Summer wasn’t just about rest and relaxation at Lednor Accounting. While Eddie was settling into his new home and I was perfecting my “Mum TAXI extraordinaire” skills, I was also investing in something that will fundamentally enhance how I support my clients: becoming a certified Profit Improvement Coach with AVN.
But before you worry that I’m abandoning accounting for life coaching, let me explain exactly what this means and why it’s such a natural evolution of what we already do.
The Problem with Traditional Accounting
Here’s the uncomfortable truth about traditional accounting services: they’re largely transactional. Numbers in, numbers out, pay a fee, see you next year (or when HMRC sends a scary letter).
But what about profit? What about growth? What about cash flow? What if working with your accountant actually helped you understand your business better, make more informed decisions, and yes – fattened your wallet?
Traditional accounting tells you what happened. Profit improvement coaching helps you shape what happens next.
My Natural Teaching Style: The Foundation
The AVN assessment revealed what I’d suspected all along – my natural coaching style is “The Teacher” at 49%, combined with “Supporter” tendencies at 20%.
What this means in practice:
As a Teacher, I excel at breaking down complex financial concepts into understandable frameworks. I naturally guide clients through structured learning, helping them not just understand their numbers, but understand WHY their numbers look the way they do.
Combined with my Supporter qualities, I create that safe space where you can ask the questions you’ve been afraid to ask. No judgment, no making you feel silly for not knowing something – just patient guidance toward financial confidence.
Beyond Compliance: What Profit Improvement Coaching Brings
Structured Growth Sessions
Instead of just delivering your year-end accounts, we can have structured conversations about: Where your business currently stands financially
Where you want it to be in 6, 12, or 24 months
The specific steps needed to bridge that gap
Which financial levers you can pull to accelerate growth
Clear Frameworks for Decision Making
Business owners often tell me they feel like they’re making decisions in the dark. Profit improvement coaching provides frameworks for:
Pricing decisions based on real profitability data
Investment choices that align with growth goals
Resource allocation that maximises return
Risk assessment using financial indicators
Teaching Methods Tailored to You
Not everyone learns the same way. Some people need visual charts and graphs. Others need to talk through scenarios. Some want detailed spreadsheets, while others prefer simple summaries.
My teaching approach adapts to how YOU process information best, ensuring you truly understand your business finances rather than just nodding along politely.
This Isn’t About Changing What We Do
I’m not becoming a life coach or abandoning accounting for motivational speaking. This is about doing what we already do, but better.
Your business still needs:
Accurate bookkeeping
Compliant tax returns
VAT registration and returns (where applicable)
Year-end accounts and company secretarial work
The difference is that now these compliance activities become part of a broader conversation about your business growth.
What This Looks Like in Practice
For Seedling Swingers (Stop Monkeying Around – £0-£80k):
Instead of just sorting your shoebox of receipts, we explore:
What your numbers tell you about your business model
Which revenue streams are most profitable
How to build financial habits that scale with growth
When and how to invest in business development
For Growth Swingers (Swinging Into Success – £80k-£150k):
Beyond VAT registration and quarterly bookkeeping:
Strategic pricing reviews to protect margins
Cash flow planning for sustainable growth
Investment decisions based on ROI analysis
Building systems that support scaling
For Epic Climbers (No More Monkey Business – £150k+):
Moving beyond monthly bookkeeping to:
Advanced profitability analysis by product/service
Strategic financial planning for expansion
Investment and exit planning conversations
Building financial resilience for long-term success
The Science Behind Effective Financial Coaching
The AVN methodology isn’t just about personality types – it’s grounded in how people actually learn and change behaviour. By understanding whether someone learns better through explanation, exploration, or hands-on practice, we can tailor our approach for maximum impact.
Some clients thrive with detailed financial analysis and complex spreadsheets. Others need simple, visual summaries and regular check-ins. There’s no right or wrong way – just the way that works for you.
Real-World Application: A Teaching Moment
Let me give you an example of how this enhanced approach works in practice.
Traditional accounting conversation: “Your profit margin is 15% this year, down from 18% last year.”
Enhanced coaching conversation: “Let’s explore why your profit margin dropped from 18% to 15%. Looking at your numbers, I can see your material costs increased but your prices stayed the same. What would happen if we implemented a 5% price increase? Let’s model that out together and see how it impacts your bottom line…”
The first approach tells you what happened. The second helps you understand why and what you can do about it.
This Is Still About the Numbers
Make no mistake – this isn’t about abandoning rigorous financial analysis for feel-good conversations. If anything, it’s about making the numbers more meaningful and actionable.
Every coaching conversation is grounded in real data from your business. Every recommendation is backed by financial analysis. Every growth strategy is tested against your actual cash flow and profitability metrics.
The Questions This Approach Helps Answer
Instead of wondering:
“Am I actually making any money?”
“Should I be charging more?”
“Can I afford to hire someone?”
“What should I focus on next?”
You’ll have clear, data-driven answers and a plan for moving forward.
Your Business Is Your Baby
I’ve always believed that your business is your baby, and you have big plans for it. The challenge isn’t lack of ambition – it’s knowing what to measure, how to measure it, and where to go next.
What if you had an accountant in your corner who not only keeps your books straight and your taxes compliant, but also helps you navigate toward your goals? Someone who notices the gap between where you are and where you want to be, and helps you bridge that gap one strategic step at a time?
That’s exactly what combining traditional accounting excellence with profit improvement coaching delivers.
The Bottom Line
This certification doesn’t change our commitment to accurate bookkeeping, timely tax returns, or compliance excellence. It enhances everything we do by adding strategic depth to those essential services.
You’re still getting the reliable, no-nonsense accounting support you need. You’re just also getting someone who can help you understand what those numbers mean for your future and how to use them to make better business decisions.
Because every business owner deserves to understand their numbers with confidence. And every ambitious business deserves a financial partner who can see the bigger picture.
Ready to Experience the Difference?
If you’re tired of accounting that just tells you what happened instead of helping shape what happens next, let’s chat. Whether you’re just starting out or ready to scale to new heights, there’s a place for you in the Lednor jungle.
After all, we’re not just about compliance – we’re about confidence, clarity, and turning your business dreams into profitable reality.
Want to see how profit improvement coaching could work for your business? Book a discovery call and let’s explore how we can turn your financial confusion into clarity and growth.
Ready to stop monkeying around with your finances?