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About Harry Kafka, the accountancy marketing consultant, lecturer and author

About HDK Consultants

HDK Consultants was founded to provide marketing knowhow to British accounting firms.

Our expertise is based on a 3-year marketing programme with more than 50 independent accounting firms, researching the views of the target group and "solving the unsolvable" — how to find new and better accounting clients at a higher profit.

Admittedly it was the toughest challenge I've ever faced in my 35 years in marketing, sales and advertising.

The problems in marketing accounting services are known to all.

Clients do not understand accounting so you cannot create satisfaction with high technical standard of work, really... because clients won't SEE it.

Additionally, you deal with taxation and various compliance regulations legislated for companies' financial practices and records. Most business owners cannot help but have SOME negative connotations with taxation.

After all, it is a type of "enforced philanthropy" if you wish, and many business owners oppose anyone's attempts to tell them what they can do with their money...

You know how it is.

But these EMOTIONAL connotations stretch over to you, the accounting professional. Many entrepreneurs aren't comfortable with an accountant simply because they confuse your services with those of Inland Revenue and/or Customs & Excise.

Combine the two — their lack of understanding of accounting and the emotional connotations with taxation — and what do you end up with?


"Accounting services are all alike..."

Amazingly, most business owners consider all accounting firms identical in their services. Additionally, they don't see much benefit coming from the knowhow of the accounting professional.

Of course, this is a misconception to end all fallacies... but now you're onto WHY it's so difficult to acquire new clients.

After all, a "new" client is really "someone's old" about 98 times of a hundred, so the challenge is to offer a better service for those who feel they do NOT receive what they want from their current accounting service provider.

But how do you do that if they consider "all accounting firms alike?"

That's the dilemma.

Its other manifestations are that accounting services are compared by PRICE alone, which is understandable if the potential client has no working understanding to compare the SERVICES of two firms, right?

That's why they always ask for your hourly rates.

And that's also why it is so difficult to increase those rates and why they've become a glass ceiling for your profits.


Are you communicating a marketing message that's unbelievable to its recipients?

I'm sure you do your very best in creating various forms of presenting your accounting services in a positive and desirable light.

But are you really starting from what your TARGET GROUP considers the reality in these matters?

If not, then your message will be rejected automatically as untruthful. Not only that but, because of the warped illogic of human thinking, it will also act as "evidence" of exactly THE OPPOSITE OF WHAT YOUR CLAIMS STATE.

Let me explain. If a used-car salesman advertises "You can trust me" then what would YOU deduct from that claim? That he CAN be trusted? Or that what he says proves that "all used-car salesmen are dishonest" (as the general thinking goes)?


So before you spend money in communicating to your target audience, be sure to verify that your message COMMUNICATES what you want instead of communicating inadvertently something altogether different.

It won't unless you talk to them on THEIR level of reality, starting from THEIR view of what's what (also in terms of accounting services and accountants)... and then work it up from there until you reach where they UNDERSTAND what you actually can do for them.

Now, here's how I want your potential clients to see your services:

"A unique way of receiving help in understanding finances and make correct financial decisions, get one's finances under better control and generally utilise the vast knowhow of the accounting professional."

But that's not the way they see it, not before you know how to educate each contact to understand it the right way.

Presently, they see it very differently.

Let's reiterate the "selling points" of accounting services as viewed by the intended clients in the present reality:

"Hmm... services that are identical to each other... work that's necessary only because government has made it compulsory to keep financial records and pay taxes... a subject of which the client understands little or nothing..."

If you look at it that way, it doesn't appear to be an item of sale of high value in great demand, does it now? But it DOES now explain why your best marketing efforts were met with so little enthusiasm and why the results thereof were so meager, doesn't it?

Which of the two declarations of value would YOU rather be seen by?


Two options for being right about accountancy marketing

Essentially, the human survival instinct demands him to be right about things more than wrong. Thus we are utterly convinced of being right in those things in which we can't MAKE go right. The more we fail in something, the more CERTAIN we become why it cannot be done at all.

Thus, every accounting practitioner IS right about marketing of accountancy services, whatever he or she thinks.

But there are two ways to be right with two optional end results.

You can be right about it and acquire new and better accounting clients every month.

Or you can be right about it and NOT receive new clients regularly.

The latter option is the easy one as it requires NO change in attitude or actions. It means continuing things as they are, using the traditional marketing approach with all its self-made claims of excellence which nobody believes.

The first option — the one wherein you DO receive results continually — requires a change in that the marketing actions must be based on the ACTUAL reality of your target group and problems of accountancy marketing, not on the PERCEIVED one of any person.

