An FSB networking event in central London. Lots of small business owners, and a few professions are somehow always overrepresented. Like coaches, or accountants. I did not assume I had too much in common with an accountant. Still, you walk up to people and talk to them. So there was this guy who had been a trained engineer, before he decided that he wanted to be an accountant. I was incredulous. Why on earth would somebody rather be an accountant? “Because accounting is the soul of the business”, was his swift answer. It came straight from the gut. He was radiating positive energy. Needless to say, he had me hooked on in an instant, telling me about his motivation, and about all the wonderful and exiting things one can do with numbers.

Why do I mention this? Because humans buy from humans. And this guy had made his USP pretty clear. I don’t know anyone in my bubble who finds accounting particularly exciting. In fact, I am dreading the end of the month when I have to get all the paperwork done and fill in my excel spreadsheets. This guy spoke my language, and he promised to take this unpleasant stuff off my shoulders, because he was actually passionate about it. I love my work, and he loves his work. My paperwork would be in good hands. More than that: He actually seemed to care about making my numbers speak, put me in control, show a path into a profitable future. How wonderful is this?

Of course, I’m perfectly aware that London is a financial hub. A quick Google search for ‘accountants in London’ comes up with 82.5 million results in a split second. But hey, how would I find the perfect match for my needs?

My new accountant friend couldn’t see directly what he had done when he suddenly had my full attention. What he said was intriguing, because he genuinely meant what he said, and explained it to me with a fair number of examples. With his surprising answer to the WHY question, he built a bridge for me and made his business accessible. He obviously was a natural talent, but this can be done intentionally, as well. I love to find these relatable stories.