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How to Keep Your Media Sales From Blowing

by | Apr 1, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
unpredictable media sales If your sales as unpredictable as a March storm, your media sales CRM could be the wind beneath your wings.
Jamestown, North Dakota, March 9, 1966. Bill Koch, photographer. National Oceanic & Atmospheric Administration (NOAA).

Like most of us in media sales, I talk to people all over the country every day. The theme for the past several months has been the same this winter has been brutal!

It has been cold in Florida, brutally cold in Boston, windy and cold in Chicago, snowing and cold in Denver. Temperatures of over freezing were met with hopes of 60 degrees, only to plunge below zero yet again.

Now that Spring has sprung, the roller coaster ride has just been getting more extreme. Wherever the small talk about the weather goes on, there is a game of one-upmanship: it rained so much we had a deadly mudslide. Sad, but we were below freezing for 49 days straight.

Oh yeah? Well, WE had a swing from 70 degrees to snow in twelve hours (that last one is mine, and while I didn ‘t really walk ten miles to school uphill each way as a child, the weather really did that a couple of weeks ago).

You just can ‘t count on Mother Nature. March came in like a lion, went to lamb, and went back to lion for March ‘s curtain call. We go from coats to shirt sleeves, and back to coats. Even award-winning meteorologists missed forecasting the tornados of a few days ago. The instability of the weather has made it an unwelcome topic of conversation.

You may find that you are an unwelcome topic of conversation at your station, if your sales are as unstable and unpredictable as the weather has been. So, how can you have a sunny forecast?

  • Look ahead! The meteorologist is looking at what winds are blowing a thousand miles northwest of us so they can tell us what our weather will be in day and a week. In media sales, we need to look ahead a few months to see what clients were on last year that you may have let slip through the cracks. And if you don ‘t want to deal with them, give them to the new guy, who may have more time to get that business back!
  • Use your yield management system. If you have a yield management system or an inventory control system, base your future rates not on your gut, but on analysis of your inventory and what rate you need to get to goals. What you do now impacts your billing three months out. Be sure you are looking that far out and beyond to get a solid forecast.
  • Plan your next steps and get them on the calendar to remind yourself. Don ‘t wait until you are in a one-on-one with your media sales manager and she asks what happened to that piece of business you were excited about two months ago. Be proactive and set your next step so it doesn ‘t become ice cold.
  • Get organized. Get rid of time-wasting accounts, and use your CRM tools to focus your efforts on your best prospects. Set aside time to develop new hot prospects. Technology is your friend in this endeavor.
  • Look for products to sell to your best clients. Be sure you are offering those great sponsorship and digital opportunities to your best clients. They are warm calls. If you are behind your goals, use your extended products to both help your current customers reach more people in different ways and to get more money on the books.
  • Don ‘t stop. Don ‘t take a vacation, even just a short mental one, because your forecast was sunny and you hit goal this month. If you do, you will likely miss goal in a future month. Set mini goals for yourself to achieve every day and every week, whether it be so many prospect calls, so many spec spots, or so many in-person visits. Running over a level field is a lot easier than climbing mountains and sliding back down, only to have to climb up again.

Like this year ‘s weather, roar into every media sales month like a lion, and roar out like a lion. Your April showering of focus, development, organization and tenacity will make you hot, and will help grow money in May and each month beyond.

By Kitty Malone, Efficio Solutions Manager of Client Services
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