The ACTUAL reality is that there are seven major blocks that stop you from acquiring clients at the rate you want and with the profit you need.

The PERCEIVED reality is the voice of your more cynical colleagues.

They say a cynic is but an idealist who's been happy-slapped by reality.

But the reality that slapped him was his SUBJECTIVE one, the conclusions at which he arrived because he did NOT know the actual barriers to accountancy client-acquisition.

Those barriers WILL stop you.

The fact that they're unknown and thus invisible IS why they can stop you, because the moment you SEE them you'll circumvent and/or solve those problems... and they cannot stop you any longer.

Which way of being right you choose is solely your decision. Of course, the one where you achieve your goals requires some doing but it is the easier option, relatively speaking.

It is easier because it OPENS possibilities instead of closing them.

It is easier because it makes you FEEL BETTER and not the opposite. And it is easier simply because it is what you intended way back when you started your practice.

Our mission is to work with those accounting professionals who want to investigate the option that opens possibilities.

And that's what this web site and our services are all about.

If you wish to discuss your views with me personally, please feel free to call me on the number below.


Best wishes,

Harry Kafka
HDK Consultants U.S.A. Inc.
PMB 211, 411 Cleveland Str.
Clearwater, FL 33755, U.S.A.
Phone (727) 474 1206
Calls from outside USA: +1 727 474 1206

Practice Management Articles

- Monthly Financial Consulting Service: Introducing the proven superior BASIC accounting service that will give you a steady flow of new clients: The MFCS practically sells itself!

IF there was a way to ensure that clients understand and use the information they receive from YOUR basic Accounting service... you would have a mile-long queue of business owners outside your door, all begging for you to accept them as new clients!

CLICK HERE to read how to start delivering a basic Accounting service that 85% of business owners consider so valuable that they would immediately start considering a change of Accountants if they thought it was available...

How to ware your Marketing Hat with a creative, results-producing viewpoint?

As the owner of an Accounting firm, you have many separate tasks and hats. In this article, we examine how easily one can think about marketing "wearing the wrong hat"... and how to avoid the inevitable cost...

CLICK HERE to hold onto your Marketing Hat and make life a lot easier!

Why not offer what businesses want MOST?

51% of small businesses turn to their Accountant for advice...but are we WASTING this natural demand by NOT advising SMEs on the most make-sense and NEEDED areas of enterprising... just because they don't know how to ASK FOR IT?

CLICK HERE to see how you can give clients what they want most....

Packaging Accounting services into highly desirable products

What on earth is PACKAGING? Well, it's the first and most important part of marketing... something without which you will have enormous hardships in getting your services sold effectively because you're not utilizing the PULL that's there. If you read nothing else from our web site, PLEASE read this...

CLICK HERE to read how you can package your Accounting service so it has tremendous pull for your main market — so the service will SELL all on its own!

Instead of paying thousands, how about GETTING PAID for marketing your Accounting services?

In your wildest dreams, have you ever imagined that marketing your services could DIRECTLY BRING INCOME instead of costing an arm and leg?

No, you didn't misunderstand and there's no mistake here... and it's not a wild scheme but something a growing number of firms are employing today...

CLICK HERE to read how Accounting publications can start bringing you a direct income AND new clients!

Looking for inexpensive marketing ideas for a small or startup Accounting practice?

A small Accounting firm has some very speficic requisites for any marketing system. Otherwise, you're playing with the very survival of your practice.

There are certain simple basics on how to EVALUATE Accountancy marketing systems on whether these really have what it takes for you to get new clients.

CLICK HERE to learn how to evaluate your needs for an Accounting service marketing system!

Making use of normal people in selling Accounting services... or are you planning to do it yourself forever?

Read this article to find why it's seemingly impossible to get someone to sell your services successfully. Once you KNOW, you can actually DO IT...

CLICK HERE to learn how you can help average people become highly effective sales persons for your Accounting firm!

EXPANSION-MINDED OR NOT? Why not take this tongue-in-cheek test to measure your readiness for expansion...

Expansion doesn't just happen like a lightning out of blue skies. It requires favourable circumstances... Here's a test for you if you have what it takes to BITE bite into this hot chilli pepper...????

CLICK HERE to test how ready your firm is for healthy expansion at this moment!

Ready-to-use tools for finding prospective Accounting clients and to present & sell your services successfully:

What's all the fuss about ready-to-use tools for marketing & selling Accounting services? What's the difference — if these are NOT software solutions then WHAT are they?

CLICK HERE to learn the secret of ready-to-use marketing & sales tools used by the most successful Accounting firms today!

The biggest trap stopping you from obtaining Accounting clients at will...

