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.
While the average year one billing using System 21© over the years is $624,000, many billed over $1,000,000 (see below). In addition, stations reported a renewal rate of 87%.
- Midwest Radio Wausau, WI has billed over $1,190,000 in new revenue and Midwest Green Bay over $1,000,000 since beginning System 21.
- Block Communications (FOX/CW) Louisville has written over $1,117,000 in new business
- Meredith Television (CBS) in Saginaw, MI has added over $2,600,000 in new revenue.
- Nexstar Television (CBS) in Rochester had billed over $500,000 in their first 7 months
- WRGT in Dayton reached $1,113,000 in local-direct a single year.
- WHAG in Hagerstown, MD hit $1,124,000 in 15 months in local-direct revenues.
- KSFX/KOLR in Springfield, MO during another difficult economic period sold $1,118,000 in one year and $2,118,000 the following year.
- KABB/KRRT in San Antonio added just over $1,820,000 in local direct business in 14 months.
The System 21 program includes…
- Two 3-day visits (45 to 60 days apart) to teach the media marketing curriculum and coach and train on best practices and success principles to maximize their success.
- System 21 © textbook and a copy of The Million Dollar Media Rep: How to Become a Television and Radio Sales Superstar to each particpant.
- The most comprehensive deep-dive client uncovery system (called a Database©) in the country.
- One-year licensing of The Wizard©, a proposal development software program.
- A proprietary proposal format called a SCR©, or Summary of Conclusions and Recommendations, a PowerPoint presentation auto-created by the Wizard© that includes pie and bar charts and return on investment and break-even point analysis customized to the client.
- Market exclusivity.
- Follow-up coaching and on- going support.
- A minimum $200,000 to $300,000 (depending on the program) guarantee of billing in the first six months or receive a 100% refund.
Watch a 3 ½ minute video testimonial from
Kathy Wright, General Sales Manager<br /> Gray Television Eau Claire, WI
Stacey Stewart — General Manager<br /> Gray Television Grand Junction, CO
Arn McConnell, Creative Producer<br /> Gray Television Grand Junction CO
System 21© Success Stories
- Director of SalesNexstar, Rochester, NY
System 21© has a guarantee of $200,000 in new business in the first 6 months or free. Our team closed $340,000 (including 8 annuals) in just 17 weeks!
- Chairman and CEOTitan Broadcast Management
As an early user of System 21© , I have had the benefits of using this program for over 20 years through three different broadcast companies that I have owned and operated. There is nothing on the market that compares to System 21© in its ability to generate new local direct business for your television stations. I owe a large part of my own personal success in this industry to System 21© .
- Former CEOBackyard Broadcasting
System 21© has been the foundation of the Backyard Broadcasting local sales effort since we started the company 10 years ago. Local direct revenue makes up a majority of the dollars we generate. System 21© provides the road map to results—for us and for our clients. We are seeing new business coming to our stations every week and substantial renewals from existing advertisers. There is no short cut. But when you want to survive and grow and you are willing to make the commitment to do the hard work necessary, System 21© will make it happen!
- Vice president/Director of SalesFox Louisville
Over the years I’ve worked with many different vendors and sales trainers. However, System 21©. In my opinion is the best training investment we have ever made… generating over $600,000 in new revenue in the first 10 months.
- President/General ManagerKUBE Television, Houston, Texas
As an independent station in Houston, Texas, we have found System 21© to be a competitive advantage to control our own destiny. Using their advanced sales and marketing program we developed over $650,000 in new revenue last year and have renewed it for our fourth year.
- President/General ManagerEstrella TV/Mundo San Francisco
With over $387,000 written in our first eight months, I cannot say enough about how System 21© has transformed my sales staff and the way we do business!
- General Sales ManagerWJHL TV, Tri-Cities
Thank you for introducing our team to System 21©. It is a tool all our reps are using including my longest serving AE of 30 years and my newest in her first year. This system is adaptable to every AE skill level! The system provides a disciplined selling process from prospecting to closing through developing lasting client relationships. In the first 4 months our team wrote over $254,000 in new business…closing 67% of all presentations!
- PresidentTitan Broadcast Management
Since implementing System 21© across our company, we‘ve seen a dramatic increase in our long-term, local-direct billing…greatly exceeding our expectations. We have also noticed an elevated confidence level in our sales team as they’ve acquired new marketing skills and a roadmap to help grow their client’s business. And when that happens…our business will prosper as well!
- General Sales ManagerWEAU 13 NEWS, Eau Claire, WI
The System 21© program helped our team to think more strategically...we've exceeded our projections billing over $450,000 in our first 6 months!
- Local Sales ManagerABC 11/ WTVD Raleigh/Durham NC
After using System 21© for just six weeks, our staff brought in over $200,000 in new and incremental billing. Plus, there’s a lot more pending. They’ve known what questions to ask, but now they know how to use the answers to build marketing solutions. They are rapidly moving from “media reps” to Business Development Specialists. They’re excited and I’m excited for their success!
- General Sales ManagerWNEM – TV, Saginaw, MI
There’s sales training and then there’s sales and marketing systems…with a 20% increase in new direct business we just renewed System 21© for another year!
- Account ExecutiveKMEG – TV, Sioux City, Iowa
Having only been in media sales 3 weeks when you did your training, I believe I was lucky enough to learn the correct way to approach clients through System 21© . In less than 2 months I have closed 6 new clients for a total of $52, 940, with 4 of the contracts for 52 weeks. Thank you for your guidance!
- General Sales ManagerKMPH and KFRE – TV, Fresno, CA
I have used System 21© for over 8 years and have found the system to be extremely effective. Michael Guld has done an excellent job updating the system. If you are looking to increase new long-term business, I strongly urge you to take a look at System 21©.
- President/General Manager, WADL Detroit
System 21 has been a great addition to our sales tool box. We finished our first year at $571k and so far we have renewed about 70% of the deals from last year. From the first appointment all the way to the conclusion of the sale, the success tracking and the service guarantee, System 21 is among the best tools I have ever used in my 20 years in Sales Management!