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When I say “trusted adviser,” what words come to mind? Relationship? Helpful advice? Strategic alliance? Consultant?

Do you believe you are a trusted adviser? Do your customers perceive you as a trusted adviser?

Before you begin this lesson, take a moment to list your current accounts in which you feel you’re a trusted adviser. List the people who rely on you and your trusted adviser status. How many are there?

When you complete this list, compare it with your entire customer base. Are you a trusted adviser to more than 20 percent of your customers? Take heart; most salespeople and managers are at less than 10 percent.

And let me clarify – trusted and trusted adviser are not the same, not even close. The status of being trusted is one small part of being or becoming a trusted adviser.

CONSIDER THIS: If you work for a great company, it is trusted. If your products are GREAT, they are trusted. The only variable is YOU.

Do you believe that you are a trusted adviser to your customers? I hope you do. But a bigger question is: What do your customers believe?

It’s not what YOU think you are. Rather, it’s where do the customers place you in their mind? How do they see you? How do they talk about you? How much do they trust you?

Here are the levels of competence you can rise to as a salesperson:

Salesperson. Consultant. Adviser. Strategic adviser. Trusted adviser. Trusted adviser and resource.

NOTE WELL: These are not titles. They’re roles you play, and positions that customers regard you as holding. If your card says “consultant,” that doesn’t mean you are one. The proof of title is that the customer PERCEIVES you as one.

The customer’s perception of you is your reality.

The biggest questions to ask yourself are: What am I doing to ensure my status of trusted adviser in the mind of the customer? What can I do to improve my relationship to earn and keep the status?

These elements also raise the question: Am I doing my BEST for ALL my customers, ALL the time?

Understand that becoming a trusted adviser is much more than just having a great relationship. Trusting is just the beginning.

What are the elements of a trusted adviser?

• Trusted advisers are value providers, not suppliers or vendors.

• Trusted advisers concentrate on business building – not just business seeking – on behalf of the customer.

• Trusted advisers are considered friends by their customers.

• Trusted advisers are liked, believed, respected and trusted.

• Trusted advisers are valuable information providers.

• Trusted advisers are able to combine trust and valuable information.

• Trusted advisers understand the situations their customers are in, and they’re willing to risk being right.

• Trusted advisers are empowered by their customers to act, and they’re willing to take action.

• Trusted advisers help customers profit, not just save money.

• Trusted advisers figure out a way to get more face time.

• Trusted advisers make decisions based on the relationship, not the quarter, or the quota.

• Trusted advisers are always invited in.

A trusted adviser displays professionalism, friendliness, competence, product knowledge and expertise.

Trusted advisers keep competitors at bay. And they bridge the gap between a satisfied customer and a loyal customer.

I have prepared a trusted adviser test. To see where you score, go to www.gitomer.com, register if you’re a first-time user, and enter the words DROP IN in the GitBit box.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2007 Jeffrey H. Gitomer