The Trusted Advisor

The Trusted Advisor – David H. Maister

In professional services such as consulting, law, accounting, financial advice and marketing, technical expertise is essential, but it is rarely enough. The most valued professionals are those whom clients trust, turning to them not only for specific tasks but for advice on their most important problems. In The Trusted Advisor, David H. Maister, Charles H. Green and Robert M. Galford explain how professionals can earn and keep that trust.

The authors argue that trust is built through relationships and is driven by four components, which they express in the trust equation: credibility, reliability and intimacy, divided by self-orientation. Credibility relates to what we say, reliability to what we do, and intimacy to how safe clients feel sharing concerns with us. Self-orientation, the degree to which advisers focus on themselves rather than the client, undermines trust.

The book describes the stages of trust development, from engaging the client’s interest and listening carefully to framing the real issue, envisioning an alternative reality and committing to action. It offers practical advice on listening, asking good questions, handling difficult conversations, giving advice in a way clients can accept, and managing the relationship over time. The authors also discuss the attitudes and character traits that distinguish trusted advisors, such as genuine curiosity, a focus on the client rather than on selling, and a willingness to take personal risks in relationships.

Insightful and practical, The Trusted Advisor has become a classic for consultants, lawyers, accountants, salespeople and anyone whose success depends on client relationships.