About the Author: Ashley Thomson
Professional Journey
Ashley started in business improvement in 1998, working for an Australian consulting company. He honed his skills by optimising corporate giants like Coles Group, Myer, ANZ Bank, Telstra, and Zurich Insurance. This hands-on experience gave him practical insights into the workings of great businesses and the pitfalls of poor performers.
Accolades and Awards
Ashley’s exceptional coaching prowess has earned him a place in the prestigious Coaching Hall of Fame (2019). Additionally, his achievements have been acknowledged through multiple awards, solidifying his reputation as a world-class business coach. He leads a team of award-winning business coaches at Tenfold, setting the gold standard in the industry.
Expertise Across Industries
With diverse experience spanning FMCG, manufacturing, wholesale, distribution, construction, trades, retail, and professional services, Ashley has successfully coached businesses across various sectors. His expertise lies in coaching mature businesses with revenues ranging from $5M to $50M, guiding them through complex financial structures, marketing strategies, operational improvements, and leadership development.
Innovative Problem Solver
Ashley’s background as a convergence task force manager and project manager at leading organisations like Show Ads and NewsCorp – PMP Print equipped him with the skills to streamline complex business functions. His ability to sift through data, identify key business drivers, and provide agile financial models enables businesses to thrive in competitive markets.
Published Author and Global Authority
Ashley’s influence extends far beyond his coaching practice. He co-authored “The Quiet Sales Genius,” a definitive guide to effective sales strategies. He has been featured in prominent publications, podcasts, and conferences, cementing his status as a thought leader in the coaching community.
Ashley’s influence reaches across the globe, with features and accolades from esteemed platforms such as:
AI for B2B Contractors to Win Work: Capability Statement Prompts, Workflows, Templates
In today’s competitive B2B landscape, capability statements are a powerful tool for contractors looking to win more work, especially in sectors like manufacturing, wholesale distribution and construction trades. In my recent article, Capability Statements for B2B Contractors to Win Work: Template, Examples, Checklist, I outlined how to craft a compelling one-pager that showcases your strengths and opens doors to new opportunities. This follow-up guide shows how you can use ChatGPT (free version only) to turn that advice into practical, time-saving tasks. Whether you're building your first capability statement or refining an existing one, this article gives you the exact prompts ...
AI for B2B Contractors to Win Work: Case Studies, Prompts, Workflows, Templates
For growing businesses in construction, manufacturing, and distribution, case studies are one of the most effective tools for winning better work. In my previous article, Case Studies for B2B Contractors to Win Work: Template, Examples, Checklist, I broke down how to create compelling case studies that attract Tier 2-3 commercial clients, REITs, and institutional buyers, without relying on paid advertising. This follow-up guide shows you how to use ChatGPT (free version only) to turn that advice into action. You’ll learn how to generate case study content, structure your stories, and use AI to support your B2B prospecting efforts. I’m Ashley ...
Capability Statements for B2B Contractors to Win Work: Template, Examples, Checklist
Winning new contracts in a competitive B2B environment demands more than a glossy brochure. It requires a concise, targeted capability statement that positions you as a trusted partner and speaks directly to decision-makers. In this guide, I draw on my experience as a business coach and small business coach at Tenfold Business Coaching to explain what a capability statement is and why it matters in your prospecting efforts. You will discover the core components to include, the common pitfalls to avoid, and the best practices I’ve honed through business coaching services. Along the way, I’ll show you how to deploy ...
Types of Business Coaching in Australia – Compare the Costs, Benefits & Choosing the Right Fit
Growing a business in the construction and trades sector can feel like piecing together a complex jigsaw puzzle. You have built a successful operation, charted revenue to the million-dollar mark and beyond, and managed a payroll that reflects your ambition. Yet despite your achievements, there is still a ceiling you have not quite broken through. That is where choosing the right business coaching or mentoring model can make all the difference. I am Ashley Thomson, a business engineer turned business coach with over 20 years of experience guiding businesses through strategic growth, financial rigour and operational excellence. I have worked ...