There's an insidious, invisible TRAP into which we've all fallen. If allowed to remain unnoticed, this trap mechanism will effectively keep any Accounting professional from ever gaining the ability to obtain clients at will.

Knowing the anatomy of this insidious trap (and knowing how to get out of it) is probably the most vital piece of knowledge for unleashing your true potential in acquiring new clients at will.

CLICK HERE to learn the biggest trap stopping accountancy client acquisition... and how to guarantee it won't stop you from obtaining accounting clients at will!

Why you can't find anywhere NEAR as many prospectice clients as you want:


Why does it appear impossible? Why do you get SO FEW referrals and prospects? What's causing this?

Well, chances are you've totally overlooked the biggest source of prospective clients in your area!

CLICK HERE to read an amazing article on different types of prospects and what you need to find and sign these onto your services successfully!

Pricing Accounting services at value... but what's the value to clients?

Pricing your service by hourly rates will always result in lots of upsets and unnecessary explanations.

Why not adopt the principle of charging for availability of advice and at the value your expertise really represents to clients?

How can you CREATE that value in the minds of your current and future clients? Its not all that hard if you know how to do it...

CLICK HERE to see how Accountants have been able to achieve freedom from hourly rates while increasing profit by an avearge 22 percent....


Do you KNOW what what business owners think about, value in, and want from Accounting... or just THINK you do?

Are you LOSING THOUSANDS by assuming business owners think the same way you do about Accounting services? Could it be that their viewpoint is very much different?

One thing is for certain: If you align your marketing message to meet EXACTLY what business owners want from Accounting services, you will start gettin a lot of new clients. Read why most Accounting firms are SO CERTAIN THEY KNOW while they still can't get new clients...

CLICK HERE to read this amazing and life-changing information on how you can start controlling the flow of new Accounting clients!

Accounting service marketing: Getting your message across

Why is it so difficult to get ANY response to marketing letters, ads and sales promotions? What can you do to change it?

CLICK HERE to read how you can get your Accounting service marketing message across and create lots of interest for your services!

Why "hiring a marketing expert" won't cut mustard if you want new clients...

One of the most common misconceptions among mid-sized Accounting firms is to think that all they need for marketing is to hire a marketing expert.

But that's really like solving a transportation problem by hiring a chauffeur and forgetting that he needs a VEHICLE to drive before any results can be hoped to be obtained...

CLICK HERE to read what you need BEFORE hiring a marketing expert for your Accounting firm for RESULTS...

So you're looking for a faster, easier solution to finding new Accounting clients?

Many Accounting professionals in public practice don't really want to get involved in marketing and sales that much. Instead, they're looking for a fast and easy solution to finding new clients.

But BUYER BEWARE... does such a system EXIST at all? Well, many CLAIM that it does but if it sounds too good to be true...

CLICK HERE to read why looking for an easy way of finding Accounting clients can make you vulnerable for untold trouble!

-Vital necessity of troubleshooting-- When choosing a marketing system for your Accounting firm...

Learn the insider secret on how you can instantly spot a functional marketing system and reject untried and unproven systems. The secret lies in whether or not the system has TROUBLESHOOTING TOOLS...

CLICK HERE to read why the inclusion of troubleshooting tools is so vitally important when choosing a marketing system for your Accounting firm!

Risk Management: Controlling the risks in marketing Accounting services

CLICK HERE to read this eye-opener about risks of marketing Accounting services and how to minimise them for yourself!

So you HATE cold calling and don't AT ALL believe in telemarketing?

Then JOIN THE CLUB... you're definitely not alone!

But is telemarketing really a waste of time and money... or is it simply that you need a completely DIFFERENT approach (and system) to get lots pf prospective clients for Accounting services by way of telemarketing?

CLICK HERE to read how altogether 10,000 preselected prospective Accounting clients were obtained by a simple telemarketing speech...

Prospective Accounting clients through direct mailing?

Many Accounting professionals in public practice have tried their hand in creating sales letters. And most of us have had to give up for it's very expensive to find out that the letter doesn't bring results...

To get results, you need to use exactly the right words and concepts in your letter. And while it's not much of a secret, it makes a huge difference in response...

CLICK HERE to read how you can use direct mailing letters to obtain a good number of interested leads!

7 factors governing the success of Accountancy prospecting

CLICK HERE to read a 7-point evaluation on factors influencing how many potential clients you find

You're 98% success... but to get a new client you need a hundred!

CLICK HERE to find those missing 1-2 percent in order to harness your true marketing potential

- FIGHTING BACK: How certain are you that it is impossible to get new clients for your Accounting firm in today's economic situation?

