The trusted advisor

There are certain words and terms in our business language that have sadly become overused and in some cases, lost their original meaning. Trusted advisor is one of those terms. When customers or potential customers hear it they often think marketing speak instead of something more meaningful as it was once intended. The term, however, still carries lots of weight and meaning. It speaks to the outcome we desire with customer relationships rather than a sales gimmick to close the deal. It’s earned over time and often doesn’t necessarily involve transactions. If you think about the most meaningful business engagements you’ve been involved with, it’s likely they stem from relationships you’ve developed over the years that have been grounded and cultivated in trust. You know that you’re are a trusted advisor to someone when they want your advice on important decisions. “Earning trust is not easy, nor is it cheap, nor does it happen quickly. Earning trust is hard and demanding work. Trust comes only with genuine effort, never with a lick and a promise.” Max DePree.


What would you change today to ensure you are focused on building greater trust with your customer?

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