Reflecting on my experience reading David H. Maister’s, “The Trusted Advisor”, co-authored by Charles H. Green, and Robert M. Galford, I’m taken back to 2019 during a trip from Manila to Baguio City, in the Philippines. The journey, a long five-hour bus ride ending with a twisty last half-hour, left its physical mark on my copy of the book through the intense notes and highlights I made:
The insights I gained from this read were pivotal in understanding how I was able to build strong relationships with some customers and why it was harder with others. For any consultant dealing with clients today, or anyone giving advice for a living, this book is a must-read. Here are the key takeaways that stood out to me:
1. Trust is Personal and Takes Effort
The book makes it clear that while a company’s good name might get you noticed, it’s the personal connection that keeps you in the game. I recall a time when a client, who worked with many suppliers, trusted me enough to let me lead a meeting on his behalf. This moment highlighted the importance of building a personal connection with your clients.
2. Focus on Them, Not You
One of the book’s key points is the ‘trustworthiness equation’, which talks about things like how believable you are, how reliable, how well you connect on a personal level, and how much you focus on yourself. The part about focusing on yourself really hit home for me. It’s about always putting the client’s needs first, rather than talking about what you or your company can do.
3. Listen to What They’re Really Saying
Listening isn’t just about hearing the words; it’s about making the other person feel understood. Sharing a time when a client preferred working with me because I “just get it,” I learned the importance of truly engaging with what clients are saying, both the logical and emotional parts.
4. Own Up, Don’t Make Excuses
Instead of making excuses for why things went wrong, the book advises to openly acknowledge and take responsibility. This approach has helped me move away from the easy route of blaming circumstances and towards a more mature way of handling challenges.
5. Be Like Columbo
Taking inspiration from the TV detective Columbo, the book suggests being unassuming and focusing on the client’s needs over showcasing your own brilliance. This approach has helped me realize the importance of keeping a low profile to make clients feel at ease and more open.
Conclusion
“The Trusted Advisor” is packed with practical advice for anyone in the consulting or advisory business. Its lessons on building trust, putting clients first, active listening, accountability, and humility have been invaluable to me, especially now in my sales role. I’ve found myself returning to this book multiple times, drawing new insights with each read.
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