Login

Are you a Media Sales Trickster?

by | Oct 31, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
Are you a media sales trickster? Are you a media sales trickster, or is it a treat to work with you?
Trick photo, decapitated man with bloody knife, holding his head, c.1875. George Eastman House Collection.

Today is Halloween. Scary movies, haunted houses, carving pumpkins, great parties, and kids having fun collecting candy come to mind when Halloween is mentioned. A little-known fact about Halloween is that it is fourth on the holiday list in regards to retail consumer spending. Think costumes and candy and it is easy to see why this is the case. This makes the holiday a great time for your customers as well.

So it seems to be an appropriate time to ask a question. When it comes to media sales, would your clients say you are a trickster, or that you are a treat to work with?

Of course we all WANT to answer treat. Let ‘s be honest and spend some time not fooling ourselves to make sure our self-evaluation is as close to what our client ‘s response may be as possible. Here are just a few questions we need to ask ourselves on a regular basis to ensure we are being perceived by our clients as a treat to work with.

  1. How do you prepare so it will be a treat to work with you? Do you really understand the client ‘s business? Do you regularly seek out information, insights, and data on your key clients or target prospects so that you are prepared to bring value to your client conversations? Do you send them information you have uncovered regarding their product or service to make sure they have it for review?
  2. After you have knocked on the door and said trick or treat, do you ask your clients questions they may not currently be asking themselves? Many people may classify this type of question as a hard ball question. No matter what you call it, in reality it is a critical question that when asked may assist the client in having a new discourse with themselves regarding their business, or areas of their business or industry they may have never considered. These may seem uncomfortable at first to ask, but once you realize that this is where your real problem-solving capabilities come from, stretching the client ‘s thinking should be more natural and productive.
  3. Now, do you have some candy in your bag? In other words, do you possess client answers to your list of critical questions about their business or service, and what do you do with that information? This is where the real creativity and solution finding for your clients comes in. Do you have a process of brainstorming to generate unique ideas to bring to your client? Can you engage station capabilities to deliver a well-thought-out, actionable, and complete program to deliver ROI that answers the selected client priority? If so my friend, you will indeed be a treat.

The competition for candy will be rabid tonight on the streets of our country. The competition for mutually profitable, long lasting client relationships is even more competitive in the media space. Ask yourself regularly some of the questions above to make sure your most important clients see you as a treat to do business with.

By Chris Crawford, General Sales Manager, Efficio Solutions

{{cta(‘4635385c-c1c3-429e-a58d-e147dddf9848’)}}

{{cta(‘4635385c-c1c3-429e-a58d-e147dddf9848’)}}

{{cta(‘e95fa3b8-cd52-4870-b7e1-9e28b62b1370’)}}

Recent Posts