Mar 04

The sales trusted advisor, how to offer advice

Posted by Caroline Longstaffe at Tuesday, March 04, 2014

As a trusted advisor your client wants your opinion and advice. To provide honest, impartial counsel which is also well received is often difficult. Most people don’t want to be told what they are doing wrong, nor what you think they should do about it. Continuing to look at 'The Trusted Advisor' by David H Maister, Charles H Green & Robert M Galford here are some ideas about providing advice as your client's trusted advisor.

Provide help

When people ask for advice they are looking for help. Try to understand the issues at stake, maybe reputations and promotion opportunities. Don't only suggest ways to improve, it implies things are being done wrong and won't be welcomed. The trick is to understand the politics of the situation, to be sensitive to individual personalities and to be tactful.

Provide reassurance

Your client wants you to remove their concerns and provide support and confidence. As their advisor, by default, the risk is that you appear arrogant, something your client will resent. Your role is to diffuse any defensiveness by showing that you are trying to help not criticize.

Create a dialogue, a conversation

To show that you sincerely what to provide helpful advice try to create a dialogue. This requires sensitivity and a careful use of words, replacing: 'You should do X' with something like: 'Let's explore the possibilities together.' When you make a suggestion, invite a contribution: ‘This is what I am thinking, what about you?’. Keep the conversation alive, replacing questions such as 'what are your problems?' with: 'What areas do you think need improvement?' Try to turn assertions into questions.


Create the right atmosphere

Think for a moment about a classroom instructor. Often they will ask the class whether they have understood, but they rarely get an honest response. This is because they have created an atmosphere where to respond is to admit weakness. To create the right atmosphere and get the desired response a better question would be: 'Have I made myself clear?' or 'Shall we stay on this point or move to the next?' This avoids individuals admitting confusion but the instructor clarifies comprehension!

Socratic Reasoning

For advice to be accepted, and be really effective two skills are essential:
(i) The ability to ask good questions and listen
You need a clear grasp of where your client is starting from; their view of the situation, what they believe, what they are currently doing and why. Asking the right questions and being an attentive listener will achieve this and help determine what messages the client is ready for.
(ii) The ability to develop a reasoning process
Next a step-by-step reasoning process is needed to influence understanding. This helps your solutions to now resonate but allows the client to feel they made the decision. This is Socratic reasoning and it requires patience and practice to perfect.

The client as the decision maker

Your goal is to always to help the client feel that they have made the decision for themselves. You can make them aware of all the options, explore all the pros and cons and suggest recommendations, but let the client make the final decision. When confronted with a group and several individuals’ perspectives thorough prior research is essential, together with a concise summary of what has been achieved.
There is a never a one-size fits all solution. The essence of providing advice is to design a process to fit each situation and to be flexible in your consulting style. 

What have your experiences taught you and what suggestions do you have? We are always interested to learn from you.

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