Help your consultants become trusted advisors

The foundation of a truly scalable agency begins with empowering consultants to become trusted advisors — not just service providers. This step goes beyond technical delivery; it’s about cultivating relationships where consultants guide clients toward better decisions and measurable success. When your consultants embody this mindset, every client interaction becomes an opportunity to build trust, deepen collaboration, and unlock long-term growth.

This blog post is inspired by Sampo Hämäläinen and Lauri Eloranta, who have been using the concept to propel multiple agencies to growth tracks. First at Futurice, then as founders of Columbia Road and Vuono Group.

The Goose that Laid the Golden Eggs

Client: 'We have a major implementation project on the horizon, and we're really struggling to determine the best combination of competencies to have in the team."

Consultant (out of curiosity): "Sounds interesting. I was in a similar spot in my previous project. Perhaps I could have a look at where you’ve gotten so far?"

Client: "That’d be so kind of you. Let me start by explaining our reasoning…"

Did you notice what just happened? That was a discussion that could probably be worth tens or hundreds of thousands, and it just… happened. Contrary to salespeople, consultants are perceived as experts. If a consultant shares their opinion, they’re often listened to. How did the consultant in question manage to get into this position, and how can you replicate this, because it might be you’ve just witnessed the Midas touch.

The Trusted Advisor

The art of consulting extends far beyond technical delivery. Many agencies underestimate the importance of coaching consultants to think strategically and act empathetically — traits that distinguish true advisors from project executors. Developing this skill set helps transform client engagements from transactional projects into lasting partnerships built on trust and shared outcomes.

"Many agencies and consultancies focus too little on coaching their people to really become great consultants - not just masters in technical delivery."

What comes next is consulting 101 advice yet it should not be overlooked. The Trusted Advisor is a book your old-school consulting manager at McKinsey will make you read during onboarding - and for a good reason. It lays out the principles of how consultants can create trust and become their clients' trusted advisors. This sets the stage for a win-win situation, where your client is satisfied with your services, and you can look forward to a long and mutually beneficial future with them.

Summary of the key contents of The Trusted Advisor

Being a trusted advisor is about four components:

• Credibility
• Reliability
• Intimacy
• Low self-orientation

A consultant should be credible and reliable, and the intimacy of the relationship between them and the client should be high. Additionally, consultants should practice low self-orientation and always put the focus on the client.

Let's start with credibility. This is not about having the most up-to-date technical certificates (although it plays a part), but you should be able to deliver what you promise. Luckily, you can create credibility also by being reliable. Reliability is about being dependable. If you show up every day and contribute, that’s already a lot, but the consistency of the results that you deliver play an important role here.

While consultants must be credible and reliable, the human touch is crucial. Building intimacy with clients involves professionalism, friendliness, genuine laughter, and, most importantly, active listening. Remember the saying: 'You have two ears and only one mouth.' Consulting is not just about technical delivery; it's also about nurturing relationships, managing expectations, and truly grasping the client's needs, including the unspoken ones.

"Consulting is not just about technical delivery; it's also about nurturing relationships, managing expectations, and truly grasping the client's needs."

Lastly, emphasize a low level of self-orientation. Always prioritize the client over yourself. Strive to genuinely understand the client's concerns and objectives – and do it for their benefit, not your own. If you consistently focus on self-promotion and personal gain, you won't be seen as a trusted advisor.

Sometimes, mistakes happen, and that's okay. In fact, enduring client relationships often emerge from challenging situations. How you navigate the relationship during difficulties determines whether it evolves into a successful long-term partnership. Always be honest about errors, take responsibility when necessary, and make the necessary corrections.

Growth happens when the whole company puts the focus on the clients

Sustainable growth happens when every individual in your agency — from junior consultants to leadership — keeps the client’s success at the center. Encouraging consultants to act as trusted partners drives both retention and referrals, fueling organic expansion. While this step may not directly involve sales, it sets the stage for it. Exceptional delivery builds reputation, trust, and recurring opportunities — the true engine of consultancy growth.

This was the first part in the series. Next, we’ll focus on how to consistently discover these big implementation projects at your clients, how to communicate about the opportunities internally, and predict your future workload to lead your consulting operation with more than just gut feeling. The next text focuses on account management.

FAQ's

What makes a consultant a trusted advisor?

A trusted advisor is a consultant who combines expertise with empathy, helping clients make smarter business decisions. They go beyond project execution — building credibility, reliability, and emotional connection through consistent value delivery and active listening.

FAQ 2: How can agencies train consultants to become trusted advisors?

Agencies can train consultants to become trusted advisors by focusing on soft skills such as communication, strategic thinking, and empathy. Encourage consultants to understand client challenges deeply, provide proactive solutions, and prioritize client outcomes over personal recognition.