The Creative Led Sell Company™
Reclaiming the Local Pound

Training | Coaching | Creativity | Community

Local media used to own the local pound.

Today, that pound is up for grabs.Not because the audiences disappeared. Not because digital "killed" radio or print. But because the craft of selling ideas was lost.Automation replaced imagination. Rate cards replaced conversations. Reps started selling spots and impressions instead of stories, outcomes, and campaigns that work.It’s time to fix that. It’s time to rebuild the discipline, creativity, and pride that made local media unbeatable.

  • Introducing The Creative Led Sell™

  • A complete, modernised, and battle-tested sales transformation system for media companies who want to:

  • Reignite their sales performance

  • Lift rates and rebuild yield

  • Give reps structure, ideas, and confidence

  • Reclaim their place at the heart of the local community

  • Born in the golden age of local radio. Rebuilt for the data-driven age of CRM, AI, and modern commercial culture.

In 2000, Tony Dowling joined GMG Radio and—together with Regional MD Alison Foreshaw—built a simple, powerful commercial system known as The Four Pillars Strategy.Trained every sales team across the GMG networkLed Real Radio Wales to Station of the EraHelped GMG grow until the business was acquired by GlobalThat same framework—and many of the same people—are back. Stronger, clearer, and rebuilt for 2025.

Tony Dowling - CEO of The Creative Led Sell Company

The Creative Led Sell™: 2025 EditionThe system is built on four interconnected pillars:1. Activity Management“There isn’t a sales problem that can’t be improved by making more presentations.”Modern activity systems using CRM, AI prospecting, and dashboards10–15 presentations a week as the operating rhythmStructure that keeps teams moving, motivated, and measurable2. The Menu for Sale“The Menu for Sale isn’t about selling — it’s about getting appointments.” We create rotating, high-impact menus of ideas, campaigns, and promotions that:Give reps fresh reasons to callTurn cold leads into warm meetingsKeep your sales floor energised year‑round3. The Creative Led Sell“Effective advertising sells.” Reps learn to sell the idea, not the airtime:The Mike Bersin A/B/C modelStorytelling and customer insightAI‑enhanced creative workflowsAdverts that genuinely work for local businesses4. Pre‑emptable Selling“We don’t set our rates — our clients do.” Dynamic yield management for the real world:Flex pricing based on demandHigher rate integrityLess discountingSmart negotiation instead of defensive discounting

Alison Foreshaw - Commercial Director of The Creative Led Sell Company

How It All Fits TogetherThe Creative Led Sell™ brings four complementary layers into one unified commercial system:1. Training SeriesInteractive workshops + on‑demand training that install the Four Pillars across your team. Your team learns:How to build better ideasHow to get more appointmentsHow to create more effective campaigns2. Sales Manager CoachingTurn target‑setters into leaders. We provide:Monthly Coaching Circles1:1 leadership callsManager dashboards, trackers, and scriptsManagers become:CoachesCulture buildersPerformance accelerators3. The Ideas FactoryA subscription creative engine. Every month your team receives:Seasonal ideasPromotionsCampaign hooksCreative sparksThe goal: give reps ideas worth meeting about.4. The CommunityA private network hosted in Circle. Including:Live challengesShared learningPeer inspirationExamples from stations nationwideThis keeps the culture alive long after training ends.

ProgrammesTwo paths. One outcome: a stronger, more creative, more commercially confident team.The Core Programme
Train your team. Change the results.A six‑week bootcamp designed to install the Four Pillars fast.What’s included:Full DISC team assessmentFour live training sessions (one per pillar)Circle Hub access with templates, scripts, and videosWeekly Q&A + accountabilityManager starter kit: dashboards, trackers, workflowsOutcome:Your reps become:Idea sellers, not airtime pushersConfident presentersMore active, structured, and measurableBest for: Regional teams, independent publishers, small groups. Duration: 6–8 weeks Investment: £6,000

The Transformation Programme
Rebuild the system. Reclaim the culture.A full‑scale commercial transformation for groups ready to rebuild their entire sales engine.What’s included:Full DISC rollout across leadership, managers, and teamDeep commercial + CRM auditCustomised 4‑Pillar rollout aligned to your systemsMonthly manager coachingQuarterly Creative Sprints with ready‑to‑sell campaign outputSales Playbook build for your businessIdeas Factory subscriptionPrivate Circle community for your groupQuarterly leadership steering sessionsOutcome:A high‑performance, data‑driven, creative commercial culture where:Managers leadReps sell ideasTeams hit targetsThe business grows on purposeBest for: Groups and publishers serious about long‑term change. Duration: 3–6 months (extendable to 12) Investment: from £10,000+

Optional Add‑Ons1:1 DISC Coaching — £250/hr or £1,000 blockCreative Campaign Sprint — £1,500Sales Playbook Build — £1,250Keynote / Guest Appearance — £300Ideas Factory Subscription — £395/month per teamReady to reclaim your local revenue engine?Let’s rebuild the craft that built local media. Let’s reignite the creativity, confidence, and commercial discipline your station deserves.