System 21© is a sales and new business marketing solution which guarantees a minimum of $200,000 to $300,000 (depending on the program) in new long-term direct revenue within the first six months or its free. Originally developed by Dr. Philip LeNoble, System 21© has generated over $315,000,000 in new long-term direct business to 506 stations with an 87% client renewal rate. Most stations were based in small to medium DMAs while larger markets like Sacramento, Tampa and Houston reported over $1M in new long-term direct business. In 2010, Dan Sullivan, former President of Clear Channel Television, owner of Quorum Broadcasting group and Janet Schoff, Vice President of Sales for Titan Broadcast Management contracted Michael Guld to redevelop System 21© to roll out across their group. Since that time he has contracted with broadcast groups in 55 markets across the country…including Gray, Nexstar, Hearst, Media General, Meredith, Morris, ABC Disney, Young, Tribune, Block, Bahakel, Granite, Midwest, Midwest Family, Dick and Backyard Broadcasting.
Most broadcasters today have found that reliance on transactional business is too unreliable, unpredictable and is conditional upon factors beyond their control. In contrast, long-term, local-direct business is controllable, ratings-proof and can solve pacing problems by building a consistent foundation of revenue.
A CareerBuilder survey reported that an overwhelming 92% of employees became more loyal to the company that invest in training them, and more likely to stay at a company that values them this way. The challenge is that many stations do not have the time or resources to create the tools, training or systems to maximize this effort.
The answer is System 21, which provides a step-by-step solution from the diagnostic questions to the marketing strategy, to the development of more creative solutions…and better client results leads to more satisfied customers. Every media rep has been taught to ask the right questions, yet few have ever been trained what to do with the answers. And as opposed to a “one time in-and-out sales event” designed to help reps make their months…System 21© is an “integrated marketing solution” designed to provide the knowledge, tools and training for media reps to make their career!
To be clear, System 21 is not a “sales training program” teaching how to overcome objections, look for buying signs or using trickery to close the deal. Instead it is a “business development program” teaching how to provide integrated marketing resources to help your clients grow “their” business. And when they do “our” business growth will follow.