How to Get Clients as a New CA Without Advertising (A Complete Practical Guide)

If you are a newly qualified Chartered Accountant and planning to start your own practice, one question will trouble you again and again – how will I get clients?

You may not have money for advertising. You may also feel uncomfortable promoting yourself. Many new CAs think that without ads, clients will never come.

The reality is very different.

Most CAs who have a strong and stable practice today did not grow because of advertising. They grew because people trusted them. Trust is the real currency in the CA profession.

This article explains, in very simple English, how you can get clients as a new CA without advertising, step by step. These methods are practical, ethical, and suitable for beginners.

First, Understand How Clients Choose a CA

Before learning methods, you must understand one basic thing.

Most clients choose a CA because:

• Someone they know recommended that CA
• They met the CA personally
• They felt comfortable while talking to the CA

Very few clients search for a CA through ads. Tax, GST, audit, and compliance work involves money and risk. People do not want to take chances. They want someone reliable and approachable.

So, your goal as a new CA is not to “sell”.
Your goal is to build trust and visibility.

Start With Your Existing Contacts (This Is Your Foundation)

Many new CAs ignore this step because they feel shy or awkward. This is the biggest mistake.

Who are your existing contacts?

• Family members
• Relatives
• Friends
• Neighbours
• Old classmates
• Articleship colleagues
• College connections

These people already know you. They already trust you as a person.

What should you do?

You do not need to ask for work directly. Just inform them clearly.

You can say something like:

“I have started my CA practice. I handle income tax, GST, and compliance work. If you or anyone you know needs help, you can share my contact.”

This is not advertising. This is basic communication.

Many first clients come from:

• A relative’s business
• A friend’s startup
• A neighbour’s tax problem

One conversation can change everything.

Be Very Clear About What Services You Offer

If you say, “I do everything,” people get confused.

As a new CA, you should start small and focused.

Good services to start with

• Income tax return filing
• GST registration and returns
• TDS returns
• Accounting for small businesses
• Compliance for proprietors and small companies

Why focusing helps

• You gain confidence faster
• You make fewer mistakes
• Clients understand what you do
• People remember you for a specific service

Once trust is built, the same client will give you audit work, advisory work, and referrals.

Approach Small Businesses the Right Way

Small business owners are the backbone of CA practice.

They always need help with:

• GST
• Income tax
• Notices
• Compliance deadlines

But they are scared of:

• High fees
• Complicated language
• Arrogant professionals

Where to find small business owners

• Local shops
• Medical stores
• Clinics
• Tuition centres
• Traders
• Small manufacturers
• Service providers

How to approach them

Do not start by selling your services.

Start by helping.

For example:

• Explain GST return deadlines
• Clarify common mistakes
• Help them understand notices
• Explain penalties in simple words

When you speak calmly and clearly, they feel relaxed. Slowly, they will ask you to handle their work.

Use Your Articleship Network Smartly

Your articleship period is not only for learning work. It is also for building relationships.

How articleship helps in getting clients

• Seniors may pass small clients to you
• Peers may share work during peak season
• Principals may recommend you for assignments

What you should do

• Stay connected with articleship friends
• Respect your seniors
• Never speak badly about your firm

Many new CAs get their first audit, GST, or return filing work through articleship contacts.

Give Value First, Fees Later

This principle builds strong long-term practice.

What “giving value” means

• Answer basic questions politely
• Explain notices without fear
• Guide clients on deadlines
• Share compliance reminders

When clients see that you are genuinely helping them, they trust you.

This does not mean working for free forever. It means:

• Build trust first
• Charge fairly once work starts

Clients are happy to pay when they feel supported.

Build Word of Mouth Deliberately

Word of mouth does not happen automatically. You have to earn it.

How to create word of mouth

• Deliver work on time
• Avoid mistakes
• Speak politely
• Explain things patiently
• Be available during stress

After completing work, you can gently say:

“If anyone you know needs CA help, you can share my number.”

Satisfied clients love to refer.

Be Visible Without Advertising

You do not need ads to be visible.

Simple ways to increase visibility

• Attend ICAI branch events
• Join local business groups
• Attend seminars and workshops
• Participate in professional meetings

People remember faces, not visiting cards.

When someone needs a CA, they remember:

“I met this CA at a seminar. He explained things nicely.”

Use Social Media in a Very Simple Way

You do not need fancy marketing or reels.

What to post

• Tax deadline reminders
• Simple GST tips
• Common mistakes to avoid
• Basic compliance updates

Why this works

People see your knowledge regularly.
When they need help, they message you directly.

Keep your posts:

• Simple
• Professional
• Honest

Do not promise savings or guaranteed refunds.

Build Relationships With Other Professionals

Many professionals already have clients but need CA support.

Professionals to connect with

• Lawyers
• Company secretaries
• Financial advisors
• Insurance agents
• Startup consultants

How this helps

• They refer clients to you
• You refer clients to them
• Everyone benefits

Always maintain ethics and transparency.

Pricing Matters – Do Not Undervalue Yourself

Many new CAs charge very low fees out of fear.

Low fees:

• Attract difficult clients
• Create dissatisfaction
• Reduce self-respect

Charge reasonably. Explain your work clearly. Good clients understand value.

Common Mistakes New CAs Make

Avoid these mistakes:

• Comparing yourself with senior CAs
• Expecting quick success
• Over-promising
• Ignoring small clients
• Losing patience

Practice grows slowly but steadily.

A Simple 90-Day Action Plan

Month 1

• Inform all close contacts
• Finalise core services
• Meet local businesses

Month 2

• Attend ICAI events
• Help small clients
• Stay connected with articleship peers

Month 3

• Ask satisfied clients for referrals
• Improve systems
• Focus on quality

Consistency is more important than speed.

Final Thoughts

You do not need advertising to build a CA practice. You need trust, patience, clarity, and consistency.

Clients do not look for a “famous” CA. They look for someone who listens, explains, and supports them.

If you become that CA, work will come naturally.

Start small. Stay honest. Think long-term. Your practice will grow step by step.