Some tips on becoming a trusted advisor
In this post we briefly touch on the need for changing your mindset and behaviour towards clients to increase your chances of being invited ‘into the tent’ as a trusted advisor.
Trusted Advisor?
Any salesperson can build great rapport with their clients. However, that is not the same as being able to discuss strategy and work together– effectively being given a seat at the client’s table. Instead of being just another vendor, you’re considered a strategic partner that the client sees as an asset to reach their goals.
As a trusted advisor you get to be involved in more strategic client decisions. Rather than being told what they want and where they are heading, a trusted advisor will get to discuss what a client is doing before the decision has been made, to hear/influence new ideas first, and to help the client make informed and useful decisions relating to your field of expertise.
Why the need for change?
Democratisation of information has forever changed the buying process - The Internet and Social media has made information available everywhere, be it technical information, product comparisons or pricing. Clients are more technically savvy and purchasing power has indeed shifted in their favour.
Selling has changed – Business leaders are looking for partners who are focused on helping them achieve their business outcomes. Pushing product on the basis of lowest price or technical features that may or may not be related to solving the client’s business problems, is no longer sufficient.
Clients are looking for consultative approaches and trusted advisors – Relationships based on trust that is built on solid technical skills, but with a focus on helping understand their specific challenges and exploring various options to resolving them.
How do we need to change?
Re-focusing our client relationships – We need to proactively and consistently focus our client engagements with a goal to moving from Service-based to Trust-based relationships.
Developing our people – We need to help our technical experts and sales people to develop or enhance their consulting skills and broader personal attributes in the pursuit of becoming a ‘Trusted Advisor’ to their clients.
What are the types of client relationships?
Client relationships can typically be generally classified into 4 types:
Service based - Often at the outset of a relationship where the client views the advisor as a product vendor or technical specialist performing one-off tasks.
Needs based - Here the client comes to realise that the individual providing advice possesses skills and capabilities beyond the original technical role for which they were originally engaged. The client starts to view the individual as a reliable person and problem solver of more in-depth issues.
Relationship based – At this stage of the relationship the client views the advisor as having the ability to put issues into an organisational context, provides perspective and highlights client-specific issues along with options to resolve them, plus new ideas.
Trust based – As a ‘Trusted Advisor’ the client readily turns to them when events first arise, be that in times of opportunity or in crises and not necessarily limited to purely professional matters. This is often the most time consuming level of all relationships as interactions are not based on transactions with an immediate payoff, but over time are the most rewarding.
Client relationship types and Characteristic behaviours
What does a ‘trusted advisor’ look like?
Clients typically ask for them by name
They are often sought for advice on matters beyond their area of direct expertise
They maintain relationships beyond the technical engagement
Often sought out for speaking engagements, contribution to articles, or special projects
Often quite different in their approach
What are the benefits in developing your people into trusted advisors?
Building deeper client relationships
Providing more considered and complete solutions for clients
Accelerating business development
Job satisfaction through ‘making a real difference’
Creating competitive advantage (technical skills and prices can be matched or even beaten, but it takes a long time to build deep levels of trust)
How do you go about becoming a ‘Trusted Advisor’?
A shift in behaviour is required – An investment in time and energy is needed to understand your client’s business model, the problems they face or opportunities lost.
Build trust - By helping clients to explore and evaluate the merits of various solution options it helps to establish a key ingredient in any relationship, trust.
Be proactive and show a genuine interest in the client – Talk regularly with people from all areas of your client’s business and listen closely in order to gather first hand qualitative feedback on what’s working well and where opportunities might exist for improvement.
‘Walk the talk’ and invest in yourself - Shift your frame of reference to that of a ‘trusted advisor’ and start building on your client relationships by:
Going first – the person you are influencing must perceive that you are willing to be the first one to make an investment in the relationship, in order to earn and deserve the relationship
See each client as unique - Listen for what’s different, not for what’s familiar – when talking with clients consider what makes them different from others. Use questions that demonstrate your genuine interest in their specific issues, concerns and needs.
Confirm your client is seeking your help - Be sure your advice is being sought by the client. Develop the soft skills and behaviour patterns that ensure you provide affirmation, support, approval and appreciation along with your advice.
Earn the right to offer advice – Empathise with the client to understand their situation, how they feel about it and how it personally affects them, convince the client that you understand the situation, key drivers and the impact on both the organisation and them as a person.
Practice active listening - Ask a lot of questions, use open questions they can’t simply answer with a yes/no, then avoid all distractions, let the client speak and listen carefully.
Say what you mean – Be clear in what you say and never assume that the other person is a mind reader. Ask questions to confirm you have communicated things clearly and the client has not only heard what you said, but also understands what you meant.
Ask the client for help - When you need help, ask for it – be humble – if you try to portray the image that you have all the answers it’s likely to blow up in your face as being seen to be arrogant. It’s ok to tell a client you don’t know, but intend to investigate it.
Be genuine - Show an interest in the person – keep them talking about themselves, learn as much as possible about the person.
Show appreciation – expressing appropriate appreciation goes a long way in cementing a relationship. Everyone is pressed for time, so express gratitude your client chose to spend some of it with you.
We trust the above provides inspiration.
