Can Media Sellers Make More Money by Selling It All?â
by ShareBuilders Team | Apr 5, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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:
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The correct contact with title, email, and phone number
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A full DISC assessment of the contact you are reaching out to
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Pain points and insights for every account
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Brand logos, colors, and taglines
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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:
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Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.
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Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.
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Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.
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Accelerate Sales Cycles: Spend less time researching and more time selling.
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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!
Are you selling everything under the sun?
Interior of Kaplan’s Store, Hector, Minnesota, 1925. Jewish Historical Society of the Upper Midwest..
How does a horse win a race? Put blinders on her and she ‘ll run like hell until she gets to the finish line! No distractions from other horses just the horse, the rider and the finish line to win it.
Media sellers have more products and services to sell today than ever before, but to try to pitch it all to their clients can cause a sellers ‘ work effort to become diluted, unfocused and unsuccessful. This vast number of product choices can cause a sellers ‘ product knowledge to become watered down as well, which will only hurt his or her effectiveness and credibility as well as that of their station or company.
Unlike ten years ago, today’s media sellers are pitching 60 ‘s, 30 ‘s, 15 ‘s, 120 ‘s, long form, endorsement, sponsorships, billboards, weathers, traffics, ID ‘s, and at some companies, blinks and winks too. Yeah, you got it! Some of us are actually selling one-second spots!
But wait, there ‘s more! Now many of us are also selling non-traditional events (NTR), vendor, co-op or third party programs, government programs, concerts, sampling and booths, digital streaming, player sponsorships, banners, email marketing, texting, studio naming rights, digital consulting, web site development, SEO, half-price deals, and the list goes on and on! I even know of stations that had their sellers pitching magazines, CD ‘s and VIP boxes at the amphitheater. Talk about spreading yourself thin!
You can ‘t just hit the streets with the list of stuff to sell. Sellers have to go though extensive training on how these packages work and what the benefits and drawbacks are for the client. We would never want to send our sellers out on the streets without a respectable education on all their products and services, right?
What ‘s more is that many of these products and services have budgets and goals attached to them, and since our sales force is money motivated and incentivized to drive up their income (despite declining commissions), they are trying (struggling, I ‘d suggest), to hit their goals, secure their jobs and show that they are drinking the company Kool-Aid but at what price? At what price to the seller and at what price to the station/s they are working to support? Are we burning sellers out?
So what are the next steps? Managers have to help their sellers soar with their strengths, as Donald O. Clifton says. We do have to keep budgets in mind, but helping the individuals on our sales staffs focus on products and services that they find a natural connection with may help them reach their goals and not get bogged down by trying to touch or sell everything or become an expert on every product and service that stations offer today.
Sales managers, you can improve productivity and reduce an enormous strain on your sellers if you can make the time to help them narrow their sales focus, not just in terms of how many accounts are on their lists, but in terms of the station products for which they really can become knowledgeable experts. Some will be able to handle more than others, but all will appreciate your encouraging them to take smaller bites of what, to many, seems to be an insurmountable task. You ‘ll have happier, more productive sellers and you ‘ll very likely see the results in their effectiveness and station revenues.
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