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5 Ways Media Sales Managers Can Avoid the Summertime Blues

by | Jun 25, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
media sales managers beat summertime blues Have a Christmas in July sales meeting to brainstorm ideas for a holiday promotion!
Santa Claus at the beach, Panama City Beach, Florida, 1956. Francis P. Johnson, photographer. State Library and Archives of Florida.

While it seems that summer starts after Memorial Day, it really officially became summertime, summertime, sum, sum, summertime last Friday. Longer days and more daylight mean more time to work!

Then how come it seems like less work gets done in the good ol ‘ summertime? Is it because of the many distractions, such as vacations, kids out of school, the beach, and golf? Or it is just too hot to get in and out of the car to make sales calls?

Maybe it’s due to the middle-of-the-year doldrums. We all started off the year gung-ho with great resolve to change behavior, but now we are half-way through, things are going ok, and we can relax a bit before we need to make the big push in the fall to finish the year strong.

Or, we can use this time to heat things up to be in a better position for the second half of the year.

  1. Clean up your account lists. When the weather ‘s fine, it is a great time to weed out those old accounts that are gathering dust, or that another seller might find to be a hotter prospect. Give your sellers a deadline, and perhaps even limit the number of accounts a seller can have on his or list, then move everything that is left to a House or Open list. Help your sellers gain more focus with uncluttered lists. A CRM made for media sales that includes strategic account management can make this a piece of cake.
  2. Re-evaluate your goals. If you blew away the first half of the year, raise the bar for your staff. If a seller or two are overachieving, show them a little summer lovin ‘ by offering an incentive if they can keep up the pace. If someone needs help, focus on them to get them back on track. Remember that some businesses are on a July-June fiscal year, so you can help them with placing their advertising budget early in their cycle.
  3. Get ready for the holiday. Think ahead now. You can have some hot fun in the summertime by having a Christmas in July sales meeting in which you brainstorm ideas for a holiday promotion or sales initiative. Use this time to prepare the materials, as you will be busy with budgets come fall. And don ‘t forget about your client relationships consider a holiday client event. This is a great time to be sure all of your contacts are in your CRM system and are up-to-date with addresses and emails, for eMarketing or snail-mailing invitations and promotion opportunities.
  4. Prepare a sales contest. As the year has flown by, it has been easy to become complacent. If you had a great first half, you probably just want to keep on keepin ‘ on. If you had an uphill climb, the heat is on, and you have probably been too busy evaluating and managing your sellers while trying to find new business to be creative. Right now, for fall, or for that holiday sales initiative you just came up with, it ‘s time to motivate your media sellers with a sales contest. Next week, I will share some guidelines for how to create a great sales contest.
  5. Restate the rules. Your intentions were good at the start of the year when you wanted your sellers to more accurately forecast, use their CRM tools, raise their rates and prospect more new business. But in the lazy, hazy crazy days of summer, those requests might have fallen by the wayside. Dig out the email and sales meeting agenda in which you laid out those rules, and lay them out again. Don ‘t be judgmental about what has happened, but set expectations about what WILL happen for the second half of the year. Applaud the successes and re-set the expectations for the future. Then, hold them accountable.

It doesn ‘t have to be a cruel, cruel summer if you heat things up in the media sales department with a little fun and preparation for the latter half of the year!

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Need an easy way to decide whether or not to keep an account as you’re trying to clean up your list? Here’s a great quiz that will help you make that determination based on real criteria!
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