From these papers it can be seen that the professional service business is a very complex one with many angles which need to be throughly thought out. Marketing of professional services is now quite acceptable, but there are many unofficial rules by which the markdting strategy mtst be carried out to be successful and to be acceptable to the clients, such as the legality of the marketing practices, overcoming buyer uncertainty of unknown firms, the need to project experience in the field, and projecting an image of caring for the client and their needs.
The whole point of being in business is to make a profit, and many customers, while welcome, are not profitable to be in business with, while other less welcome clients may be very profitable partners, and it is necessary to distinguish between the two. In taking on a client, it is necessary to be aware of all the difficulties which may arise during the relationship, and which may make it difficult to deliver the promised services. It is necessary to know the current market, and the market trends, to foresee upcoming changes, to detect a switch in focus in the industry, so that you are not delivering to the client a service that is already outdated, or soon to be replaced by an upcoming technology change or consolidation trend in their particular industry. The work done by a professional service firm has to be able to withstand the test of the marketplace and of time, short-term at least, if it is to benefit the client and enhance the reputation of the PSF.
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