The words 'trusted adviser' are perhaps the most over-used in the professional services market.
Firms, and their consultants, throw the word around like confetti at a wedding, as if it is the holy grail of client-adviser relationship.
Kim Arnold hits the nail on the head in her latest blog. Simply bombarding clients with white papers, articles, cross-selling programmes and seminar programmes won't cut it.
Achieving a 'trusted adviser' position takes time, hard work, and understanding.
And even then, it can as quickly fall away if a firm fails to live up to the expectations set by such a relationship.
So many businesses these days talk about being ‘trusted advisors’, with very little concept of what that actually means. In way too many instances, it seems more about hitting clients over the head with white papers, cross-selling initiatives and coffee requests and less about adding real value. In my experience, becoming a trusted advisor takes time and effort.