Midst all the bad news, it's easy to forget that an economic slowdown contains both risks and opportunities, just like any other. Doing nothing is the only certain way to ensure that the situation can do maximum damage.

In fact, during recession you can make a HUGE LEAP FORWARD in terms of increasing your clientele and income... simply because most of your competitors do absolutely nothing. All you really need is to have a marketing strategy that aligns with the economic situation.

CLICK HERE to read how to harness recession to get lots of new Accounting clients!

How to SELL without having to use superlatives about yourself?

If only it was easier to sell...

Selling your own ability - yourself, in essence - is often not too pleasant. Using superlatives can be very embarrassing... and one can also argue that such salesman antcis don't go well with the image of an Accounting professional.

It's a paradox - if you tell the client how great you are, he might get turned off... but if you don't, he just won't know.

CLICK HERE to read how you can unleash your true selling power while remaining in your Accountant's role!

New Generation Accounting Service PRESENTATION techniques

The traditional Accounting service presentation has outlived its usefulness. It still works with referrals and some prospects, but if you are serious about getting a lot MORE clients, you'll want this amazing new technique...

CLICK HERE to read more on how to increase sales remarkably with a new Accounting service presentation technique!

Advertising & Marketing of Accounting services - a complete waste of effort and money?

Well, admittedly it often is. Why is it so difficult to get RESULTS from advertising or marketing campaigns? What's the catch?

CLICK HERE to learn why advertising accounting services doesn't work... and how you can change that!

Are you practical or not when it comes to selecting a marketing system for your Accounting firm?

How can you find out beforehand whether or not a marketing system is practical and easy to use? Is it possible to estimate how fast and easy it is to start using the system and actually OBTAIN the expected results... new clients?

CLICK HERE to read how you can evaluate an accountancy marketing system for its practicality and usability before buying it!

Comparing Accountancy marketing systems: The ease of getting started and the degree of support

In selecting a practice management system for your Accounting firm, it is essential to ensure those offering the system have actually used it themselves...

CLICK HERE to evaluate the practical experience behind any Accounting service marketing system.

THE DIFFERENCE between traditional and modern marketing techiniques for Accounting firms

Traditional Accountancy marketing has a lot of good and perfectly applicable parts and practices. But some parts are ineffective by now. Learn how you can get results by using the MODERN marketing tehniques...

CLICK HERE to read an article that will forever change the way you think about marketing Accounting services.

You don't want to increase the NUMBER of Accounting clients but REPLACE a few with BETTER paying & more cooperative ones?

Sometimes the idea of increasing the number of clients isn't appealing for obvious reasons. Not everyone wants to expand through a vast clientele and take on the hassles of employing many people. A sole practitioner who's been in practice for a while usually has TOO many clients already... and too much hassle. The old 80/20 rule (20% of clients cause 80% of the hassle but not of the income) can be beaten but it takes a bit of cunning.

CLICK HERE to read how to start changing the profile of your clientele so that you get more of those profitable and cooperative Accounting clients and can replace the bad ones!

How to sell advanced added-value Accounting services

Many Accounting Professionals have superb additional services to offer to their clients. But why are those added-value Accounting services, special consulting, valuation and other such excellent services so difficult to sell?

There's a very simple and logical reason for it - and once you know what the barrier is, you can effectively open the door to increase the sale of these additional services.

CLICK HERE to read the full article on solving the riddle of getting advanced Accounting services sold.

How to sell Accounting services: Getting your hourly rates accepted by prospective clients

Majority of business owners seek for low-cost Accounting services. Justifying reasonable hourly rates is a constant pain and source of disagreements.

There is a simple way to help your prospects and clients accept your fees...

CLICK HERE to read on pricing of Accounting services and achieving acceptance the fees.

Do you want to get a lot more REFERRALS for accounting services?

Referrals are the cream of all potential clients for an Accounting firm. They're easy to deal with and you can close almost all of them onto your services.

But why are they so hard to find? And how do you INCREASE the flow of referrals?

CLICK HERE to learn the six factors governing the flow of referrals for Accounting services!

-Accounting Firm Prospecting System Evaluation Points-

Does it have correct Approach in Prospecting for Accounting clients?

Does the prospecting system have a planned and tested route
from contact to sign-on to follow?

Does the prospecting system have ENOUGH of what it takes
to really GET results?

Does the prospecting system include a systematised method
with TOOLS that require no training to use?

Does the prospecting system allow for constant marketing outflow
& sales activity of practical nature?

Does the marketing system include a way to monitor results
and troubleshoot problems?

Does the marketing system put you in control and give full
independence to obtain new Accounting clients wherever you want?

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