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Do Your Media Sales Clients Get” You?

by | Aug 26, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
do you media sales client get you People “get” Southwest. Do your customers easily understand your product?
A Southwest Airlines flight attendant, 1972 (i.imgur.com)/em>

One thing that many people will admit to is that they hate change. They really dislike having their proverbial cheese moved.

A great example is the negative and profound feelings people have in response to changes at Facebook. Just about the time that everyone seems to understand the social media giant, they make a change in how people post, share, or interact with the system seemingly for no reason. Is it just to mess with users, make life more difficult, or just to frustrate the core customer?

Frankly I can ‘t tell you why; most people can ‘t, and that exacerbates people ‘s discomfort. Only the elect few at FB really know.

Now think of Southwest airlines. This airline started out as a west coast regional carrier that slowly has evolved into a national, and soon to be an international, airline. Why? Because in my opinion, people GET Southwest.

By get I mean they understand how to interact with the airline to get from point A to point B. I have flown many, many miles in the last 25 years and I can attest that the airline industry seems to thrive on actually confusing people, making the fare structure, baggage claim policies, and heaven forbid changing a flight hard to comprehend and understand. This certainly applies to the occasional or once or twice a year traveler.

This is not most customers ‘ experience with Southwest. You can log in and book travel via the website and easily see the fares and how cheaper travel can be taken advantage of if you can book early. They let you bring a bag or two with no add-on charges. You can change a flight easily, as long as the same fare is still available. Boarding is easy to comprehend and execute. Pick a seat and sit in it. They have nuts, blankets, overhead luggage space and the same plane every time, so people get it, and know how to interact with the airline.

So where does your radio or television station stand when it comes to ease of understanding how to interact with you? Ponder the following questions:

  1. First and foremost, do they know how and why doing business with YOU makes sense for them? Have you generated a personal marketing resume (PMR) that will explain your empathy, problem solving capabilities, and marketing expertise? This is a great tool to begin the relationship on the right foot, and hopefully it includes a reference or two.
  1. Do you regularly explain your sales process to them and why partnering in this manner with you and your station will allow them to maximize THEIR return on investment?
  1. What are all of the station capabilities and/or unique creative solutions that they may have the opportunity to take advantage of given the investment that they make with you? Case studies can serve as examples to illuminate past successes for your clients.
  1. Do they know HOW you price your inventory? If they place a schedule sooner with you, will they get a better rate? If they buy more often will they get certain advantages that are offered to them for this loyalty?

Make sure your clients view you as knowledgeable, easy to understand, engaged, and as someone they can partner with. Your success and career satisfaction are riding on it.

By Chris Crawford, General Sales Manager, Efficio Solutions

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