Effective marketing for professional services.

In many professions, the idea of marketing has traditionally been not only foreign but distasteful. After all, what doctor, lawyer, architect, or consultant worth his or her salt would even need to go out hustling business? While this view still holds considerable weight in many people's minds, it is gradually receding before the forces of economic reality. As more professions become overcrowded, competition for customers is sharpening. How should professionals go about drawing favorable attention to themselves? By first recognizing the special problems they face in marketing their services, argues the author. Among the obstacles he identifies are buyer uncertainty about obtaining professional services, the difficulties of distinguishing among firms, and the immeasurable benefits of advertising. Among his suggestions are that providers of these services concentrate on educating prospective customers about the opportunities and limitations of the services, team up with others who have desirable experience, and do marketing research to identify and then cater to customer desires.