50% discounted rate for AVN Members
Help Your Clients Work Less and Earn More
Help Your Clients Work Less and Earn More
Get certified to guide profit improvements that create freedom for everyone
Get certified to guide profit improvements that create freedom for everyone
What YOU gain:
What YOU gain:
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Confidence to charge £1,000+/month for profit improvement sessions
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Structured approaches that don’t feel like ‘winging it’
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Proven frameworks that naturally lead to profit breakthroughs
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The fulfillment of seeing clients transform their lives
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A certificate that says ‘I’m qualified to do this’
What YOUR CLIENTS gain:
What YOUR CLIENTS gain:
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More profit to reinvest or take home
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Freedom to work ON not IN their business
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Less stress, more family time
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Someone who helps them think clearly about growth
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Their lives back
The Beautiful Truth: When you help clients improve profits, everyone wins. They get their life back. You get paid what you’re worth. And both of you get the deep satisfaction of real transformation.
The Moment Everything Changes
The Moment Everything Changes
From Fear to Freedom in 2 Days
Remember that voice saying ‘What if they ask something I can’t answer?’
Here’s what you’ll discover: You don’t need all the answers. You just need the right questions.
Here’s what you’ll discover: You don’t need all the answers. You just need the right questions.
Your 2-Day Transformation Journey
Day 1 Transformation:
Morning: ‘I give away advice for free because I don’t feel qualified’
Afternoon: ‘Wait, I’ve been coaching all along – I just didn’t have the framework’
Evening: ‘I can actually charge for this and clients will thank me’
Day 2 Transformation:
Morning: ‘What if the conversation dries up?’
Afternoon: ‘These frameworks make it flow naturally’
By 5pm: ‘I can’t wait to try this with clients’
The Truth Nobody Tells You:
You don’t need to be the superhero advisor with all the answers. You just need to be supportive, proactive, and interested. (Which you already are.)
What Your First Certified Conversation Feels Like:
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Your client opens up in ways they never have before
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The conversation flows deeper than the usual ‘how’s business?’
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They see you differently – not as the number cruncher, but as someone they trust
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You realise this isn’t scary – it’s actually fun and exciting
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They thank you (and happily pay £1,000/month for more)
Essential Details at a Glance
Essential Details at a Glance
Format: In-Person Only
This is hands-on training where you'll practice with other accountants in a supportive environment. No virtual option available.
Location: Chesterfield
AVN Training Centre
Coney Green Business Centre, Clay Cross, S45 9JW
Free parking • Easy M1 and Train access
Coney Green Business Centre, Clay Cross, S45 9JW
Free parking • Easy M1 and Train access
people
Limited to 30 People
Small groups ensure personal attention and quality practice time with individual feedback
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16 CPD Hours
Full training counts towards your annual CPD requirements - learn, transform, and stay relevant
2 Full Days
9am-7pm day 1
9am - 5pm day 2
Includes lunch, refreshments, day 1 evening buffet and all materials
9am - 5pm day 2
Includes lunch, refreshments, day 1 evening buffet and all materials
Certified & Ready
Leave with your professional certification and the confidence to start immediately
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100% Money Back Guarantee
If you don't feel you've received exceptional value, we'll refund your investment - no questions asked
Without Training, These Scenarios Leave You Exposed
Without Training, These Scenarios Leave You Exposed
Without training, preparation and the right frameworks, you're left vulnerable to these uncomfortable scenarios.
We've all been there - that sinking feeling when a conversation goes beyond your comfort zone.
Here's what typically happens, and how our certification ensures you'll handle each situation with confidence:
We've all been there - that sinking feeling when a conversation goes beyond your comfort zone.
Here's what typically happens, and how our certification ensures you'll handle each situation with confidence:
Scenario 1: The Knowledge Gap
Scenario 1: The Knowledge Gap
What happens: A client asks something outside your expertise. Your mind goes blank. You feel exposed, unprofessional. You mumble something vague or worse - try to bluff your way through.
How you feel: Embarrassed, flustered, like you're letting them down.
With certification: You'll master the art of turning questions into powerful explorations.
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Scenario 2: The Awkward Silence
Scenario 2: The Awkward Silence
What happens: The conversation stalls. You've covered the numbers, now what? The silence stretches. You panic and fill it with nervous chatter about weather or sport.
How you feel: Anxious, unprepared, wishing the ground would swallow you up.
