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How You Lose Your Edge in Media Sales…and Get it BACK

by | May 8, 2013

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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
You can recover your media sales mojo. Feel like you’ve lost your media sales mojo? You can get it back and build on your strengths!
George Brandes, at desk. Bain News Service, publisher. Library of Congress.

Losing your edge is easy to do. You drift into complacency when it used to seem so easy to stay focused and on task. The sound of so many ringing bells in your busy over-extended life draws you in so many disparate directions.

Just ask people who sell exercise equipment. They make a living off this reality. Many of you reading this blog, like me, have a basement full of exercise bikes, treadmills, and ellipticals. It was going to save so much time not having to drive to the gym. You were certain you would be more dedicated and exercise more, because now it would be so easy. Yet we lose focus, intensity, and slowly we get out of good habits and slide into bad ones.

This same challenge faces those in media sales all the time. Just a couple of months ago we were consistently making goal, finding and developing new business relationships and revenues, and receiving sold financial rewards for these efforts. And then something happened. We lost our way and the results, we are now realizing, are troublesome. We didn ‘t do it on purpose; it just happened.

So the next question is how do you get back on track? Here are some things to consider if you find want to regain that positive mojo:

  1. Realize you haven ‘t forgotten how to sell, you have just somehow deviated from your old form. I used to wake up in the middle of the night and was sure I had lost it, whatever it was. Well, in the calming light of day, I realized this was not the case. Use media sales analytics software to see your activities in perspective and track from last year to this year so you are viewing empirical data and not just relying on your perceptions, which may or not be accurate.
  2. Take a look at what are you doing to determine what you’re doing differently than when you had been hitting all cylinders. Have you suffered a loss of focus and intensity in your daily work that has dulled your edge? The reality is that successful media sales people usually aren’t successful if they only work the 9 to 5 shift. Are you committing the time it takes to get back on track? Are you spending your time and energy on accounts that you know will be productive?
  3. Are you preparing for each day and even each call as you need to? Do you plan your day in advance so you hit the ground running in the morning? I found that if I was not rehearsing my calls in my head and seeing the call before it even happened, I was not as confident and prepared as I should be. Are you doing what you need to in preparation before every call to communicate to your potential client that you are someone they would want to work with?
  4. Finally, analyze your activities, opportunities, clients, and outcomes. Sometimes the numbers will tell you where you have drifted off course. Do you have enough in your funnel? What types of ideas have you been presenting? What clients have you called on recently who have not proved to be as productive as before? Is your closing ratio getting lower for some reason? If your employer provides you with a CRM (contact relationship management) program, use it to help you track your daily and weekly input and output and analyze how this may have changed recently.

The good news is, you have been successful before. It is a little harder than riding a bike, but with honest introspection and analysis you can get your mojo back.

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Is it possible that you’re wasting time and energy on some of your accounts? Use this great tool to see if it’s even worth the bother:

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