Meet Our Founder & CEO, Bob Nicols

If it can be accomplished in sales, Bob Nicols has done it. Some may say he was “born with it.” Not so, and he even wrote a story about it. Bob knows that ANYONE can be successful in sales, no matter what their level of experience, if they just ASK the right questions. Bob’s highy energetic & inspiring lectures have kept his name at the top of the keynote speaker lists for several national & worldwide technology conferences.

He is a trusted advisor to c-level executives & senior managers for countless organizations, spanning multiple industries, proving the universal truths behind the process he created. Still, after 40 years, Bob gets calls thanking him for the impact his program has had on the lives, both professionally & personally, of countless sale professionals, managers, and business owners.

Bob Nicols has over 40 years of experience in sales, sales management, executive management and sales process development.  In 1990, Bob founded Burton Training Group (AXIOM Sales Force Development), after being a top and highly recognized performer in sales, sales management and executive positions within the technology sector.

He has managed and mentored thousands of sales people, sales managers and senior managers and been responsible for hundreds of millions of dollars in sales. For more than 30 years he developed and delivered sales programs that have become the standard for leading companies, including AT&T, Equifax, Verizon Wireless, CommScope, Pactiv, Altura Communications, ESPN and Canonical. 

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His programs have been implemented in over 40 countries including the US, South Africa, Japan, the UK, France, Germany, Dubai, Brazil, Taiwan, Singapore, Australia, China, Mexico, Canada, South Korea, Slovakia, Sweden, Trinidad, The Bahamas, and The Netherlands. 

Bob’s highly energetic, insightful lectures and workshops result in invitations to be a featured presenter at dozens of national and international sales meetings and conferences.  He is a trusted advisor to the presidents and senior managers of multiple organizations, both large and small, and has been a board member for two technology companies.

Bob is the developer of AXIOM’s “Selling Sciences Program” and author of the “Selling Sciences” workbook and audio series. His latest novel, The Journey to Sales Transformation, will be followed up with his highly anticipated Axiom Sales Kinetics sales methodology book, which will be in stores fall of 2021. 

When Bob is not hard at work teaching, creating, or mentoring, he takes great joy in being the drummer in his band Melt Behind the Wheel. Shameless plug? You bet!  You can find their original EP on iTunes, Spotify and if you ever find yourself in Jax Beach, come out for a gig!

The Journey to Sales Transformation, 25 Axioms for Becoming a Trusted Partner to Your Customers

This book is your truth, your hammer of justice. It will do for you what your company hasn’t, can’t or won’t. It will clearly define the structure and process for selling that, if mastered, will ensure your sales success.  As a result, you will sell more at higher margins, have happier customers, a higher closing ratio, and enjoy a more abundant work AND personal life. 

If you’re a seller, you have an obligation to yourself and your customers to embody #ASKLife and ASK Academy.

The Journey to Sales Transformation

The AXIOM, the TRUTH about selling.

When your back

is against a brick

wall you have

three choices.  

  • Get used to the feeling of brick on your back, quit complaining and continue to try to figure out a sales process on your own.

  • Go somewhere the brick wall isn’t. Unfortunately, so few companies have developed sales structure and process, you’ll find that regardless of what materials that were used to build them, most sales offices come with the same wall.

  • Turn around, face the wall, and with the tools in your ASK arsenal, especially this book, chip away at the brick until you get through a door of incredible opportunity.

“Want to transform your sales organization, but don’t really know where to start?

This is your guide.”

Jim Dickie, Sales Mastery


Order Your Copy

For the last several years, the focus for business management has been finding ways to drive down cost – and there’s been no shortage of highly skilled individuals with significant expertise and experience in cutting every possible penny.

Now, senior leadership is realizing there is little left to cut. Building top-line revenue is the primary focus, and as a result, “Sales Transformation” has become the catch phrase for virtually every C-level executive.

Unfortunately, if you ask 10 different executives what “Sales Transformation” means, you may get 10 different answers. Few, if any, have successfully transformed. Sales are still flat, margins continue to erode and salesforce turnover remains high. Unlike the plentiful group of cost cutters, there is a dearth of people who truly understand how to effectively drive profitable revenue growth.

In The Journey to Sales Transformation, sales and business expert Bob Nicols, Jr. explains exactly what organizations need to do to address these challenges. Told through the fictional parables and lessons learned by his characters, the story provides a set of twenty-five truths that help define the hot business topic of “Sales Transformation” and act as a self-assessment for any organization trying to drive higher revenue and margins by becoming the best partner for their customers. 

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