With certification: You'll have proven frameworks that naturally deepen any conversation. As another accountant Katie discovered: "I'm already doing it, I just needed the structure."
How you feel: Anxious, unprepared, wishing the ground would swallow you up.
With certification: You'll have proven frameworks that naturally deepen any conversation. As another accountant Katie discovered: "I'm already doing it, I just needed the structure."
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Scenario 3: The Pricing Pushback
Scenario 3: The Pricing Pushback
What happens: You tentatively suggest coaching services. They scoff: "You want me to pay for just talking?" You backtrack, apologise, maybe even offer it free.
How you feel: Undervalued, defensive, questioning your worth.
With certification: You'll confidently explain they're investing in profit improvements, not conversations. When you can demonstrate how to work 10 fewer hours while increasing profit by 20%, £1,000/month seems like a bargain.
How you feel: Undervalued, defensive, questioning your worth.
With certification: You'll confidently explain they're investing in profit improvements, not conversations. When you can demonstrate how to work 10 fewer hours while increasing profit by 20%, £1,000/month seems like a bargain.
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Scenario 4: The Credibility Challenge
Scenario 4: The Credibility Challenge
What happens: "But you're an accountant, not a business coach." The words sting because part of you agrees. You fumble to justify yourself.
How you feel: Like an imposter, unqualified, out of your depth.
With certification: You'll realise you're actually MORE qualified than generic coaches who charge £200/hour without understanding a P&L. We show you how to leverage your years of business insight with coaching frameworks.
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Scenario 5: The The Confidence Crisis
Scenario 5: The The Confidence Crisis
What happens: Even after learning some techniques, that voice whispers: "Who are you to do this?" You hold back, play small, miss opportunities.
How you feel: Frustrated with yourself, stuck, watching others succeed.
With certification: You'll earn your credential through assessment, then you comfort yourself with..."Now I can talk them through it... I know my stuff... I can get ahead." The certificate silences the imposter voice permanently.
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Every successful Profit Improvement Coach faced these exact fears. The difference? They got certified and learned to handle each scenario with confidence and skill.
Your Concerns Are Valid - Here's Why They Won't Stop You
Your Concerns Are Valid - Here's Why They Won't Stop You
Over 27 years of working with accountants, we've heard every concern. Here are honest answers to the questions that worry you.
What if my clients aren't interested in these advisory services?
Research shows 90% of small business clients want improvement help from their accountant. They don't ask because it's not offered, or it's not offered correctly. Once you confidently introduce these services, you'll discover hidden demand. Our graduates are often shocked by how many clients were silently hoping for exactly this type of help.
My clients are too small to afford coaching services
Struggling businesses need profit improvement most.
When you show a client how to improve by ~£2,000/month in the first session, your ~£1,000 fee becomes irrelevant.
Small businesses are often the most motivated to change and see the fastest results.
When you show a client how to improve by ~£2,000/month in the first session, your ~£1,000 fee becomes irrelevant.
Small businesses are often the most motivated to change and see the fastest results.
I'm an introvert - I'm not a natural coach
Perfect!
The best coaches listen more than talk.
Our frameworks are designed for thoughtful, analytical minds.
Many of our most successful coaches are introverts who use their listening skills as their superpower.
You don't need to be charismatic - you need to be curious.
The best coaches listen more than talk.
Our frameworks are designed for thoughtful, analytical minds.
Many of our most successful coaches are introverts who use their listening skills as their superpower.
You don't need to be charismatic - you need to be curious.
I don't have time to add another service
Four coaching clients at £1,000/month equals £48,000/year for roughly 16 hours monthly work.
That's the same revenue as 100+ tax returns with a fraction of the stress.
Which would you prefer during busy season?
That's the same revenue as 100+ tax returns with a fraction of the stress.
Which would you prefer during busy season?
Business coaches already do this - why choose me?
Generic coaches charge £200/hour without understanding cash flow, margins, or tax implications.
You spot profit leaks they'd never see.
Clients want someone who understands their numbers AND can coach them - that's the rare combination only you offer.
You spot profit leaks they'd never see.
Clients want someone who understands their numbers AND can coach them - that's the rare combination only you offer.
How quickly can I expect to see ROI?
Most participants secure their first client within 30 days.
At £1,000/month, you're in profit by month two.
Typically, attendees report 3-4 clients within 90 days, turning your investment into £12,000-£16,000 annual recurring revenue.
