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.