This week on An Unorthodox CEO, Steve is joined by Tony White, Managing Director of Bonners Music.

Listen as they chat about all things, business, Tony's journey to Managing Director and what they think the secret to selling is...

00:00 Intro

01:02 How Tony & Steve met

02:15 How fate landed Tony work experience at Bonners Music

06:00 Working full time in the Bonners shop

07:30 Creating a database & holding trade shows

09:00 Instrument progression is very different now

10:45 Tonys first taste of sales

13:45 Key to selling

14:38 Sticking to your purpose when choosing products

16:30 Balancing customer needs

20:19 Creating a welcoming environment in store

23:04 Education is so important in every industry

25:30 Why Tony started his YouTube channel

29:00 How Tony became the owner of Bonners

33:00 The first changes they made after taking over

36:00 The joy of opening new shops

36:00 The internet & websites

38:50 Warehouse & website mistakes

42:00 The way consumers buy has changed

44:00 Targets & juggling with brands

47:00 Opening new stores

50:00 The post pandemic changes

54:30 How the stores & website work together

56:40 Deciding to improve rather than expand

58:50 Did Tony ever want to be a musician

1:03:17 Most challenging part of business journey

1:06:07 Quickfire Questions

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