The Mindset Shift That Took My FCFO Business to the Next Level

Most of the finance professionals I speak to don’t get into finance because they love sales. The word alone can bring up thoughts of cold outreach and uncomfortable pitches. Knowing how to speak confidently about what you do and why it matters is essential if you want to build a sustainable business.

In the latest episode of The New F*word, I spoke to someone who explained a concept called “mindful selling” and how it changed everything for her.

That shift wasn’t just about language; it was about how she showed up. For Daniella, LinkedIn became a quiet but powerful way to start building visibility and trust. She was connecting with people, one thoughtful post, one conversation at a time.

Daniella went from corporate Finance Director at Wm. Morrisons Supermarkets, to launching Wainwright Consulting, a thriving fractional CFO business built on relationships, not sales scripts, all without going to university. She took a different path than most CFOs, carving out her career through hands-on experience, grit, and a determination to back herself.

Daniella joined me to talk about the mindset shift that helped her grow, find her people, and build a business that works for her. In our conversation, she shared how shifting her mindset around business development transformed not just her work but her life.

If you’ve ever felt uncomfortable with the idea of “selling yourself”, then this is definitely a must-read!

When I was made redundant in 2020, I didn’t sit down with any formal planning or structured strategy in mind. I simply started by reconnecting with myself, my network, and with the kind of work I really wanted to do. It was lockdown, so everything had moved online, meaning no networking events or coffee meetings. Just Zoom and LinkedIn. So that’s where I started!

I wasn’t using LinkedIn to pitch, instead, I used it to talk. I shared what I was thinking about, what I was building, and what I believed finance could look like if we focused on relationships, outcomes, and real impact. So, it didn’t take long for conversations to start flowing. Some came from old contacts, and others from total strangers. Regardless, being present and visible and showing up with energy made a real difference.

But leveraging LinkedIn for me wasn’t just about being visible; it was about being intentional. I wasn’t trying to be polished or perfect. I was being real, and that made me approachable. People reached out. They introduced me to others. I built work from conversations, not campaigns. I still credit that period of consistent presence and curiosity as the foundation of my business.

It wasn’t just LinkedIn. I stayed open offline, too. My first client came from a casual school run conversation with another parent. That moment reminded me how much your openness, your passion, and your willingness to talk about what you do can spark something unexpected.

I didn’t need a content calendar or a brand strategy. I needed to show up, be myself, and start the kind of conversations I actually wanted to be part of.

Once I realised how much of my growth came from being visible and values-led, I wanted to help other FCFOs experience that shift too. Because the truth is, most of us weren’t taught how to sell. We were trained to be technically competent, but not necessarily confident in the "front-end" of business development.

That’s why I created a course, designed for people who want to move into fractional work but don’t know where to start. It’s not a course on technical finance, but it’s my exact blueprint on how to set up safely and legally, market yourself, build a network, and show up consistently. This stuff works, it’s what helped me get my first clients, and still helps me today with a business turning over just shy of £1 million per year.

The programme is run as a powerful cohort model giving the structure, accountability, and shared momentum that makes all the difference. It was important to me that PowerUP wasn’t ‘just another course’ that you sign up for and don’t complete, the hands-on support means you’re not lost in the crowd, but part of a small group transforming together.

Building a strong network has been such an instrumental part of my success, which is why the course is complemented by our community, so you’re never left wondering ‘what's next?’, you have the continued support of the team and your peers as you build your business.

My goal is still the same: to help FDs grow their confidence, find and onboard clients faster, and embrace a mindset of ‘mindful selling’, one rooted in value, trust, and authentic connection rather than pressure or getting the best outcome for just themselves.

The key is finding your voice, building a brand that reflects your values, and creating a business that’s shaped around the kind of work you actually want to do.

When I think about what makes my work meaningful and sustainable, it comes down to three things: staying hands-on, leading with value, and prioritising wellbeing.

I’ve never been interested in showing up, offering surface-level advice, and disappearing again. That’s not where the impact is. Being a fractional CFO means helping shape the strategy and putting things in motion.

Clients don’t just need ideas, they need a partner who understands how to bring those ideas to life. Someone who rolls up their sleeves, maps out the process, and walks alongside them.

Whether it’s a discovery call, a board meeting, or a financial planning session, my mindset is always the same: how can I help this client move forward? What’s the real challenge they’re facing, and how can I make things easier, clearer, or more effective for them?

This attitude doesn’t just guide how I work, it’s what makes selling feel more natural. I’m not pitching. I’m helping.

A few years ago, I experienced serious nerve pain after a bout of appendicitis and surgery. It completely floored me. For weeks, I couldn’t work, and I had to take strong painkillers just to get through the day. That experience changed everything. I started paying much closer attention to my health because when health goes, everything goes.

I learned to listen to my body in ways I never had before. My recovery included ice baths, cutting back on alcohol, making time to stay active, and eventually coming off the pain medication I’d relied on. I even switched off entirely during a family trip to Wales, meaning no signal, no inbox, no stress.

That time gave me clarity. I realised that self-care isn’t just about morning routines or spa days, but protecting your ability to keep going. For me, that means building my calendar and business around wellbeing. It’s how I stay clear-headed, present, and energised enough to show up fully for my clients. And I now see it as one of the most important investments I’ve made in my career.

If there’s one thing I’ve learned, it’s that you don’t need to have a grand plan to build something meaningful. You can start with a few honest conversations. Mindful selling, hands-on support, and a deep respect for your well-being are a combination that has helped me build a business that I am proud of.

Dani is the founder of Wainwright Consulting, a thriving boutique firm providing Fractional FD services to growing and ambitious businesses in Yorkshire and the North East of England.

If you'd like to follow Dani's blueprint, ditch the corporate grind and build a life-first business on your terms, apply to join the next cohort of the PowerUP programme here.

If you enjoyed these insights, dive deeper by listening to full episodes of The New F*Word Podcast here.

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Keep that boat afloat!Colin 👋