“The skills I pass on to my clients are not just focus and determination but discipline. You need all three to thrive.
I had just one KPI when I was a junior Archer- to win. If my clients pick up on that then they will be much more successful.”
Since establishing in 2005, his business coaching service Proactive Accountants Network has passed on these simple messages to over 750 firms in 38 countries, with outstanding results. Rob says that he’s seen hundreds of success stories and that it’s not uncommon for a firm to double/triple profit and cash flow in one to two years of the program.
“The last 10 years or so I realised that accountants can do a lot of good in the world if they are proactive.
“There was no need for what I do previously in the market- I created a need,” says Rob.
Rob’s innovative ideas started from an early age. Growing up in Dubbo, at just age 14 he started his first business selling Archery equipment. From 17 years old, he taught himself marketing and business and decided to start doing his own sales and customer seminars from 1993.
It was in the central west of NSW during a seminar an accountant showed up to change his life.
“I was going broke a million miles an hour with no idea what I was doing. The accountant (Ellis Ryan) said ‘will you come to my town and do this for my clients?’ The town was Coonable (just 2500 people and two accountants) and 56 people turned up to the seminar.
Since then I was hooked on accountants. So I started cold calling accountants offering then my seminar. Many took up the offer. Then in late 1994 I joined Results Accountants Systems and helped that company grow from 350 accountants to 3,500 around the world. I ended up becoming the General Manager.”
He started his own software company in 2000 that made and sold knowledge management software to accountants. “Frustrated and in the wrong business,” in 2005 he decided to return to his original passion- business coaching accountants.
The Proactive Accountants Network has been established with Rob’s simple vision in mind, and the firm belief shared by all employees that accountants “are the natural trusted business advisor”. Proactive Accountants believe that “through challenging the norm of the accounting profession, we inspire people, we raise expectations and we bring positive impact to business globally.”
Rob is presenting on the future of the accounting profession at the IPA National Congress from November 7-9, and he thinks three things will shape the profession.
“1. Technology will commoditise compliance
2. Globalisation will create competition across borders
3. Adding value (services) to clients is the answer”
These three things, Rob says, will change the look and feel of the accounting firm of the future.
“The accounting firm of the future will be cloud based, have customer facing team members in their local location and all of the processing work will be outsourced off shore. The firm of the future will be offering a broader range of services to their clients. They will be marketing and sales orientated. Compliance work as we know it will be commoditised.
“Cloud accounting is changing the industry dramatically. It’s friend and foe. But accountants can’t stop it. They need to embrace it. It makes dealing with clients more efficient. Less time (up to five times) at the accountants end means less money. However, the accountant has access to real time data to add value.”
With the focus, determination and discipline of an archer, Rob ensures that accountants can easily adapt to change and the challenges that the industry presents them with. All they need to do is set their targets and aim correctly.
Presenting on the Gold Coast is not too far a drive from him- he’s lived in Brisbane since 1995. His tips for anyone having an extended holiday in Queensland?
“As well as experiencing the weather, beaches and lifestyle- Moreton Island. Everyone needs to visit there at least once- better than Fraser Island!”