Our record? Rob signed up a client the morning after the course for £30,000 per year!
At £1,000/month, you're in profit by month two.
Typically, attendees report 3-4 clients within 90 days, turning your investment into £12,000-£16,000 annual recurring revenue.
Our record? Rob signed up a client the morning after the course for £30,000 per year!
Why Trust This Certification?
Why Trust This Certification?
27+
Years
Proven Track Record
Since 1998, we've refined our methodology through real-world application with thousands of accountants
6,000+
Trained
Accountants Transformed
Join a community of professionals who've successfully added coaching to their practice
100s+
Successes Captured
Proven Transformations
Real accountants achieving real results with our battle-tested frameworks
AVN have been successfully transforming accountants into confident coaches since 1998.
This isn’t theory – it’s battle-tested methodology that adapts to every personality type, background, and skill level.
And, it's guaranteed value or 100% of your money back.
Award-Winning Excellence
Shane Lukas - Recipient of the 2024 Top Educators Award from My-CPE (International CPD Accreditation Organisation) for outstanding educational contributions
Benefits Accountants Gain From Our Training
Benefits Accountants Gain From Our Training
★★★★★
★★★★★
240% turnover increase in under a year
AVN lifted me up to realise my full potential - now I help clients feel that same confidence in their decision-making.
My turnover increased by 240% from before I started. It's like employing a team member who brings in that income without the overhead.
Don't waste time - this works!
Mia Seymour, Aim High Accounts
★★★★★
★★★★★
Fees increased by 50% with new confidence
The transformation has been unbelievable. Our fees have increased by 30-50%, and we're no longer afraid of offering advisory services.
My personal and business confidence has soared.
Alan Grant, ACG Accounting Services
★★★★★
★★★★★
‘Clients now ask to sign up for more’
I shifted from compliance-focused meetings to asking 'How can we get your business where you want it to go?'
In my very next meeting, the client was so engaged they asked how to sign up for more services immediately.
It's transformed my client relationships and injected new energy into my practice.
David Rahman, DSR Accountants
The Hidden Opportunity Already Sitting in Your Client Base
The Hidden Opportunity Already Sitting in Your Client Base
Your clients want growth help from you. They just don't know it yet
Right now, many of your clients are trapped in survival mode - working endless hours, stressed about cash flow, accepting "this is just how business is." When you ask how things are, they say "good thanks" or joke about "living the dream."
They've become so accustomed to the struggle, they can't imagine anything better.
They've become so accustomed to the struggle, they can't imagine anything better.
The Change Journey We'll Teach You to Navigate:
The Change Journey We'll Teach You to Navigate:
Unaware
Aware
Prepared
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Committed
Most business owners are stuck at "Unaware" - so used to their situation they don't realise change is possible. That's where you come in.
You'll Master 3 Transformational Frameworks:
You'll Master 3 Transformational Frameworks:
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The Awareness Shift
Opens natural conversations with long-term or new clients that gently shift them from "unaware" to seeing possibilities - without being pushy or salesy.
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From Interest to Investment
Guides aware clients to become prepared and committed to change, to the point where THEY ask about working with you more closely.
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Ongoing Transformation
Delivers highly valuable sessions that create lasting business improvements using your existing accountancy skills.
The best part? Everything centres around numbers and profit improvement - skills you already have. We just show you how to:
- Package your expertise into transformational conversations
- Position yourself as a profit improvement specialist
- Confidently agree value-based fees without discomfort
- Apply coaching ethics and practices that enhance the value
WORLD CLASS TRAINING...
What to Expect Over 2 Transformative Days
What to Expect Over 2 Transformative Days
Seamless Shifts
Learn proven methods to transition existing client relationships from compliance-focused to profit-improvement conversations without seeming like you've had a personality transplant.
Transformation
Over two intensive days, shift from uncertainty to confidence through proven frameworks, hands-on practice, and expert guidance.
Certified & Ready
Leave with your professional certification, comprehensive workbook, exclusive alumni access, and confidence to transform client conversations immediately.
Meet your instructors...
Meet your instructors...
Shane Lukas
Author - Speaker - Trainer - Coach
Shane Lukas
Author - Speaker - Trainer - Coach
Best selling author of...
Putting Excellence Into Practice and What's Next for Accountants
plus many more.
Shane has spent 27 years proving one simple truth: accountants make the best business coaches.
