CBI 196 2024
Trusted advisors differ from other types of experts, consultants or advisors, on two dimensions:
Depth of personal relationship
A trusted advisor has a strong and personal relationship with their clients. Not just a transactional one, but a truly personal one. And not just for the short-term, but for the long-haul.
Breadth of business issues
A trusted advisor is more a generalist and jack-of-all-trades than a specialist. While of course not capable of answering every client question, they help their clients with a broad set of business issues.
Along these two dimensions, we can distinguish four types, or levels of Client-Advisor Relationships
Level 1️ Subject Matter or Process Expert
This is typically where you start, as an expert in a particular subject matter or process. At this level you mainly serve as a vendor, performing a specific task or one-off service.
Level 2️ Subject Matter Expert Plus Affiliated Field
Compared to the first level, you have broadened your expertise into one or more adjacent areas and are able to help the client with issues beyond solely technical issues.
Level 3️ Valuable Resource
You are consulted on broad and strategic issues, both related to and beyond your specific expertise. You are seen as valuable resource who also provides advice proactively.
Level 4️ Trusted Advisor
The highest level where the client trusts your ability to help them on a broad range of issues, typically the range of issues they face in their leadership position. The client turns to you first, whatever the issue.
So, a trusted advisor is someone having established a deep and long-lasting personal relationship with the client and able to help them with a broad range of issues and questions.
Source: The Trusted Advisor (2000) by Maister, Green & Galford
CBI 196 2024
