A brash Australian business guru who started young delivers an optimistic message, writes AMANDA PHELAN

PROCLAIMING “I AM UNEMPLOYABLE” in capital letters may seem a strange boast for a man whose advice is sought by thousands of business people from across the world, but corporate guru Brad Sugars says that knowing he cannot work for anyone else led him to build up his own global company to give advice to small to medium businesses.

Now Sugars is heading to Ireland to deliver his message, with a seminar titled The Recession EndsHere to be held in Dublin and Limerick on Monday and Tuesday of next week. Sugars says he's sick of "doom and gloom merchants" capitulating to pessimistic predictions over the global downturn. "We've been here before and survived," he says, ticking off a list of deflated economic bubbles from the past – the tech boom, junk bonds and now property.

“Greed kicks in and it’s not sustainable,” he says. The highs – and lows – are cyclical, and some advantages can emerge from the fallout. For example? “Now is a great time to start up a business. You’re in a good bargaining position in terms of leasing office space, finding good employees and even buying equipment.”

His own business drive emerged early on in his native Australia, when his father discovered the seven-year-old selling his Christmas presents to his siblings. No, he wasn’t put into therapy or sent to volunteer at the nearest soup kitchen. Instead the young Sugars won praise for his business acumen. The next year he decided to rent out his toys so he made money and still kept them.

His company, ActionCoach, is a big hit, ranked the 16th fastest growing franchise of its kind by US Entrepreneurmagazine.

Irish businessman Daragh Little came under the Sugars’ spell in 2007. “I heard this crass Aussie on the radio, but he really made sense and struck a chord. I thought ‘This is the guy for me’,” says Little, who at the time was struggling with his Lucan-based business, Forest Enterprises Ltd.

After signing up with ActionCoach representative Richard Cullen, Little is happy with the result. Sales are up 150 per cent on this time last year for his consultancy firm, which helps private companies and farmers manage 24,000 acres of forest.

Brad Sugars will hold free seminars on Monday at the Radisson SAS Hotel, Stillorgan Road, Dublin and Tuesday in Thomond Park stadium, Limerick, from 5pm-8pm. Details on www.actioncoach.com

Sugars's top tips

* Look after your existing customers. Reward loyalty, don’t take it for granted.

* Be flexible. We change clothes for seasons, and business practices are similar. It’s an economic winter – dress for it. For example, order less.

* Accept cuts are inevitable and make them fast. Many start out by axing staff, but make this your last resort.

* Increase or sustain marketing – your budget should stretch further, so it’s a good time to use your bargaining clout.