Your clients probably aren’t experts in branded merch, but you are. This means you have an opportunity to step into the role of advisor. You can not only recommend merch but offer fresh insights and thinking that your clients will come to rely on.
In a post on the Vantage Partners blog, Michael Kalikow explains that becoming a trusted advisor is much more than just having a good relationship with a client. It’s going beyond solution selling to build real trust. And according to Kalikow, this kind of trust comes down to 3 core dimensions: competence, character and consistency. In this issue of PromoPro Daily, we share Kalikow’s thoughts on how these 3 dimensions can help you grow into a trusted advisor for your clients.
Demonstrate competence. This is the first step in becoming a trusted resource. It means showing that you’re good at what you do and that you know what you’re talking about. In sales, this means showing you understand the industry — both branded merch and the client’s industry. Kalikow says it’s important to push your thinking beyond your own offerings to see the bigger picture of what’s going on with your clients and their business concerns. The broader your competence, the more credibility you will have.
Demonstrate character. Be honest and provide the full picture to your clients. Don’t leave out critical information just because they don’t want to hear it. You should also put your clients’ interests first, Kalikow says. They understand how you make your living, but to be seen as a trusted advisor, your clients need to know you’re not putting your own interests ahead of their interests. This doesn’t mean abandoning your self-interest, he points out, but rather impartially walking clients through the pros and cons of various choices as objectively as possible.
Be consistent. According to Kalikow, this comes down to showing up for your clients and being reliable. Follow through on your commitments and make the extra effort to be available and responsive on the client’s schedule. He says it also means consistently embodying the other characteristics of a trusted advisor (competence and character) and demonstrating them regularly to your clients.
Becoming a trusted advisor is about earning trust through competence, character and consistency. It requires thinking not just about the sale but about your clients’ best interests. When you can do this, your clients will begin to value your perspective and seek you out when they’re planning campaigns or initiatives.
Compiled by Audrey Sellers
Source: Michael Kalikow is an executive coach and consultant who contributes to the Vantage Partners blog.
