David H. Maister is “the world’s leading authority on the management of professional service firms,” according to his bio in The Trusted Advisor. Maybe so. His two coauthors, Green and Galford, have some pretty slick credentials too (see their bio’s below).

Their theme in this book is that technical mastery of one’s discipline is not enough to develop strong, lasting relationships with clients. Also required is “the ability to work with clients in such a way as to earn their trust and gain their confidence.” The authors have produced a terrific book on how to do that.

The book is organized around three basic skills: earning trust, giving advice effectively, and building relationships.

One key to earning clients’ trust is believing in them – not believing that they’re all wonderful people necessarily, but:

• Having a willingness to focus on them with a blend of curiosity and equanimity

• Listening to them without prejudice and without presupposing an answer or solution

• Appreciating and supporting their strengths, and

• Helping them compensate for their weaknesses.

Earning prospective clients’ trust requires answering their questions directly and truthfully, even if it means losing a chance at their business.

Giving good advice well
When giving advice, it’s not enough to be correct. An advisor’s job is to make sure the client follows the advice (complies), so that the client (a) can achieve their goal or solve their problem, and (b) will be delighted with your advice because it achieved good results.

Clients may not comply because you convey and reinforce the advice ineffectively. Non-compliance is never the client’s fault – it’s yours. This book helps you give advice effectively.

Many advisors have a tendency to assume all clients are alike, and to treat one as they treat all others. This is “dangerous,” say the authors. You must tailor your conversation to a client’s personality and business style. The authors present nine “difficult client types,” with sample dialog to demonstrate the right way and the wrong way to behave with them.

David H. Maister has been advising professional firms on strategic and managerial issues for two decades. His practice spans North America, Western Europe, and other parts of the world. He is the author of nine books, including Managing the Professional Service Firm (1993) and True Professionalism (1997). Website: www.davidmaister.com.

Charles H. Green is a business strategy consultant to the professional services industry. He is the president of Trusted Advisor Associates (www.trustedadvisor.com).

Robert M. Galford is a managing partner of the Center for Executive Development in Cambridge, MA. He formerly practiced law with the firm Curtis, Mallet-Prevost, Colt & Mosle in New York and Washington.

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