The Trouble With Being a "Trusted Advisor"

Rural sales people are known to use every other word under the sun to describe their core role.

"Trusted advisor" is often one of those.

But there is a problem.

Says who?

And there's another problem:

That framing says more about you (the seller), than them (the customer).

Having ambitions to be a trusted advisor can be a dangerous territory because the language you use signals you may be more concerned with your own behaviour and perception, rather than those of your client.

Put more simply or truthfully: it's all about you and less about them.

And when that happens I can bet you're more likely to want to show off your technical prowess or 7 year degree.

You also run the risk of being that all-talking, all-dominating, show up n' throw up feature creature.

It sadly often afflicts agronomists, farm consultants, agri bank advisors and veterinarians who like the sound of their own voice too much.

A bit like doctors with a lack of patient empathy or bedside manner. The ones that don't listen and want to rush you out of their practice as soon as they can.

All that technical quotient (TQ) counts for nothing if you don't have emotional quotient (EQ) because strengths can be weaknesses.

In 25 years of working in this industry I've yet to hear a farmer or rural re-seller say: "She/he is my 'trusted advisor'".

Instead, I prefer it when I hear them say these simple but powerful words:

"I trust them".

Farmers don't want to be talked down to or made to feel less superior just because they might not have the same number of letters behind their name.

Like any human they want to be seen, heard and understood.

If you're too busy focussing on how you become a trusted advisor you're missing the point.

Your job is to focus on your customer, not on yourself.

And your behaviour and intent will always matter much more than your title.

Integrity is important too but let me be clear: it's not a differentiator.

Your farmer and re-sellers already expect you to have integrity by not selling them something if you can't solve their specific problem.

Integrity alone is not enough to differentiate you. It's only one part of the farmer's value equation.

So how do you get a farmer or re-seller to trust you?

Simple.

You do the basics brilliantly: ??

• qualify and clarify if you can in fact help them
• if not refer them to someone who can ?focus on serving their needs rather than your own ?provide them with all the information they need to make an accurate and informed decision
• capture the?value you could create in the conversation
• put them at ease and make them feels safe and comfortable in your company by being non-assumptive
• ask really good questions that really get to the heart of matter and make them think (they will thank you for this)
• mitigate any perceived risk for them ?make it easy for them to make the right decision even if it means a no for you
• focus on them specifically rather than deal in generalities ?plan and prepare for all conversations thoroughly
• be purposeful, persistent, polite and professional always be everything the others aren't

Sales is often made to be so complicated when it doesn't need to be.

Focus on the human side of selling by serving before selling.

A lack of trust adds a lot of cost to both parties.

Ultimately trust comes down to character.

Being a better person makes you a better sales person.

Be that person.

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I'm on a mission to help rural sales professionals get the results and respect they deserve - and make more sales in the process. I do this by teaching and training rural sales teams and their managers rare and valuable psychological skills that elevate their levels of confidence and conviction so they can take greater command and control of their sales conversations.

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