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The Magic in Making the Sale

by | Jan 14, 2014

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
Use your magic to make the sale. Work your magic to make the sale!
Walt Disney with Mickey Mouse drawing, 1931. Harris & Ewing, photographer. Library of Congress.

Last fall I attended a couple of talks by Richard Sherman, who, along with his brother, wrote the music for the Disney movie Mary Poppins. He related stories about the difficulty encountered by Walt Disney in obtaining the rights to make the movie from the story ‘s author, P.L. Travers, as recently dramatized in the movie Saving Mr. Banks.

Ms. Travers had a vision for how the story would be told, and had definite ideas about everything from the cast to the music. Since I had heard the back-story from one who was there, I was among the first to see the movie over the holidays. I was struck by how Disney used his magic to persuade Travers to allow him to make Mary Poppins.

Reviews of Saving Mr. Banks have been, for the most part, positive. One “negative” review was written by Lou Lumenick of the New York Post, who said Saving Mr. Banks is ultimately much less about magic than making the sale.

And what is wrong with that? Disney was an incredible marketer and salesman, selling his innovative concepts to investors from a young age. Disneyland was built as a result of Walt Disney ‘s need to have a fun place to spend an afternoon with his daughters. (Spoiler Alert!) P.L. Travers finally let loose of her stranglehold on Mary Poppins once Walt realized the story was about how her father was depicted.

And, there is magic in making the sale:

  • Find the real need. Disney didn’t assume Travers was holding out for money or just being difficult. He had to dig to find out what was really holding her back. Your clients often have reasons that are not obvious for not saying yes. Find out what they are and answer them.
  • Come up with a great idea. Disney had storyboards and catchy music. Travers didn’t always agree with him (the Sherman brothers’ concerns about Supercalifragilistic when Travers says she doesn’t like made-up words is priceless), but it kept her talking and engaged. You can always modify the idea once the real need comes out.
  • Establish a relationship. Don ‘t think that Disney and P.L. Travers became close. In fact, the story goes that once they came to agreement, Disney muttered to his assistant, I ‘m going to the ranch. I’ll be back when she is gone. However, Disney made every effort to impress Travers, accepted or not, and it was his ability to listen and understand her upbringing that gave him the insight needed to make the sale.
  • Consider your client ‘s wants as well as their needs. Not saying that you have to change an entire concept that you know will work, but be considerate and refrain from, Yeah, but Notice that Supercalifragilistic is in Mary Poppins after all. Consider all solutions, like letting the grandchild be in the spot, but not voicing it as the proud grandparent/business owner desired.

Your listening skills, your ideas, your experience in what will work and your engaging personality can all be magical in media sales.

By Kitty Malone, Efficio Solutions Manager of Client Services

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