AT school my main ambition in life was to make money from music.
I made quite a go of it, playing lead guitar and turning semi-professional by the age of 15.
However, I soon got to the point when I realised that working in the music business, I would never actually be in control of my own destiny. No matter how much you practice there is no criteria for success and it is more about luck and who you know.
This made me realise what I most wanted in my life was a chance to take charge of my development in both corporate and personal terms, which required jobs where my influence would be greater.
In at the deep end
However, my time in the band taught me the meaning of hard work and to always go into each situation with a positive attitude.
It also gave me the experience and confidence to stand up in front of an audience and perform.
One incident that sticks very firmly in my mind was in the late ’70’s when I was playing in a pub band.
We turned up to an Irish club on St Patrick’s night. In front of an audience of over 2,000 people we started to play our rock and roll music.
This was much to the surprise of the audience as they were expecting an Irish jig band! Persistence won us through the situation and they were soon dancing in the aisles.
The value of this tenacity is one of the most importance lessons I have carried with me throughout my professional career.
From music I joined Sealink, working my way up through the ranks. Initially I was servicing telephone enquiries but I was desperate to move on and get into sales.
My name became associated with any sales job going in the company. I didn’t care where it was. Tony Seaman was on the list of applicants for Sealink’s sales force throughout the entire country.
Becoming noticed
Eventually the top guys realised my sole resolve was this elusive first sales job and gave me the break.
Whether you make widgets or music, business is all about people and throughout my career I have tried to inspire the need for good training, whether it is to internal or external customers and distribution channels.
Personally I find it incredibly rewarding to see members of staff forward their career.
I encouraged a member of the call centre at Sealink to pursue a career in sales – that person is now the national sales manager of a leading travel company in the UK.
That’s when you feel you have made a real difference.
Being a team player
I can never over emphasise the importance and value of team work.
I suppose it goes back to my band days when we all relied on each other’s talent to make music. It’s the same thing in business, working with everyone’s different strengths, all pulling in the same direction to the same goals.
Looking back at my time with 20th Century Fox, the launch of Robin Williams’ film, Toys, presented us, as the UK sales team, with an extremely tough job.
The film had been given terrible reviews by the critics and we had been set some huge sales targets to boost business.
The team pulled together fantastically and the UK soon became the top-selling country for the film on video.
When I reached the position of managing director, the feeling of elation was mixed with that of apprehension, due to the weight of the responsibility I had and the intense pressure to deliver profitability. It really is a levelling experience.
That’s when you know the buck really does stop with you.
Maintaining an element of fun
Work has got to be fun, that’s something which is very important to us at Holiday Autos.
In our call centre we made the decision to install television screens, with music from MTV playing in the background, to help to create a young and dynamic atmosphere.
The staff really do love it.
It’s small things like these that certainly go a long way in making a difference.
CURRICULUM VITAE
1980:joined Sealink and worked his way up to become head of sales and development.
1991: appointed sales director with Club 18-30.
1992:joined 20th Century Fox as sales and marketing director.
1993:became leisure sales director with Forte. Responsible for leisure breaks and growing share through the travel industry.
1995:joined Holiday Autos as UK sales director.
1998:appointed managing director UK & Ireland for Holiday Autos. Also responsible for sales and marketing, call-centre activity and customer services.
My Top Tips
Create the right environment for the age group of your staff with the use of music and decor.
Watch your competitors as only the paranoid will survive.
Always make sure you take the time to talk and listen to your staff – they are the ones who have the most direct contact with your customers.
Don’t be put off by a hostile audience.
If you want a job badly enough, don’t give up until you get there.
Always see training as an investment not a cost.
Communicate all news to your staff – they will be inspired by the good and learn from the bad.