We are delighted to announce the appointment of Tony Oliver as Sales Director at Robert Lickley Refractories. With over 30 years at the company, Tony’s journey is a true testament to dedication, growth, and passion for the refractory industry.
A Career Built on Experience
Tony’s career began in the building trade, but it was a move into the refractory sector that truly sparked his interest. He played a pivotal role in developing an aftermarket sales division while also gaining valuable site experience. This hands-on involvement gave him the foundation for a deep understanding of the industry.
Tony joined Robert Lickley’s as a Sales Office Administrator and, through determination and a commitment to customer service, rose steadily through the company. Over the years, he has earned the trust of countless customers by offering honest advice and dependable guidance.
“Having progressed through the company from Sales Office Administrator, and now being offered a Directorship is very humbling,” says Tony.
The New Role
As Sales Director, Tony recognises both the responsibility and the opportunity ahead. He is passionate about guiding and supporting the sales team while fostering the drive needed to go the extra mile for customers.
“You get overtaken in any industry if you stand still for too long. The challenge is to take the blinkers off, look at all options and offer a suitable solution to the customer.”
Listening to both the sales team and customers will be at the heart of Tony’s leadership, ensuring Robert Lickley’s continue to deliver solutions that inspire confidence and win trust.
Customer & Market Focus
Over three decades, Tony has built strong business relationships and long-lasting friendships, something he views as essential to success.
“Our customers are primarily UK-based, but the world is getting smaller. Now is the perfect time to expand into foreign markets.”
Tony also sees technology as critical to future growth. The Covid years demonstrated the importance of digital interaction, and we are now rapidly accelerating investment in new systems and online presence to strengthen connections with customers.
Vision for Sales & Culture
Looking ahead, Tony sees the continued development of advanced CRM as a vital tool in supporting the sales team and believes that an engaging online presence will become a cornerstone of growth. His vision for the sales culture is one built on trust, loyalty, and knowledge:
“Have confidence and belief in what you are selling, and don’t be afraid to say, ‘I don’t know but I will find out and get back to you.’ We are learning every day.”
We've just recently recruited two top Business Development Managers who will be joining the team in the next few weeks so it is a really exciting time here.
A Personal Touch
Away from the office, Tony is a self-confessed “bedroom guitarist” and proud owner of two Ragdoll cats, Ziggy and Stardust. His love for music runs deep — his father founded the iconic Beacon Radio in Wolverhampton in 1976, and Tony spent much of his youth surrounded by the buzz of radio studios and live broadcasts.
That early exposure to media and promotion undoubtedly planted the seeds for his enthusiasm for sales and communication — skills he has carried throughout his career.