COMPETENCES OF PROFESSIONAL SERVICES SUPPLIER AS MARKETING OBJECT OF PROFESSIONAL SERVICES

Abstract

Having highlighted the specifics of professional services we will identify the components of value for a client and the criterions permitting to assess a value creation potential of a professional services supplier. They will reveal the importance of competences and trust assessing professional services provider.

The goal of professional services marketing is to assist for potential client select a professional services supplier, i.e. to assist client recognizing the supplier potential for value creation. The requirement to look more closely at the supplier – the interaction partner – than as the product (the professional service) comes from the essence of professional services: the high interplay level between service supplier and client, customization and a relationship component are typical of the professional services. The potential of value creation reveals the competences of individual and organizational level and trust in a service supplier. The competences, capabilities and resources are required for the value creation. Marketing as the instrument to reveal and highlight competences of professional services supplier and to create trust. Thus, competences of professional services supplier become the object of the professional services marketing.