Observe
See what happens in the field or online: the conversations, choices and repeated behaviours that are easy to miss from the sidelines.
People • Process • Progress
Built on
experience.
Driven by results.
Helping individuals, teams and businesses reach their full potential.
37+years’ experience
1-to-1personal support
Livereal-world insight
Value the process
AMF Services 60Experience, turned into progress.
Observe what is happeningUnderstand what mattersImprove with purpose
The AMF approach
Observe. Understand. Improve.
Improvement starts by seeing the real situation clearly—not correcting it after the opportunity has passed.
Understand
Separate symptoms from causes. Identify where mindset, direction, process or execution is quietly affecting performance.
Improve
Turn honest insight into practical coaching and clear development priorities that support lasting marginal gains.
Coaching built around reality
Support that meets people where the work happens.
Every engagement is shaped around the individual, team and commercial context. The aim is to make the invisible visible—then give people something practical to work with.
Discuss what you need ↗Live Field Coaching Reviews
Objective observation and timely feedback in the moments where behaviour, confidence and client conversations affect outcomes.
Online Coaching Reviews
Focused remote review for individuals, managers and teams who need clarity, reflection and practical direction wherever they work.
Performance Development
Clear follow-up reporting, corrective coaching and development areas designed around the issues actually observed.
Who it’s for
Capable people ready to get more from their effort.
When ability is there but confidence, consistency or execution has dipped, a clearer view can change what happens next.
Business owners
See where sales performance, process and management support may be affecting revenue.
Sales professionals
Build stronger belief, better conversations and a more consistent way of working.
Sales managers
Move beyond hoping performance improves and coach with clearer evidence and direction.
Team leaders
Strengthen alignment, task management and accountability without relying on generic fixes.
Value the process
The values behind AMF Services 60
How the work gets done matters.
The best results are built on more than technique. These six values shape every coaching conversation, every recommendation and every next step.
Integrity
Doing what’s right, always. Building trust through honesty and respect.
Hard Work
Consistent effort, real commitment and a focus on lasting results.
Care
People matter. Going the extra mile for customers, clients and teams.
Attention
Listening, understanding and solving. Every detail makes a difference.
Emotional Intelligence
Leading with empathy, confidence and understanding.
Solution Focused
Turning challenges into opportunities and always finding a way forward.
37+years in sales management,
leadership, training & coaching
leadership, training & coaching
Meet Andy Finikin
Experience earned where results cannot hide.
Andy began his career in front-line sales, knocking on doors and learning—one conversation at a time—how trust, influence and customer relationships shape performance. His results took him from running his own operation to a national role launching and developing new distributor businesses across the UK.
Across more than 37 years in sales and 33 years in management and senior leadership, Andy has worked with business owners, CEOs, managing directors, sales directors and boards. He has built high-performing teams, turned around underperforming operations and helped people achieve results they had not thought possible.
Through AMF Services 60, he combines that practical experience with individual coaching, sales development and business improvement. His belief is simple: people perform better when they understand how to develop themselves, and lasting progress comes from mastering the fundamentals consistently.
37+ years in sales33+ years in leadershipPractical, tailored coaching
Start a conversation with Andy ↗What better looks like
Small changes. Stronger performance.
Same goal… bigger results.
✓
Sharper visibility into repeated mistakes, confidence lapses and execution gaps.
✓
More constructive conversations around client concerns, objections and solutions.
✓
Clearer development priorities for individuals, managers and teams.
✓
Stronger alignment between everyday activity and company goals.
✓
Practical marginal gains that can be applied consistently over time.
In their own words
Real experiences. Real progress.
Hear directly from business leaders and professionals who have worked with Andy and experienced his practical, people-first approach.
Will Hadfield
Director · Fairmarkit
Victoria White
Business Development Manager · H&S and HR
Marc Aitken
Account Director · GIACOM
Caroline L
Business Owner · Shrewsbury
Linzi Todd
Head of Partner Engagement
Grant McKenna
Managing Director · Apertus Group
Ryan Maguire
Founder and Managing Director · The Transporter
A useful first conversation
Ready to turn insight into progress?
Your free introductory call is a private, focused conversation with Andy. Explore what is frustrating you, where support could add value and whether a live or online coaching review is the right next step—without pressure.
Free introductory call
- Talk directly with Andy
- Clarify the visible performance gaps
- Leave with honest next steps
Frequently asked
A few things you may want to know.
Still unsure? The introductory call is the simplest place to start.
What is a Live Field Coaching Review?+
It is an opportunity to observe performance where it happens, understand what may be getting in the way and provide objective, practical feedback based on real behaviour.
Can coaching take place online?+
Yes. AMF Services 60 offers both Live Field and Online Coaching Reviews, depending on the individual, team and working context.
Is this a generic sales training programme?+
No. The approach is bespoke and personal. It focuses on the issues observed rather than applying a one-size-fits-all classroom package.
Who is the introductory call for?+
Business owners, sales professionals, sales managers and team leaders who feel performance should be stronger and want an honest view of the next step.