As an Accounting professional, you're well acquainted with risk management in connection with financial planning. But how do you avoid risks in MARKETING your services? Is risk-free marketing of accounting services at all possible...

Competition for accounting clients is LOCAL

Our mission is to help you to take ownership of YOUR local market of accounting services

HDK Consultants USA Inc.


Quality-Assured Accountancy Client-Acquisition Service with exclusive territory - find out if your area is available

HDK Accounting Firm Referral Programme

Commission a unique, content-rich web site with search engine optimization for your accounting firm

Tailored In-House Theme Seminars for your accounting Firm

Subscribe to
Accountancy Marketing Newsletter

Risk management in marketing accounting services

Risk management in accountancy marketingAs an Accounting professional, you're accustomed to assessing the risk factor in various financial matters.

In financial management, a certain dose of conservatism is required to ensure continuous growth and viability for a business activity.

We try to avoid doing anything unorthodox or exceptional in order to minimise the risks. In financial matters, it's best to follow those established golden rules that ensure a continuous (if often minimal) growth.

But avoiding risks can go too far for one's own good.


Prove it to me!

Now, there's a special fixed idea that all of us buy a share of. For lack of a better name, I call "prove it to me!"

This is the concept of the business owner being unwilling to think for himself but demanding that someone else proves every datum to him instead.

Now, that's not possible. It isn't possible to prove that a business owner will USE the advice you give him. It isn't possible to prove he will BENEFIT from your advice... simply because that would require him to TAKE it and ADHERE to it.

One cannot prove everything in this world. It's easy enough to prove the existence of a physical piece of material, such as a table.

But try proving that it's a GOOD table or USEFUL one...

It's all down to opinions at that level and you simply cannot prove an opinion to someone who opposes that opinion.

I'm sure you've experienced prospective clients that have a bad case of "prove it to me!"

You can't.

The right thing to do is... don't go there.

Don't ever get into a situation where you're made to prove the genuineness of your intention to help or the level of your expertise.

It's a no-win situation. The fact that someone DEMANDS such proof already proves he doesn't BELIEVE YOU. So, is he going to believe you when you start trying to DISPROVE his (hostile) claim that you're LYING?

Of course he isn't. In fact, the more eagerly you try to explain how you are NOT trying to cheat him, the more it convinces him of exactly the opposite.

"If he's not guilty then why does he defend himself so...?"

See? You can't win with a "prove it to me" -case because they're not listening.

They're not interested in being proven WRONG in having those suspicions and — quite frankly, HOSTILE — "gut reactions" toward you, see?

In any case, these things are something that a person can either see for himself or then not.

You know what I'm talking about. Just look at the person offering his services to you.

Does he seem to know what he is talking about? Is he giving new, exciting information in his presentation? Does he seem to know the problems you're having, has he understanding of your realities?

If yes, then he is your best choice. If no, then not. It's no more complicated than that... just listen to what he says and see whether or not it makes SENSE to you.

But a "prove it to me" -case doesn't have what it takes to make these adjudications. He doesn't think for himself... which makes it practically useless to waste your breath trying to prove something that's there to be seen.

There's no point in trying to prove your good intentions or skill to someone who refuses to believe his own eyes and who already thinks that you're just a crook trying to cheat!

Here's a little speech I use when someone tries to wedge me into proving the obvious:

"George, I understand that you are reluctant to believe your own eyes and see the evidence that's in front of you. Isn't it obvious that I can make a profit from out cooperation ONLY if you continue long enough on this service... and isn't it so that you would continue on it only if it delivers what I've promised?

"Why would I claim that my system delivers these benefits if it didn't?

"George, I think you KNOW it does and possibly that's why you are so reluctant to ADMIT it even to yourself... for if it WAS true that these results could be achieved then isn't it so that you would never forgive yourself for NOT EVEN TRYING...?

"Seeing how I trust my system enough to allow you to start with MINIMAL cost and commitment, don't you think it's worth your while to TRY it at least... after all, we're talking lunch money here and yet the possibility of achieving remarkable improvements of life-changing quality?"

Now, it's admittedly an ice-water-dip kind of an approach, but that's about the only hope you have of waking him up so he starts LOOKING at what's in front of him.

"But," you may ask, "isn't it so that every business owner WANTS his business to succeed and only looks for proof that this system will do so...?"

Well, that would be logical, wouldn't it.

Unfortunately, life isn't all that logical and people run on EMOTIONAL issues much more than we care to admit.

And so it is that not every business owner works for the success of his company. In fact, quite a few entrepreneurs work hard to achieve just the opposite; they're on their way out, they're on their way to perdition, doing their best to jump into a bottomless pit and be done with it.

They may not be AWARE of it, though.

It is always hidden under strong fixed ideas of the kind explained here... fixed ideas that, if used in evaluating ANYTHING THAT COULD HELP THEM will always result in a negative decision.

Their swan song has lyrics along these lines:

"It's not possible..." "...he couldn't prove that it works..." and "I really tried my best but there was nothing I could do..."

