’ve got your back.

Ready to Activate Warm Leads at Scale?

Reps shouldn’t have to choose between volume and value. With ShareBuilders, they don’t have to. The Data Enrichment Assistant transforms your sales outreach by turning disconnected data into connected opportunities. Click the button below to learn more or book a demo!

Let's Talk Data Enrichment!
Sit across the desk and talk. Sit across the desk and talk!
Two Treasury Department employees, c.1884. Frances Benjamin Johnston, photographer. Library of Congress.

Do you dread those weekly meetings with your direct report? Do you hate the time it takes you to get prepared, because it means you are not out selling? Do your one-on-ones feel like interrogations?

Many media salespeople do not like one-on-ones for various reasons, but with the right preparation and outlook, it can be one of the best meetings of your week.

The one-on-one is a great opportunity to communicate clearly to your direct report and to agree on activities, processes, and outcomes you both want to happen in the next week. It ‘s a relief to know that when you leave the meeting, you and your boss will have agreed on what is important for you to focus on to be able to move the ball down field for the week. You know exactly what and how you need to proceed over the next week to be viewed as a valuable member of the sales organization. Not a lot of guesswork here.

A good friend of mine, Gerry Tabio of the sales consultancy Creative Resources, always describes a great one-on-one meeting as a recipe. He defines it as a cup of assistance with a cup of accountability. I always thought that was an easy picture to remember when I was in a meeting with one of my sales reps. It helped me offer coaching and guidance to members of my sales team, while making sure we accomplished the assignments we had agreed to the week before.

This recipe can also be used by a sales person to set their agenda for the meeting. The weekly get -together should be your meeting as much as it is your manager ‘s meeting. A good one-on-one is an opportunity for you as the sales rep to display a great attitude, to show that you are focused and prepared, that you are working your current accounts to the fullest, that you are investigating and analyzing new opportunities, and that you are willing to be transparent about what you have done since the last meeting and how you are ready to move your accounts through the sales funnel this week.

Here are ingredients for a great one-on-one:

  • Be prepared to communicate what you accomplished on the assignments you agreed to during your last meeting.
  • Be ready to review your budgets, both primary and secondary budgets, such as digital and NTR that you may have been assigned.
  • Will you over or under achieve, and what factors may be effecting your budget achievement potential?
  • Discuss activities, although really focus on outcomes and next steps generated by your actions.
  • Discuss your top accounts and where you are in understanding client needs and generating solutions for those needs.
  • Discuss the new prospects that you are investigating, and if a relationship is established because of the right fit, station capabilities, and expertise, what type of billing would it bring to the table?
  • Make sure to address and discuss any other pending business or aging/billing issues that may be in play. This way, you are accomplishing your agenda of communicating with your boss and, you can be accountable for your behaviors and take advantage of any assistance your boss may be able to provide to help you maximize your business.
  • This is a great recipe for turning the dreaded one-on-one into one of the most productive meetings of the week. Give it a try! You will like the outcome of this easy recipe, especially when it makes you more money.

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