Since 1998, Shane, through his business, has guided over 6,000 accountants through the exact transformation you're seeking - from compliance-focused number-crunchers to confident profit improvement coaches.
He understands the imposter syndrome, the fear of "looking possessed" when changing your approach with long-term clients, and the worry that you're "just an accountant."
What makes Shane different? He's worked exclusively with accountants for nearly three decades, discovering exactly which coaching frameworks work for analytical minds and how to adapt them for every personality type.
He knows you already have the skills - you've been informally coaching clients for years. He simply gives you the framework, confidence, and certification to get paid what you're worth.
After 27 years, Shane knows exactly how to help you make this transition successfully.
"You're not just learning to coach. You're learning to finally charge for the value you've always provided."
He understands the imposter syndrome, the fear of "looking possessed" when changing your approach with long-term clients, and the worry that you're "just an accountant."
What makes Shane different? He's worked exclusively with accountants for nearly three decades, discovering exactly which coaching frameworks work for analytical minds and how to adapt them for every personality type.
He knows you already have the skills - you've been informally coaching clients for years. He simply gives you the framework, confidence, and certification to get paid what you're worth.
After 27 years, Shane knows exactly how to help you make this transition successfully.
"You're not just learning to coach. You're learning to finally charge for the value you've always provided."
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Emma SlackCoach - Trainer - Mentor
Emma Slack
Coach - Trainer - Mentor
Emma Slack brings 26 years of experience transforming introverted accountants into confident coaches.
As an introverted accountant herself, Emma understands the fear of stepping beyond compliance work.
She's walked this exact path - from giving advice away free to confidently charging for business improvement support.
Her clients consistently report increased confidence, happier clients, and significantly improved fees.
In a recent case, Emma guided Neel Shah from self-doubt to charging premium fees for meaningful business conversations. Like hundreds of accountants before him, Neel discovered he already had the skills - he just needed Emma's frameworks to unlock them.
Having personally overcome every fear you're facing, Emma specialises in helping quieter accountants find their authentic coaching voice without pretending to be someone they're not.
"You don't need to become an extrovert. You need to become the confident introvert who gets paid properly."
As an introverted accountant herself, Emma understands the fear of stepping beyond compliance work.
She's walked this exact path - from giving advice away free to confidently charging for business improvement support.
Her clients consistently report increased confidence, happier clients, and significantly improved fees.
In a recent case, Emma guided Neel Shah from self-doubt to charging premium fees for meaningful business conversations. Like hundreds of accountants before him, Neel discovered he already had the skills - he just needed Emma's frameworks to unlock them.
Having personally overcome every fear you're facing, Emma specialises in helping quieter accountants find their authentic coaching voice without pretending to be someone they're not.
"You don't need to become an extrovert. You need to become the confident introvert who gets paid properly."
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Jenny Lukas
Coach - Trainer - Mentor
Jenny Lukas
Coach - Trainer - Mentor
Coach - Trainer - Mentor
Jenny Lukas has been building accountants' confidence since 1999.
As a CIMA-qualified accountant who's implemented every AVN framework in practice, Jenny uniquely understands both the technical and emotional journey you're taking.
She specialises in helping accountants overcome the confidence gap between knowing their value and charging for it.
Recently, Jenny guided Mia from feeling overwhelmed and undervalued to confidently creating premium service packages. Like many accountants, Mia discovered that confidence comes from taking action despite nerves - and with Jenny's support, she not only increased her fees but transformed how clients see her value.
With 26 years of experience answering every possible question, Jenny ensures no one gets left behind. She'll be your safety net throughout the certification process.
"The difference between fear and confidence is often just one supportive conversation."
She specialises in helping accountants overcome the confidence gap between knowing their value and charging for it.
Recently, Jenny guided Mia from feeling overwhelmed and undervalued to confidently creating premium service packages. Like many accountants, Mia discovered that confidence comes from taking action despite nerves - and with Jenny's support, she not only increased her fees but transformed how clients see her value.
With 26 years of experience answering every possible question, Jenny ensures no one gets left behind. She'll be your safety net throughout the certification process.
"The difference between fear and confidence is often just one supportive conversation."
Copyright © 2025
Contact Us
AVN The Accountants' Network
Coney Green Business Centre
Wingfield View
Clay Cross
Chesterfield
S45 9JW
01246 571191
info@avn.co.uk