And these justifications start well before the end of their business activity. Well before. These are easy to recognise because of the same logic of justifying how something CANNOT be done, always looking for the one thing that "proves that it wouldn't have worked anyhow..."

What you look for you will find in the end. The easiest way out is to disbelieve everything and force others to prove it... which isn't possible.

So you may want to try to wake him up. If you do, then do it with direct-enough talk so he can't just bury it under social niceties. That's the only way you could help him.

But to be honest, only about one in ten will have the greatness required to stop and realise the self-destructiveness of their thinking. It has evolved to that during many years of disappointments and failures. Those "hard-nosed businessmen" aren't really tough at all... they're merely hopeless, bitter and hurtful... but not good at what they do, no matter what appearances they put up.

Try by all means. But do it for yourself, do it because you want to ensure that you've done your best to help him.

But a lot of people cannot BE helped, really.

You can't help someone who's not willing to help himself.

And it's pointless to try getting anyone to ADMIT to such thinking. The further down on the road to perdition he is, the more vehemently he will deny having any such intention.

All right, that's the ATTITUDE or fixed idea behind "prove it to me" -thinking.

But in marketing, there's an additional mountain to climb when it comes to assessing (and tolerating) risks.

That's because marketing and sales work under very different set of rules from finances in terms of risks.


Risk-free marketing can only be achieved through accepting some risk

There IS a thing called "risk-free marketing."

But it's not something you could achieve DIRECTLY and without any risk. It's more of an END RESULT of having taken SOME well-chosen smaller risks.

Once you HAVE a system to obtain new clients at affordable cost (and with a fast repayment of investment), then that's free of risk, of course. If it works and produces new clients predictably, then there is no risk to speak of, naturally.

But no Accounting firm HAS such a functioning marketing system from the onset. It's something that has to be obtained and tried until it produces the expected results.

And you'll never get one unless you're willing to take some risks.

In marketing, you HAVE to take SOME risk to start with if you ever hope to get any results.

There's no way to find the level of certainty required in client acquisition without spending some time and money in TRYING.

After all, it's your firm and your future. Only YOU can be responsible for obtaining new clients for your firm. No-one can do it for you so that there's absolutely no risk for you.

It's just not possible. And it's useless to search for a solution that would have no risk and yet guarantee new clients.

You can TRY, of course... and you may well FIND some solution provider who, in his desperation to get a sale, PROMISES to take that responsibility.

But deep inside, you KNOW it's not going to work out, don't you?

Let me give you an example of my own marketing system for Accounting firms.

Now, despite the fact that this web site contains more than 50 in-depth articles about the subject of marketing Accounting services — which hopefully show that I know something about it — and despite that it's obvious that IF I can give so much new information for FREE then the course I'm selling MUST contain something exceptional... despite all these, I get an occasional enquiry asking me to PROVE that there's absolutely NO RISK whatsoever in buying this course.

Well, I try to explain that the only risk is the cost of Part 1 (that we sell at less than half price just to make the risk practically nonexistent) and that the ONLY WAY he can find out whether this course suits him is to GET Part 1 so he can see it for himself.

I further explain that since he has the FULL RIGHT TO TERMINATE his course subscription at any time (and as I sell the first part at less than half price) then it's easy to deduct that it would not be worth my while to DO SO unless the course itself was of high quality and usability for my clients.

I really only start earning any income if and when my client CONTINUES his course subscription beyond Part 1 and, since I'm still here, it's obvious that most do. And they do so ONLY because they think it's value for money.

But, of course, it all falls on deaf ears.

These people have long since stopped listening because they've fallen prey to this shutdown mechanism of "there can't be any risk in anything... and unless they can prove there isn't, then there is."

Well, with all due respect to these occasional enquiries, I have to say that I'm not INTERESTED in trying to eliminate every last bit of risk from this marketing system.


See. When you started your practice, did someone guarantee that you'll make it?

Did someone say "Here, I take all the risks for your firm and, if you make it work, you then get all the profits?"

Obviously not.

And, had someone DONE that, you would probably have FAILED!

Yes, you would not have made it because you would not have TRIED HARD ENOUGH.

Necessity is the mother of invention... and to make it in business, you have to get very inventive very fast or else, you won't BE in business much longer.

But take away the element of necessity and you'll see what happens. Very little, compared to having that necessity, right?

Can you see how I wouldn't be making you any favours if I tried to take away every little bit of risk from this system?

It would not only be counterproductive but also a lie. There's no way anyone CAN bear the responsibility for someone else's business.

But what I can promise you is this:

Order your Modern Accountancy Marketing & Sales Course today and you will learn how to get new clients comfortably and with affordable cost. This is the tested and proven way to get to the level where client acquisition is risk-free.

The initial risk you'll be taking here is comparable to the cost of a Sunday lunch. And don't tell me that's too high a risk for someone of your caliber!

CLICK HERE to read an introduction to Modern Accountancy Marketing & Sales Course!


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?

Copyright & Legal Disclaimer | Privacy Statement | About HDK Consultants