Become a Certified Profit Improvement Coach in 2 Days 

 Silence the Voice That Says... 
 “You’re Just an Accountant” 

Get certified to guide clients beyond the numbers
– become The Profit Improvement Coach

**In-Person Training • Chesterfield, UK • Limited to 30 Accountants**
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"I've yet to meet a business owner who wouldn't like to work a little less and earn a little more."

Perhaps you're one of them.

I'm certain most of your clients are too - no matter how large or small their business, no matter how uninterested they may appear.

Yet when you ask how business is going, they say "fine" or joke "living the dream."

But here's what they're not telling you: They're working 70-hour weeks. Missing their kids' football matches. Watching their health deteriorate. All while feeling trapped in businesses that own them.

You can see the opportunities in their numbers. You know exactly which changes would give them their life back. But you stay silent because you've judged them as "not interested."

I've heard it a thousand times: "My clients don't want growth services."

But when those same accountants implement what we teach, they tell me: "The clients I NEVER thought would pay for these conversations are now my best clients - and they're transforming their lives."

The truth? Your clients don't ask for help because they don't believe it's possible - or that their accountant could provide it. Don't deny them the transformation they desperately need.

This certification gives you the frameworks and confidence to have these life-changing conversations.

As a result, you can work less and earn more, your clients can work less and earn more, and everybody wins.

Ready to start?

Shane Lukas
Managing Director, AVN

Help Your Clients Work Less and Earn More

Get certified to guide profit improvements that create freedom for everyone

 
 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: 

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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.
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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.
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)
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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
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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
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, 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:

 
 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 

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."
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 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.
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 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

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.
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  • Kathryn Webb


    There seems to be a focus towards helping customers as a number 1 priority, rather than just pushing for membership subscriptions. During the initial call I was given some super helpful feeback, without any pressure to sign up.

  • Dan Heelan


    If you want to improve the value you add to clients, improve your practice/business and basically get pumped to do the above - you need to consider AVN.

    100% recommend.

  • Mia Seymour


    AVN are an amazing group of people that are doing fantastic work to improve Accountants lives which has the knock-on effect on improving the businesses we work with. I can't think of any negatives, it's a win-win.

    I have found support and grown confidence. I highly recommend them.


  • Shabbir Rahman


    Shane is very inspiring, experienced and my time has been very valuable

    (every minute of it).

 
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.
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.
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?
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.
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!
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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

★★★★★

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
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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.

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:

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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

You're not learning a new profession - you're helping business owners change the numbers that matter most.
WORLD CLASS TRAINING...

What to Expect Over 2 Transformative Days

Unlike traditional lecture-style training, this is hands-on practice in a friendly environment where bringing your worst fears isn't just okay - it's encouraged.

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.
We'll work through them together, and you're welcome to play devil's advocate, testing every scenario until you feel truly confident.

Transformation

Over two intensive days, shift from uncertainty to confidence through proven frameworks, hands-on practice, and expert guidance.
With individual attention from our team throughout, we ensure everyone succeeds, regardless of their starting point or personality type.
During coffee breaks and buffet  lunches (included), you'll rub shoulders with other accountants on the same journey - these informal conversations often spark the biggest breakthroughs.

Certified & Ready

Leave with your professional certification, comprehensive workbook, exclusive alumni access, and confidence to transform client conversations immediately.
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Meet your instructors...

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."  
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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." 

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Jenny Lukas
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." 

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The Decision That Changes Everything

Right now, you have two choices:

Choice 1
  •  Keep giving away profit improvement advice for free.

  • Keep feeling like an imposter when clients ask for help.

  • Keep watching business consultants charge £200/hour for conversations you could have. 
Choice 2
  •  Join 30 accountants who refuse to undervalue themselves any longer.

  • Get paid what you’re worth.

  • Get confident.

     
  • Get Certified.
Secure Your Certification Now
    ⚠️ Only 30 Seats Per Session 

 Remember:
This is a 'per person' certification.  Book your team in too. 

Step 1. Chose your transformation date(s) and how many places:
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Option 1: August 19-20, 2025
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Option 2: September 17-18, 2025
Step 2. Confirm your payment options:
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Payments are non-refundable, booked places may be transferred to an altertive 
Step 3. Enter payment information:
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Step 4. Confirm your details and submit:
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Submit
What Happens Next:
1. Complete your registration
2. Receive immediate confirmation and attendee(s) dietary requirements
3. Invitation to join our exclusive membership group
4. Become a certified Profit Improvement Coach in just 2 days
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

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