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Mastering Rate Card Best Practices: Insights from a Consultant

by | Oct 18, 2023

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!

_Aug Blog -Bill

What is the best way to share rates with your sellers? First, it ‘s imperative to call the demand in the market to ensure we are pricing to optimize revenue based on current conditions. ShareBuilders has fantastic tools that can help you determine a realistic forecast based on history while also evaluating the current business climate. Next, you need to assess your people ‘s ability to negotiate. Do you have an experienced team, or is their first inclination to dive to the lowest level?

In our business, not all weeks are created equal. Most buyers flock to mid-month weeks and show less interest in the end or beginning-of-the-month options. Because of these buying patterns, offering the same rate for all weeks does not make sense. We need to capitalize on high-demand weeks while moving as much inventory as possible in the lower-demand time periods. Knowing your staff ‘s strengths and market demand will help determine the best rate card options for your team.

Our Weekly Bottoms card is an excellent tool for managers but probably not a good option to share with AEs. Weekly Bottoms display the lowest rate that should be offered each week and can help managers decide which orders to allow or reject.

An easier option to share with AEs is our Tiered Card. These can be grouped by high and low-demand weeks. It ‘s less complicated and much easier for AEs to navigate.

A Submit Column can be added to either the Weekly Bottoms OR the Tiered Card. This is an easy way to see the rate that will clear in all weeks we are pricing. We can also provide simple Grid Cards for political rates with a percent markup between P codes.

Does your team tend to go low in the first round of negotiations? We can always add a mark-up to our rate cards to help overcome that tendency until they get more experienced.

While we can save you time by providing rates for all your programming, you may disagree with a rate here or there. We offer the ability to edit rates or add minimums to keep pricing above a certain level for late-breaking, high-revenue shows.

Take some time to review all your rate card options with your ShareBuilders Consultant.

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