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I Guess I Could Try Sales

by | May 22, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
professional sales is hard work A sharp knife cuts best, so don’t lose your edge.
Nui Dat, South Vietnam, November 1970. Corporal Arthur Wallis, 21, of Preston, Victoria, Australia, sharpening a knife in preparation for carving the three prime hams he has prepared for Christmas. William James Cunneen, photographer. Collection of Australian War Memorial.

I will soon celebrate my 34th year in the profession of sales. I have always tried to approach sales as a professional career and not the Gee, I could always try sales approach that many people have when considering trying sales.

We have all heard that statement made by a friend or family member at some point in time, and I hope it makes you cringe like it does me. It’s like anybody can do it; it ‘s not that hard. You can hear it in their voice, like sales is a last resort before extended unemployment.

Professional sales is hard work. It takes dedication, product/service knowledge, communication expertise, people skills, relationship building skills, negotiation skills, natural talent, and I could go on and on. My own parents said I would be good in sales because, as my dear mother used to say, I could bull**** with anybody. It ‘s all about baffling them with the bull, right, Mom?

Well, I forgive you, Mom, for the things you thought about selling, because I know how hard it is to be successful month after month in the profession. If you are not where you want to be as a sales person at this point in time, here are a few suggestions to keep you excited about hitting the streets every day:

  1. Take it seriously. Invest in yourself with continual education and training. Ask anybody involved in the culinary industry, a sharp knife cuts the best, so don ‘t lose your edge.
  2. Maintain a deep desire to learn from many different influences. Know your product or service capabilities. Read books by respected sales authors. Watch those around you and try to emulate their best practices and incorporate those best practices into your tool box.
  3. Practice and rehearse. What is the goal of the call, the outcome you seek from each call? The best sales people know how to rehearse a call in their minds before they get in front of the client. Visualize. What questions do you want to ask? How have you prepared for the call as to not waste your potential customer ‘s time? You will communicate that you ‘re a pro by that preparation and rehearsal you conduct before seeing the client.
  4. After the call, reflect. What did I do well, well, well during the call that I want to repeat next time? Then, what did I do that did not go as I wished it had, or what did I not do that I had wanted to do? This debriefing of the call will make you more productive next time.
  5. Be someone who can be trusted. Do what you say you will do. Never over-promise and under-deliver. That ‘s a bad recipe for renewals. The ONLY real inventory a sales person has is what is in his or her heart, mind, and soul. Connect with your clients and care about their results. It ‘s not just a job for most for them, it is their livelihood.
  6. Finally, analyze your performance on a regular basis. Use a quality CRM and media sales analytics software program to monitor your activities, sales funnel, asks for business, closing ratios, etc. This data will help you put your efforts and passion into the right places. Review the real raw data to analyze how/where you can seek to improve.

I hope these ideas help you jump start each day and stay focused on being a real professional salesperson, not just someone who plays one on TV.

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