Soft Skills for the Professional Services Industry

CHAPTER 7Marketing

THE MOST IMPORTANT TASK of a successful professional is marketing. This is even more true if they work in a solo practice because in this case, they are not only responsible for providing the services, but also for acquiring new potential clients as well as retaining existing clients. In a partnership or in larger entities, there is usually a division of labor, which means that there are only a few professionals – sometimes only one – who are able to acquire and retain new clients. The employees of such companies are aware of the significant importance of these individuals for the success of the company. Any professional, no matter how qualified, can only validate their qualifications if clients express their trust in the business and demand the services offered.

The high importance of marketing and sales for the success of a company might be a bothersome necessity for many professionals. Those who enjoyed an academic education prior to their professional examinations may still remember fellow students who focused on marketing during their studies instead of issues related to accounting, auditing, and tax law. This group of people differed significantly from the group of prospective professionals. At times, there was definitely a negative attitude towards students who had chosen marketing instead of accounting, auditing, and taxation as their focus. I experienced this firsthand. My majors were marketing, human resources, and psychology. This probably makes ...