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It's A Yes! Making It In Media

It's A Yes! Making It In Media

By: Making It In Media
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 Jo Wood (The Media Exchange) and Debra Sharron (Media Sales Training) are here to help you get hired and stay inspired.Copyright 2026 Making It In Media Career Success Economics Management Management & Leadership
Episodes
  • The impact of AI: How to sound human in a world of chatbot pitches

    The impact of AI: How to sound human in a world of chatbot pitches
    Mar 21 2026
    Discover how to use AI to enhance your work without sounding like everyone else—plus the prompts, tools, and human skills that matter most in 2026.Episode OverviewIn this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron explore the rapid rise of AI in media sales and recruitment. With 68% of UK businesses now using AI in their screening processes and 55% of sales professionals using it to write emails, the landscape has transformed dramatically since November 2022—and not everyone is using it well.Jo and Debra tackle the reality of "AI slop"—generic, robotic content that screams chatbot—and share how to customise AI tools to sound authentically like you. From creating personas and refining prompts to spotting the telltale signs of AI-generated content, they reveal practical strategies for making AI work for you rather than replacing you.Listener questions come from Paul, who's frustrated that his AI-written emails sound generic, Chloe, who wants to know which AI tools to learn before her next interview, and Raj, who's worried about job security in the age of AI. Three industry experts join the conversation: Claire Kearney (News UK) on AI proficiency and attitude, Josh Barnett (Lumen Research) on why effective communication matters more than ever, and Chris Turner-Green (Technology Advice) on the AI workflows that actually enhance B2B selling.What This Episode CoversThe shocking speed of AI adoption: 68% of UK businesses using it for recruitment screeningSpotting AI-generated content: American spelling, emojis, capital letters, and em dashesCreating AI personas: teaching your chatbot to write like you with tone, style, and voiceThe art of prompt engineering: why clarity in instructions determines quality of outputAI hallucinations: why you can't trust everything AI tells you without critical thinkingHow AI is impacting recruitment processesAI-accelerated, people-powered: using AI to save time, not replace human connectionAccount research acceleration: reducing half-day research to 3-4 minutesCall recording and AI summaries: never missing a follow-up action againWhy Gen Z needs to practice face-to-face communication more than any previous generationGet In TouchIf there's a media career question, challenge or experience you'd like us to explore, email hello@makingitinmedia.comUpcoming WorkshopsDebra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including how to use AI effectively without losing your human touch.Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/Subscribe & ShareFollow the show for conversations about building a career in media, and share this episode with someone who's navigating the AI revolution in sales or recruitment.More from Jo & DebraSubscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026Join one of Debra’s upcoming media sales workshopsFollow Jo on LinkedIn hereFollow Debra on LinkedIn hereAbout the HostsIt’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.
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    28 mins
  • Negotiation skills - don't cave! Holding your ground in tough negotiations

