Login

Two Little Words to Escape Taxes and Your Media Sales One-on-One

by | Apr 9, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
Elephants never forget - do you? Elephants never forget – do you?
Mr. E.H. Bostock, possibly with Dixie the elephant.” England, c.1913. Tyne & Wear Archives and Museum.

Every year at this time I fondly remember Steve Martin ‘s bit from years ago about the two simple little words that will allow you to be a millionaire but not pay any taxes. They are very powerful words, and can also allow you in media sales to get out of an uncomfortable one-on-one with your inquiring sales manager. If you know the bit, you know these two simple words: I forgot! I forgot to pay my taxes! I forgot to call those guys back! I forgot to answer that avail!

Now is the time I need that sarcastica font that everyone says I write in so often. Yes, it was a very funny comedy bit because it was just that comedy! So think how YOU come off in your one-on-one when your manager says, Whatever happened with that avail for that new jewelry store coming to town that required all of that brainstorming for the promotions? Where are we with that? And you reply, Uhhhhh, the buyer was on..a cruise.and it got in a hurricane for two weeks…and…and…..she just got back this morning and I am supposed to call her right after this meeting!

YOU are the comedian! In this case, I forgot! would be a better answer than the fiction you have weaved, but still won ‘t be acceptable. I used to think I was getting away with it when I was a seller and very creative in my answers, but realized when I became a manager that I had not!

When the IRS calls, in reality I forgot won ‘t work. Neither will it work in your one-on-one. Like taxes, a one-on-one can sometimes be uncomfortable, but it is inevitable. You’ve just got to do it! So, how can you turn a one-on-one into a situation where you will get a little something back?

  • Remember your goals. Know you monthly goals for the next three months. Know where you are and know how you are going to get there. Make this top of mind each day. This is like having your W-2s and receipts ready to go when you start the tax process.
  • Remember your top prospects. Where you are with them and what has happened? If you don ‘t have CRM and sales analytics software to track this for you, find a system that works for you and use it. This is like staying on top of what deductions you can take and having the necessary paperwork to back them up.
  • Remember to look at your calendar. What did you not get to last week that you should move to this week? Use reminders so that things don ‘t slip through the cracks. April 15 is on the calendar at the same time every year, yet so many of us will be scrambling this week to get our taxes finished up. Be a good time manager.
  • Remember to ask for help. When looking at the calendar, there may be something that your manager can help you with. They want you to get the orders, too, and are more than willing to give insight and advice. Accountants, Turbo Tax, and H &R Block are in business for a reason!
  • Remember those two simple little words, I forgot! In other words, be honest. If you DID forget, be proactive and tell your manager what you are going to do to correct this oversight. Ok, this still may not work with the IRS!

Sales managers, try the Steve Martin technique on Corporate sometime! How come we are not going to make the goal? WE FORGOT! (I really need that sarcastica font)

[hs_action id=”845″]{{cta(‘b112c736-bc30-4d68-a8b8-89112fefeaa8’)}}

Recent Posts