I have just wrapped up 2 x 2 day workshops in Sydney and Auckland. Around 120 Accountants in a sales training program. Most came in with pre-conceived ideas what selling is about. Over the course of the 2 days I de-mystified sales and they all realised the importance of sales and how they can all be great sales people.

Many of them were shocked at how good they actually were once they were trained in questioning techniques, listening and most importantly the order of which questions to ask and when.

Here is some of the feedback:

“The workshop gave us re-affirmation of what should be done. Great to hear the success stories.” Myf Rigby, Partner, Insight Business & ‘Financial Services, Goondiwindi, Queensland, Australia.

“The workshop gave us practical help in regards to interviewing techniques, scripting of questions etc. It has reinvigorated the process and has been good to hear from others in the industry who have had success using the value pricing model.” Alethea Robinson, Snelleman Tom, Toowong, Queensland, Australia.

“I enjoyed the quality of information and input from experienced participants. It has inspired and motivated us.” Nick Ciccocioppo, Hattam McCarthy Reeves Pty Ltd, Parkside, South Australia.

“This workshop has highlighted some very real opportunities. Implementation plans are going out that generate 6-figure fees.” Warwick Jackson, Partner, Berkmans, Wyong, New South Wales, Australia.

“I had a number of ‘ah ha’ moments regarding the proposal process. The workshop has given me practical advice on how to market and sell accountancy services.” Evan Bulmer, Sole Practitioner, Evan Bulmer & Associates, Seaton, South Australia.

“I liked the clarity of the material presented and the ‘hands on’ case studies and sharing experiences with other Accountants. The workshop has explained the concepts of marketing and sales for Accountants and instilled more confidence in implementing these concepts in our firm.” Antje Moore, Accountant, Collins Hume Accountants, Ballina, New South Wales, Australia.

“I liked the role-plays and scripts the most. I am walking away with practical skills that I can use tomorrow.” Kathryn Lynch, Accountant, Collins Hume Accountants, Ballina, New South Wales, Australia.

“I enjoyed learning new ideas and ways of working better.” Amy Holmes, Enright Tax Accountants, Ballina, New South Wales, Australia.

“I really enjoyed the sales mindset and hearing other peoples responses to the case studies – there were some great ideas. This workshop has inspired me to help my clients more!” Naomi Rogers, Elliotts Accounting, Brisbane, Queensland, Australia.

“We now have the tools to use in everyday client meetings.” Tami Simpson, Elliotts Accounting, Brisbane, Queensland, Australia.

“The workshop was worthwhile as it provided more information and confidence to start selling business advisory services.” Felice Male, Partner, Illingworth David, Geelong, Victoria, Australia.

“This workshop was an eye-opener for what we can do and offer for our existing clients.” Naomi Harkness, Berkmans, Wyong, New South Wales, Australia.

“The scripts we got will help with conducting client interviews. The workshop has emphasized the need to concentrate on extracting information from our clients.” Kim Steber, Berkmans, Wyong, New South Wales, Australia.

“Lots of practical information. This workshop has highlighted some of the pitfalls on interviewing and implementation plans that I was struggling with so I’ll watch out for these now.” Sue Dobinson, Client Manager, OBT Accounting & Tax, Gatton, Queensland, Australia.

“I will now be focusing my energies back on my A-class clients and booking more meetings now rather than later!” Jarrod Fletcher, Senior Accountant, May Partners Pty Ltd, Kerang, Victoria, Australia.

“I enjoyed learning the skills to capture the client’s needs and translate that into sales. I learnt a lot about sales and marketing and I have changed my mindset and will focus on servicing my clients better.” Matt Danvers, Doyle Partners, Newcastle, New South Wales, Australia.

“I liked the scripting and the step-by-step plans for each area. It will make it easier to look at later. The workshop has given me the right approach to market and sell services.” Matthew Lee, Director, Lee & Alexander, North Parramatta, New South Wales, Australia.

“All content was excellent. Both days were extremely beneficial. It has highlighted the importance of running structured client meetings which will allow for endless opportunities for additional work.” Luke Atkins, P P Atkins & Co, Taren Point, New South Wales, Australia.

“I liked the ‘nuts and bolts’ practical solutions. The workshop has clarified a lot of the finer details that sometimes make all the difference between a successful or non-successful sale.” Damian McGrath, HAS Business Solutions, Alice Springs, Northern Territory, Australia.

