About Us

Our Key Staff

Ashley Collins, Principal, has gained over 25 years sales and management experience in a variety of industries including Telecommunications, IT, Real Estate, Hardware, Entertainment and Homewares. This gives Ashley a broad base of experiences in different sales environments. During this phase of his career, Ashley received many accolades and awards for his achievements in sales.

From focusing on the needs of the customer, building rapport and creating a relationship based on trust, all the way through to ensuring the customer's experience exceeds their expectations; Ashley has always been committed to developing customers for life.

In early 2009 Ashley decided to apply his expertise to assist others and established Driving Force Australia Pty Ltd. The business has proven to be the ideal vehicle for Ashley to combine his genuine desire to raise the level of professionalism within the sales profession with his passion for sales and his skills as a trainer, facilitator and coach. His focus remains firmly on encouraging others to achieve their full potential and to equip them with the skills to build long-term, profitable relationships with their customers.

As well as being an accredited DiSC facilitator, Ashley's formal qualifications include a Bachelor of Business (Marketing), a Certificate of Coach & Mentor Practice, and the Certificate IV in Training & Assessment.

View Ashley's LinkedIn profile here.

Erica Collins specialises in employee engagement and enjoys working with business owners and senior managers to improve their employee engagement to develop and retain high performing staff.

She has over 15 years' experience in human resources including recruitment, staff development, employee relations and organisational change. Initially starting her career in mining, she then worked in manufacturing before joining Australian Industry Group for 7 years as a consultant where she assisted small to medium enterprises design and implement workplace changes.

During this time, Erica transitioned from being a practitioner (providing her professional services internally) to a consultant (selling her expertise externally). She achieved among the top performers in billable hours.

Erica then worked as the Financial Planning Association's first Human Resources Manager, where she designed and implemented various strategies to improve employee engagement. Her results included reduced staff turnover and improved communication across departments.

Over the last 10 years, Erica has helped organisations improve engagement of staff, members, volunteers and parents. The principles of engagement are the same.

Erica has a Graduate Certificate in Change Management, Bachelor of Business (HR), Cert IV in Assessment and Workplace Training and a Certificate of Coach & Mentor Practice and is DiSC accredited.

View Erica's LinkedIn profile here.