Steven Fraser

Supporter
DISC Type : s

Managing Partner NE England & Scotland at AMS Group

Aberdeen, Scotland, United Kingdom

Overview

Steven Fraser is the Managing Partner for NE England & Scotland at AMS Group, leading a major strategic expansion from Aberdeen. With over two decades of experience in professional services, including at AAB, he specializes in transforming payroll and accountancy businesses and advising on complex global employment tax. He attended Mackie Academy.

Steven is passionate about building a people-focused culture that challenges traditional, target-driven accountancy models. He champions a philosophy centered on strong relationships, direct senior-level client access, and making employee satisfaction a non-negotiable priority. His focus is on creating environments where teams are empowered and can thrive.

He is currently spearheading AMS Group’s ambitious plan to build a £20 million business in Scotland.

Personality Overview

Slow To Decisions

Social Proof Driven

Procedural

Their decisions are defined by the possible value that they can bring to the organization.
  They are unlikely to become strong champions as they don't prefer pushing other people. They get along well with all people.

Topics They Care About

Scottish Business Growth
He is leading AMS Group's major expansion into Scotland, with the goal of creating a £20 million business and generating approximately 200 new jobs.
Challenging Industry Norms
He advocates for a new accountancy model focused on long-term relationships and client value, rather than being driven purely by financial targets like EBITDA.
People-Focused Culture
Emphasizes creating a culture of empowered people and considers employee satisfaction one of his two "non-negotiables" in business.

Media Appearances

Steven Fraser - AMS Group Accountants. Featured in AMS Group (official website)

See Now

Former AAB managing partner joins AMS Accountants Group to drive Scottish growth. Featured in AGCC (Accountancy & Business News)

See Now

Work History

5-2025
Managing Partner NE England & Scotland at AMS Group
11-2022 - 10-2024
Aberdeen Managing Partner at AAB
4-2018 - 10-2024
Partner at AAB
7-2007 - 10-2022
Employment Tax Senior Manager at AAB
3-2006 - 7-2007
Audit & Compliance Manager at activpayroll

Education

Education details unavailable from Mackie Academy

More Information

Social Presence :

Prographics :

Exp : 26 Location : Aberdeen, Scotland, United Kingdom Job Level : N/A Designation : Managing Partner NE England & Scotland at AMS Group
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Insights For Selling To Steven

During A Call Or A Meeting

DO's

  • Focus your pitch on the impact that you could help them have on their organization
  • Engage other key stakeholders on their side and leverage if they approve of your product
  • If possible, connect them to existing customers

DONT's

  • Avoid saying anything that sounds like a risky proposition
  • Don’t keep pushing them for a straight answer, just make your own conclusions
  • Don’t use phrases like ‘there might be’, ‘we haven’t yet’, ‘latest technology’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Steven is

  • Low-risk, go-ahead from other stakeholders and successful evaluation as per process matter the most to them.
  • Will you ever get a clear answer from Steven

  • They don’t say no very often, and can take you around in circles sometimes.

Insights For Deal Planning

    How fast (or slow) will Steven move?

  • They do not like to rush and can be quite slow in their decision making.

  • Can Steven take some risk or not?

  • They rarely take risks and prefer making decisions supported by others.

You And Steven

Personality Compatibility


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