“The workshop has given me a lot of ideas to take back with me to improve current processes.” Lisa Blakely, Senior Accountant, HAS Business Solutions, Alice Springs, Northern Territory, Australia.

“I liked learning about how to structure client meetings and asking the right questions. It has given me the courage to take my business to the next level and the tools to make it work.” Adam Griffiths, Adam Griffiths & Associates, Fullarton, South Australia.

“It was good to get a solid feel for the work I have to do with my team to bring them up to speed. I have assumed too much (in relation to their abilities).” Craig Devlin, Partner, Devlin & Co, South Yarra, Victoria, Australia.

“The workshop has inspired me and made me excited to be in this profession.” Joy Batra, HLB Mann Judd Sydney, Sydney, New South Wales, Australia.

“The workshop has re-focused me to concentrate on the formula for sales and growing the business, the implementation plan process, and common mistakes to learn from.” John Drakakis, Senior Financial Planner, Snelleman Tom Pty Ltd, Toowong, Queensland, Australia.

“The case studies and role-playing was difficult, but very beneficial. The skills I have learned can be applied to the job from day 1. See you next year.” James Dunn, Affinity Accounting Plus, Brisbane Market, Queensland, Australia.

“I really liked going through how people thought they went after the role-plays and learning where we needed to improve. I will be taking a lot of ideas back to share with my Partners to start growing the business.” Tania Zunic, Partner, Wilson Porter & Associates Pty Ltd, Sydney, New South Wales, Australia.

“The questions section was extremely helpful. I now have the skills to conduct a well-structured client interview.” Michael Mitchell, Director, MKM Accounting, Albury, New South Wales, Australia.

“Rob 38:43 – It’s a bible like philosophy! But one that needs action not belief. Sales is a key part of what we do and revisiting the good habits is vital in keeping the bad habits at bay.” Nick Rundle, Insight Business & Financial Services, Goondiwindi, Queensland, Australia.

“I enjoyed learning new material and Rob’s ability to make every scenario simple and straight forward forcing attendees to leave the ‘fluff’ out of servicing clients at the door. Love Rob’s ‘take no crap’ approach!” Kelli Willmer, Hern Financial Services, Fullarton, South Australia.

“The role plays were very helpful and that’s what I learnt the most from. I also met up with other firms that will be valuable for sharing ideas with.” James Harty, MBR Group, Brunswick, Victoria, Australia.

“Turned theoretical ideas on selling & value pricing into real live workable material that I can use tomorrow. Every, and I mean every, accounting partner / director needs to go to this and everyone who thinks they want to be a key player in their accounting business” Philippa O’Mara, Engine Room CA, Pukekohe NZ

“Rob has given me the tools and knowledge to grow myself and the business. Thanks” Hamish Pryde, Coombe Smith, Palmerston North NZ

“Our team now has better selling skills & buy in into the value of client meetings and value added proposals” Lesley Patchell, Quay Accountants, Whakatane, NZ

“As I am not an accountant it was good to see that you do not need to know how to – but just to question, question, question” Gina Webster, Quay Accountants, Whakatane, NZ

What a trip. Was very hectic with meetings most days and of course snorkelling with the manta rays and reef fish. We had fabulous dinners out every night and we discussed (11 of us) a lot of global consulting / coaching issues and opportunities.

I have decided to get serious with this business of mine and go global. I have been playing around in Australia and New Zealand for the past 10 years and it is time to take what I do abroad.

With technology I can systemise my unique (and very profitable) coaching business here in Australia and then license it to others around the world.

Watch this space for more information.

As well as some big thinking and big decisions I finished off 1.5 chapters of my book. My tell all book on the Accounting Profession will be released on February 20.

Arrived into Bora Bora today after an arduous trip from Brisbane to Auckland then overnight in Papeete, Tahiti (the worst hotel I have ever stayed in – ever). Anyway, all worth it now that here.

I am here to catch up with some of my high achieving consulting buddies from around the world on our annual think tank. My writing space is pretty cool. I am writing my book right now – will post an excerpt.

