What is a Trusted Advisor in sales?
A trusted advisor is a sales professional who establishes credible commercial relationships with clients. Clients call on them for help and strategy and their position is escalted from “seller” to trusted advisor.
There are various levels of relationships that we can have with customers. It’s important to note that they aren’t ‘good’ or ‘bad’ – they can all be amazing. For example, you may have a beautiful transactional relationship with Amazon, yet you have probably never spoken to anyone from there. Sometimes that’s what we need as buyers.
Understanding the current status of our customer relationship is key to our ability to move it closer to where we feel it should be. We can’t be business partners to all our customers but we must be able to identify where this is possible.
There’s a book called The Trusted Advisor which describes the psychology and ideas needed to escalate your client relationships from “seller” to Trusted Advisor. It contains the type of practical advice designed to establish and maintain credibility and trust in working relationships.