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Media Sales Words That Should Be Retired. Now.

by | Jan 28, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
radio remote truck Radio remotes are history.
NBC remote broadcast truck, San Francisco, early 1930’s. Bay Area Radio Museum, www.bayarearadio.org.

There was a recent article on social media about words and phrases that you shouldn’t say if you are over a certain age (younger than me, for instance), and/or living in 2014. I was interested to read it to see if A) I knew them; B) I used them; C) I am relevant. I knew them all, but used none of them. I decided that makes me relevant, and, more importantly, not an embarrassment to my daughters.

It made me think about words and phrases we have held onto in media sales words that we should also know, but not use again. I mean, they are SO not adorbs:

  • Package. I know, right? And I don’t mean the kind of package 8th grade boys are referring to, I mean the media sales kind that offers x number of spots for x dollars with an added-value web banner thrown in. These packages are not client-focused, and may actually be a waste of their money if the spots are not reaching their target. The package is for YOU, so you can spread out your inventory and appear to be giving a lower rate. Individualized solutions that bring a good return for your clients are what result in relationships and renewals.
  • Fax. I know, right? Do not say, Fax me the order. People used to send selfies of their packages on the fax machine, but now that fax is now probably in some supply closet collecting dust. Put your email address on your signature and take out your fax number. I had a sister-in-law who used the term gnarley after the year 2000. Like her, you date yourself when you use fax. Welcome to 2010 and don’t be that person.
  • Remote. Like, I am going to drop what I am doing and race to the car dealer in the next two hours to buy a car because my favorite personality is there. I know, right? It is cray-cray to think that listeners and viewers will do that, even if there are pens, coozies and hot dogs. Remotes are a thing of the past, unless you are really highlighting an event. Even if you are, don’t count on people rushing out there look for overall success based on the focus and reach of the message.
  • Value added. I know, ri ok, enough. It is an annoying phrase. As for value added, when you offer it, it means there is not enough value in your marketing solution. Buyers demand it because they are supposed to. In media sales, we offer it because we have been trained to assume that everyone wants a deal. What everyone wants is more products or services moved. Show them you can do that with a solid idea and plan.
  • High level. High-level solutions are amazeballs! This is totes magoats a buzz word. I am not sure when we started breaking out levels of discussions, conversations, problems and solutions. If you are not involved in the high-level talks, does that mean you are a low-level media salesperson? If you are looking at your CRM from a high level, you may miss the low-level phone call you need to make.

Be sure to update your media sales phrases while you update your social vocabulary. After all, YOLO so you don’t want to be an embarrassment. I know, right?

By Kitty Malone, Efficio Solutions Manager of Client Services

Efficio 5.0 – COMING SOON!

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