    Negotiation skills - don't cave! Holding your ground in tough negotiations
    Mar 7 2026
    Learn how to handle price objections, add value without discounting, and close deals with confidence—even when clients push back hard.Episode OverviewIn this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron tackle one of the most crucial skills in media sales and recruitment: negotiation. The moment a client asks "can you do it for less?" determines whether you're seen as a partner or just another vendor. How you negotiate shapes your entire relationship—and of course, your income.Jo and Debra explore why some people relish negotiation while others find it vulgar and avoid it entirely. They break down the two essential stages of any negotiation: preparation (knowing your like, intend, and must outcomes) and execution (having the skills to pace the conversation while building credibility). From salary negotiations to handling steep discount requests, they reveal the strategies that separate average closers from top billers.Listener questions come from Josh, who's negotiating for the top end of a salary band, and Sophie, whose client loves the proposal but wants a 30% discount. Jo and Debra provide practical frameworks including the "value menu" approach—a creative alternative to caving on price. Plus, three industry experts share their takes: Emma Cranston (The Ozone Project), Steve Filler (ShowHeroes), and Rimi Atwell (Netmums) on what agencies respect, how to avoid racing to the bottom, and holding your nerve when clients push back.What This Episode CoversCultural taboos around discussing money—and why salespeople hide behind emailHow to pitch for the top end of a salary band without pricing yourself outThe value menu approach: adding value instead of dropping priceWhy face-to-face negotiation is more powerful than email back-and-forthThe "one shot" theory: why you might only get one chance at the pitchTrial closing in the first conversation—don't wait for a follow-up that may never comeWhat agencies respect in negotiation (integrity, bespoke responses, collaboration)How to avoid a race to the bottom on CPMs when selling challenger solutionsTaking a beat: why pausing before responding gives you controlThe YES ListDragon's Den — Series 22, Episode 12 (BBC iPlayer)Debra recommends this specific episode featuring an entrepreneur who handles objections from five incredibly tough investors simultaneously.Watch here: https://www.bbc.co.uk/iplayer/episode/m001w0z0/dragons-den-series-22-episode-12Get In TouchIf there's a media career question, challenge or experience you'd like us to explore, email hello@makingitinmedia.comUpcoming WorkshopsDebra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including negotiation skills.Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/Subscribe & ShareFollow the show for conversations about building a career in media, and share this episode with someone who needs to hold their ground in tough negotiations.More from Jo & DebraSubscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026Join one of Debra’s upcoming media sales workshopsFollow Jo on LinkedIn hereFollow Debra on LinkedIn hereAbout the HostsIt’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.
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    27 mins
  • Ghosted! When to chase and when to walk away

    Ghosted! When to chase and when to walk away
    Feb 21 2026

    Learn how to decode silence in sales and recruitment—plus the exact scripts and strategies to get closure without looking desperate.

    Episode Overview

    In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron tackle one of the most frustrating experiences in both sales and recruitment: ghosting. Whether you've had a brilliant pitch meeting followed by radio silence, or you've sailed through three interview rounds only to be left hanging, ghosting is a demotivating reality that over half of UK employers admit to doing.

    Jo and Debra decode what silence actually means—from "I'm too busy" to "I'm avoiding an awkward no" to "this was never happening." They share practical strategies for preventing ghosting before it happens, including next-step hygiene, trial closing techniques, and multi-channel follow-up approaches. You'll learn when persistence pays off and when it's time to walk away with dignity.

    Listener questions tackle real scenarios: Tom's been waiting five weeks after three promising interviews, James has been ghosted after sending a detailed proposal, and Mel struggles with closing in person versus on video calls. Jo and Debra provide actionable scripts, timing guidance, and the all-important buying signals you need to recognize before you waste time on proposals that go nowhere.

    What This Episode Covers
    1. Why over 50% of UK employers admit to ghosting candidates—and why silence isn't always personal
    2. The three types of silence: genuinely busy, avoiding confrontation, or never happening
    3. Next-step hygiene: how to build accountability into every meeting or call
    4. Trial closing techniques that reveal true interest before you invest time in proposals
    5. Multi-channel follow-up strategies—why WhatsApp often gets the fastest response
    6. The "if they wanted to, they would" rule and when to walk away
    7. Recognising buying signals: what they are and how to respond immediately
    8. Why you should never offer to "send an email and call back" without locking in next steps
    9. How to ask for commitment to a follow-up meeting before writing any proposal
    10. Video vs. in-person closing—and why Mel closes better on calls
    11. Professional etiquette: remembering how ghosting feels when you're on the other side

    YES List

    The Challenger Sale — Matthew Dixon and Brent Adamson

    Debra recommends this game-changing book that revolutionized her approach to selling and training business development teams. The research is fascinating: the authors studied thousands of sales reps and found that in complex B2B sales, one type dramatically outperformed all the others—the Challenger. Challengers teach clients something new about their own business, tailor their message to each stakeholder, and aren't afraid to challenge the client's thinking. This was transformational because the best salespeople create constructive tension. They bring insights clients haven't considered. It's not about being aggressive—it's about being assertively helpful.

    Top takeout: Come to...
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    23 mins
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