Rob boat bora bora

Michael Shane Rob Bora bora

Deck Bora Bora

View bora bora

Today marks the 5th anniversary of my business. On November 7 2005 I started what is now called Nixon Advantage. It was started with the idea that it would be a ‘lifestyle’ business working from home.My first months revenue was $2,000 (I made a loss) and since that month I have been profitable ever since. Little did I know that the service (coachingclub) I designed would be so powerful that I would build a multi million dollar revenue business that employs 16 people.

It’s been a wild ride. What the next 5 years will look like – watch this space?


Someone has already done what you want to do. Don’t be so arrogant to think that you know the answers to everything. Hiring outside experts to take a fresh view on your business will shortcut the length of time to implement…dramatically.

If you want to improve your software efficiencies then hire the software usage coach. If you want to improve your communication skills then hire the communication coach. If you want to improve your fitness then hire the fitness coach.

If you want to improve the financial performance of your Accounting firm and build a lifestyle you only dreamed of then hire US – the Nixon Advantage team.

We have a team of coaches and world class methodology standing by to help you.

Build your support team

To think you can do everything on your own is flawed. There are so many projects to implement, so many new skills to learn. Hire some extra people, outsource some of your projects, get others around you who can help you. Delegate to others to get things done.

As the partner or leader of an Accounting business your job is to do a little as possible. However, with what you do it needs to be seriously valuable and ‘high dollar productive’ work. Partners / Principals or Directors should only be doing 3 things. 1) High end chargeable work for a low percentage of time available 2) Nurturing existing clients to find out what they need and 3) Leadership – driving performance of your business.

Everything else is administration. Build a support team of professional administrators and a network of confidants.


Let’s face it. We’re all basically slack. If we can get away with it then we will. If we are not accountable to anyone then we won’t necessarily do it. It’s human nature. Very few people are disciplined enough to do what they say they are going to do without any intervention from anyone else.

Me included.

This year I ran the London Marathon. For my condensed training program (17 weeks) I met my trainer (Craig the accountability running coach) every weekday morning at 5am. I would get my butt out of bed at 4:20am and go and do what I had to do – not what I wanted to do. It was terrible. It was like ground hog day. Another hour of training every morning.

I turned up – every morning. Why? Because I was accountable to Craig. I said I would meet him and I did. With limited training (and I wasn’t a runners shoe beforehand) I completed my Marathon by not walking, not stopping and in 4 hours 20 minutes. All applause gratefully appreciated.

If we want something bad enough then we need someone to push you and keep you accountable. Our coachingclub members are accountable to their coach and their peers in their group – they get things done because they said they would.

Implementation – ON time

Just having the motivation, getting buy in and coming up with the plan is not good enough. You need to actually dedicate (as Michael Gerber, author of The E-Myth would say) working ON time. You need quiet time to get things done.

No clients, no team members, no suppliers, no damn interruptions!

You need to work out your system for working IN time. I had a seminar delegate one day commit to every Wednesday would be his working ON day. So he proceeded to rip out every Wednesday in his paper diary for the year. He figured that no one could book an appointment with him if the page didn’t exist. What he didn’t realise what that Thursday was on the back!!!

I take my laptop to the cafe’, I write on airplanes (I am on a flight from Christchurch to Sydney as I write this), I come up with ideas when I am on my own. I find that my working ON time (which involves a lot of writing) does not happen very well in the office.

Think of your working week as 10 half days. At least commit to a morning or afternoon per week working ON – that would be 10%. And then build up the time. The more time you spend working ON your business the more your goals will be achieved.

Master Chunking

Once you have your list of projects now what you have to do is chunk them down into categories. You may have a cashflow group, a workflow group, a client service group, a services group, a capacity group etc.

Once you chunk them then this will make the allocation of projects easier to the relevant people.

Key projects

As a result of your planning what are the projects you need to implement to make a difference? It starts as a list and then each project needs to be given a project champion (person who is responsible for the project), and a finish date.

I first learned the value of project management when I was the General Manager of a company. The company was in a mess ($340K losses and $1.1M in debt) and in 15 months my team and I paid back the debt and turned the loss into a $2.5M profit – at the same time increased the revenue by 97%. The team came up with 149 projects to do – we implemented 134 in 15 months.

Our coachingclub members use the Accountants Strategy Map. It’s a list of 390 projects categorised into 10 key areas. All of the projects have been done before by other Accounting firms. If they implement 3 projects per month then it will take over 10 years to complete the list.