What is a Trusted Advisor?

We use the term trusted advisor to describe the role that the agent or VAR should play to the owner of a SMB. We make it seem so easy to become this trusted partner about communications and research to the business owner.

The trusted advisor has to go beyond that

The trusted advisor has to go beyond that, which means that the opening line shouldn’t be about savings. Why not? It’s like bait-and-switch. I’m going to save you money AND choose the best innovation solution for your business. It rarely works that way. As we have seen, VoIP (Voice over Internet Protocol) as POTS replacement is a cost savings, however unified communications broadly speaking costs more – yet it as a rule does more as then. Do you want TV – or do you want HBO?

Your opening may be about productivity, efficiency, ROI or TCO. In multi-location businesses, a case could be made to save money on efficiency and eliminate a job or two, nevertheless that would be a special business case. A story about a similar business and what you did for them – along with a testimonial – would be helpful, and might build trust.

You have to position yourself as the expert. One way to do in other words with recommendations, referrals, and testimonials. Another way is by asking probing questions that get to the heart of the matter – in such a case, communications, research, apps.

In selling UC or cloud, people have to buy YOU first, at that time trust the vendor you are proposing. If that vendor isn’t so then known, like AT&T, Apple or Google, all the prospect has is your word. Building up that trusted advisor role will be the key to your success.