Getting Professionals to Plan: Pressures, Obstacles and Tactical Responses

Abstract

It has long been accepted that professional services gain their business on the basis of their own reputation or through client referral. It was almost an unspoken rule not to market their services, but in today's climate there is a need to break from this mould. In order to understand change in professional services, an in-depth survey was conducted covering 25 legal firms and 25 accountancy firms. This survey looked at three aspects: the pressure to conduct strategic marketing planning; the obstacles to such planning; and the tactical responses to these obstacles. The one-to-one interviewing method chosen brought forth genuine and sometimes surprisingly frank responses. The potential benefits of strategic marketing planning are examined, together with the difficulties of adopting such an initiative. The outcome of this research highlights a series of implications for theorists and practitioners, with suggestions of areas for further study.