Proposition 2- Profcssionals nccd to be markcters.

In addition to thc nccd to markct profcssional scrviccs, thc

profcssional scrviccs providcr nccds to be a marketcr. It is not
incongrucnt to be a profcssional and at thc same time to build and
expand a profcssional scrviccs business. Since marketing is about
satisfying nccds of clients, professionals must by defini- tion be
marketers. Profcssionals must satisfy thc needs of exist- ing clicnts but
must also actively markct their scrvices to new and prospcctive clients.
Even professional services firms that are large cnough to hire
marketing expertise should not delégate thc marketing proccss or
rcjcct rcsponsibility for practice develop- ment. Evcryonc in a
professional scrvicc firm is a marketcr. All must work together to
provide a Service that satisfies thc client.

Proposition 3-The clicnt’s needs should always take prece- dcncc over
the profcssional’s nccds.

This is probably one of the most difficult propositions for pro-

fcssionals to acccpt. But remember that marketing is the sciencc of
exchangc; both partics must rcccive equity in the exchangc proccss.
The profcssional only obtains profitability as a result of offering a
satisfactory Service to thc clicnt. In other words, thc clicnt nccds to
rcccivc what he or she desires before the scrvicc