The Hidden Cost of Competing on Price: How to Use AI for Pricing Profitably in Trades Businesses
In the trades sector, pricing is often the battleground where businesses fight to win work. But as outlined in my previous article, The Hidden Cost of Competing on Price, chasing the lowest quote can lead to shrinking margins, increased stress, and a race to the bottom. Instead of undercutting competitors, smart tradie business owners should focus on value, efficiency, and reputation to build sustainable growth. I’m Ashley Thomson, a tradie business coach at Tenfold Business Coaching. With over 20 years of experience coaching established construction and trades businesses across Australia, I’ve helped owner-operators grow from $500K operations to multi-million-dollar enterprises. ...
The Hidden Cost of Competing on Price: Advice for Growing Trades Businesses
In the trades sector, pricing is often the battleground where businesses compete for work. It’s tempting to think that offering the lowest quote will secure the job and keep the team busy. But here is the truth: the work you win on price is the work you will lose on price. Because anyone can sell a dollar for fifty cents. I have coached hundreds of trade businesses across Australia, including builders, plumbers, electricians, landscapers, HVAC specialists, solar installers, carpenters, concreters, and commercial painters. I have seen firsthand what happens when pricing turns into a race to the bottom. The result ...
AI for Tradies: Tips for Winning Tenders
Winning tenders isn’t just about quoting the lowest price; it’s about choosing the right opportunities, understanding what clients truly value, and presenting your business as the best fit for the job. From selecting tenders that match your team’s capacity to crafting compelling case studies and pricing your bid strategically, each step requires clarity and confidence. In this article, you’ll learn how to use the free version of ChatGPT to turn high-level tender strategy into practical, daily actions that improve your chances of success. I’m Ashley Thomson, a tradie business coach who helps trade professionals build smarter systems, win better work, ...
Melbourne’s Declining Zones 2025-2027: Where the Work Won’t Be and What You Can Do Now
This article builds upon our previous Melbourne Growth Corridors blog titled "Where the Work Will Be and What It Means for Your Business," shifting the focus to areas that are likely to stagnate or decline through 2027. As the business coach trusted by Melbourne owners, I will guide you through the suburbs where demand is cooling, explain the practical implications for your profit margins and workforce, and demonstrate how small business coaching in Melbourne can help you avoid potential pitfalls. I’m Ashley Thomson, founder and managing director of Tenfold Business Coaching. Over the past 20 years, I’ve worked as a ...
Melbourne Growth Corridors 2025-2027: Where the Work Will Be and What it Means for Your Business
Greater Melbourne’s population is set to grow by more than 100,000 residents each year. This surge will drive demand for new homes, infrastructure and commercial projects. For owner-operators in manufacturing, wholesale and construction trades, partnering with Tenfold Melbourne Business Coaching to pinpoint where and why this growth is occurring will be the difference between treading water and riding a wave of profitable opportunity. Melbourne’s Growth Corridors: An Overview Victoria’s Growth Corridor Plans provide high-level integrated land use and transport strategies for four metropolitan corridors over the next 30 to 40 years. These plans guide housing, employment zones, town centres, open ...
AI for Electricians: Avoid These 5 Mistakes With Cash Flow in your Electrical Contracting Business
Managing rapid growth in an electrical contracting business presents both excitement and financial challenges. In my original article on avoiding cash flow mistakes in your electrical contracting business, I outlined five mistakes that can hinder expansion and threaten stability. This follow-up demonstrates how you can use the free version of ChatGPT to convert those strategic insights into straightforward daily tasks. I'm Ashley Thomson, a business engineer and electrical business coach with over twenty years of experience working in the industry. I hold a Master of Entrepreneurship and Innovation, a Graduate Diploma of Business Management, and a Bachelor of Engineering with ...
