Login

How to Turn Losing into Winning in Media Sales

by | Mar 19, 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Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is.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 Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.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!
know the score Know the score when the final buzzer has sounded.
Girl’s basketball team, c. 1910. Library of Congress.

With March Madness on the horizon, we will pump our fists in the air with the winners and feel disappointed with the losers as they vow to exact their revenge next year. In media sales, all sellers want to be winners; it is hard to admit a loss. We cling to what we see as an opportunity long after the buzzer has sounded and the other team is in the locker room. We have even been known to still want to defend our position when the other team ‘s bus is halfway home!

I am not going to be so trite as to say that losing is good because you can learn from your mistakes. That is stating the obvious and doesn ‘t make the situation better. But there are some steps you can take to turn that loss into a future win. Sports teams shake it off and face the next game all the time. The same can happen to you in the game of media sales.

1) Face the facts. You didn ‘t get the order. The buy has been placed and you aren ‘t in it. The decision maker has made their decision and it was no. The decision maker is putting you off over and over because they hate to tell you no. You won ‘t see a win with this account in the future even if you pound your chest and look at the buyer aghast. You won ‘t see a win however long you try to keep defending when the game is over.

2) Ask for feedback and listen to it. Use words like, What could we have done that would have convinced you go with us? What made the difference in your mind? Be willing to hear criticism about your station (and maybe about you and your actions) without taking it personally or getting defensive. Listen for cues about how to develop stronger relationships with others, or how to deliver better ROI.

3) Analyze and look to your next meeting. Yeah, yeah, learn from your mistakes. But instead of focusing on that, we in media sales can learn from sports. After the game, players and managers review the tapes. They are not looking only at what they can improve; they are analyzing holes in the other team so that they can capitalize on those the next time they meet. If you listen to your client ‘s feedback, you will be prepared to answer those needs the next time.

4) Keep good notes on your contacts and the account. Don ‘t assume you will remember. Media salespeople are busy, busy, busy, and time heals all wounds. The loss won ‘t be as painful by the time you are ready for the next go ’round with this client, and the feedback will be long forgotten. Making notes on what you learned not only about the advertiser, but the decision maker as well will help make you stand out as a good listener.

5) Be gracious. Coaches and players line up to shake hands, winners and losers alike. A thank you for an order received or a signed contract is terrific, but expected. Stand out by sending a thank you for your time or consideration. Let the contact know you appreciate their feedback, took it to heart, and will do your best to do business with them in the future. Then, wish them well with their current campaign, because if it succeeds, there will be more advertising money on the table in the future.

Yes, winning IS everything, but in media sales, if we won everything we went after, the line for your job would be out the door and around the block. The fact is that we do lose, but a loss can be turned into a future win.

[hs_action id=”845″]

{{cta(‘5b3fabb2-c4c1-49f8-8c74-cb138adb42ef’)}}

Recent Posts