In today’s fast-paced networked economy, professionals must work harder than ever to maintain and improve their business skills and knowledge. But technical mastery of one’s discipline is not enough, assert professional advisors David H. Maister, Charles H. Green, and Robert M. Galford. The key to professional success, they argue, is the ability to earn the trust and confidence of clients.
In this 20th anniversary edition, Maister, Green, and Galford enrich our understanding of today’s society and illustrate how to be effective communicators in a digital world. Using their model of “the trust equation” they dissect the rational and emotional components of trustworthiness. With precision and clarity, they detail five distinct steps you must take to create a trust-based relationship. Each step—engage, listen, frame, envision, and commit—is richly described in distinct chapters.
This immensely accessible book offers “an invaluable road map to all those who seek to develop truly special relationships with their clients” (Carl Stern, CEO, Boston Consulting Group). The authors weave together anecdotes, experience, and examples of both their own and others’ successes and mistakes to great effect. The Trusted Advisor is essential reading for anyone who must advise, negotiate, or manage complex relationships with others.
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About the Author
Robert M. Galford is a Managing Partner of the Center for Leading Organizations, where he works with senior executives at the intersection of strategy, organization, and leadership. In addition to The Trusted Advisor, Rob has coauthored three books: The Trusted Leader; Your Leadership Legacy; and Simple Sabotage, and has been a frequent contributor to the Harvard Business Review, HBR.org, and numerous other business publications. His educational background includes Liceo Segre, Turin, Italy, a BA in Economics and Italian Literature from Haverford College, an MBA from Harvard Business School and a JD from Georgetown University Law Center.
Charles H. Green is a speaker and executive educator focused on trust in complex businesses and professional services firms. Charlie is founder and Chairman of Trusted Advisor Associates. In addition to The Trusted Advisor, Charlie wrote Trust-Based Selling, and coauthored The Trusted Advisor Fieldbook. He is a graduate of Columbia and of the Harvard Business School. He spent the first twenty years of his career with The MAC Group and its successor, Gemini Consulting. Charlie lives in Boca Raton, Florida.
Table of Contents
Foreword to the 20th Anniversary Edition xi
How to Use This Book xxv
Part 1 Perspectives on Trust 1
1 A Sneak Preview 3
What would be the benefits if your clients trusted you more? What are the primary characteristics of a trusted advisor?
2 What Is a Trusted Advisor? 7
What do great trusted admisors all seem to do?
3 Earning Trust 23
What are the dynamics of trusting and being trusted?
4 How to Give Advice 35
How do you ensure your advice is listened to?
5 The Rules of Relationship Building 49
What are the principles of building strong relationships?
6 The Importance of Mindsets 65
What attitudes must you have to be effective?
7 Sincerity or Technique? 79
Do you really have to care for those you advise?
Part 2 The Structure of Trust Building 91
8 The Trust Equation 93
What are the four key components that determine the extent of trust?
9 The Development of Trust 117
What are the five stages of trust-building?
10 Engagement 125
How do you get clients to initiate discussions with you?
11 The Art of Listening 135
How can you improve your listening skills?
12 Framing the Issue 145
How can you help clients look at their issues in afresh way?
13 Envisioning an Alternate Reality 155
How can you help clients clarify what they're really after?
14 Commitment 161
How do you ensure clients are willing to do what it takes to solve their problems?
Part 3 Putting Trust to Work 171
15 What's So Hard About All This? 173
Why are truly trust-based relationships so scarce?
16 Differing Client Types 193
How do you deal with clients of differing types?
17 The Role of Trust in Business Development: Getting Hired 207
How do you create trust at the outset of a relationship?
18 Building Trust on the Current Assignment 219
How can you conduct your assignment in a way that adds to trust?
19 Re-earning Trust Outside of a Current Assignment 227
How can you build trust when you're not working on an assignment?
20 The Case of Cross-Selling 235
Why is cross-selling so hard, and what can be done about it?
21 The Quick-Impact List to Earn Trust 249
What are the key things you should do first?
Appendix: A Compilation of Our Lists 259
A comprehensive summary and list of concepts, insights, tips, and tactics.
Notes and References 281