Once you understand how important you are in niching a professional service you understand better why our marketing strategies are so important in conveying just the right tone and message. Strategies such as cold calling give off messages of desperation and begging instead of developing a sense of respect for your capabilities and presence. And not the least important difference between developing a professional service niche and one related to tangible products is that your professional service doesn't go on sale. If you are a surgeon, you don't give volume discounts for appendectomies and cut-rate prices if business is slow. At least not if you want to grow a serious business.
People buy other people they perceive to be already successful.
Begging through cold calls and slashing prices rarely conveys a tone of self-confidence and success. No fire-sales needed. Your reputation speaks for itself. That's called being niched.