Would You Pass the Trusted Advisor Test?
The role of a trusted advisor is hallowed ground in rural sales. Many talk the talk, but few walk the walk. Becoming a trusted advisor isn’t an overnight achievement. You can’t just pop a magic pill and announce, “Hey everyone, I’m now a trusted advisor. You can trust me!”
Trust doesn’t work like that. It’s a highly sought-after currency that takes years to build and mere minutes to lose.
What Builds Trust
Every interaction—your reputation, actions, blogs, posts, talks, words, and promises—either builds or erodes trust. Buyers won’t work with someone they don’t trust. Your job as a rural sales professional is to start building that trust long before your prospect even meets you.
But here’s where most people get it wrong:
Being a trusted advisor isn’t about showing off how clever you are. It’s not about flexing your technical skills or knowledge.
The true trusted advisors—the top 1%—excel in Emotional Intelligence (EQ) as much as (if not more than) Intellectual Intelligence (IQ).
They show empathy. They listen with intention. They make their clients feel heard, safe, and understood, creating a space where deeper, more meaningful conversations can happen.
The Secret Skill of Trusted Advisors
Humans crave being heard and understood. Trusted advisors meet that need by summarizing and labeling their client’s feelings, not just their thoughts.
Why? Because feelings are what drive decisions.
When you can articulate how your client is feeling—better than they can—they’ll trust you. They’ll open up, and you’ll move the conversation from surface-level problems to the deeper, real issues that need solving.
It’s a simple yet powerful skill. And it works.
Reading the Unsaid
Being a trusted advisor isn’t just about listening to what your client says—it’s about hearing what they don’t say.
- Watch for incongruence in their body language.
- Pay attention to tone shifts.
- Ask questions that dig deeper, like:
“What do you think are the drivers behind this particular problem?”
But here’s the key: being a trusted advisor takes courage. It’s not about nodding along and agreeing with everything your client says. The best advisors have the confidence to challenge their clients constructively, offering honest advice even when it’s uncomfortable.
Why Honesty Matters
When you appease your clients, you’re not adding value. Don’t be that “yes” person.
A trusted advisor:
- Offers candid advice.
- Calls out flawed thinking constructively.
- Backs up their recommendations with research and evidence, not anecdotes.
Good clients will respect you for it.
The Benefits of Being a Trusted Advisor
When you operate as a trusted advisor, the rewards are undeniable:
- Clients will involve you earlier in their decisions.
- They’ll listen to you more.
- They’ll respect your input.
- They’ll return your calls and emails.
- They’ll pay their bills on time.
- They’ll refer you to their colleagues and friends.
And that’s just scratching the surface.
How to Prove You’re Thinking About Them
The biggest hallmark of a trusted advisor? Serving your client’s best interests, not your own. You need to demonstrate—not just tell—your clients that you’re actively thinking about them.
Here are some ways to show it:
- Go above and beyond. Do something unexpected, like sending them a book that’s relevant to their business.
- Share insights. Email them a useful article or a summary of their sector.
- Be proactive. Do a competitor review or create unique content tailored to their challenges.
- Provide “news they can use.” Share actionable, valuable insights regularly.
The Long Game
Trusted advisors play the long game. They understand that trust isn’t built in a single transaction—it’s built over a series of consistent, thoughtful actions.
The question is: would you pass the trusted advisor test?
If you want to stand out in rural sales, make trust your foundation. Go above and beyond. Serve your clients’ best interests first. Build relationships that last.
The effort will pay off. I promise.
