GTM Methodology
Trusted Advisor
Relationship-First. Long-Term Thinking. Authentic Helpfulness.
Based on David Maister's Trust Equation. Build trust through credibility, reliability, and intimacy—while keeping self-orientation low.
The Trust Equation (David Maister):
Trust = (Credibility + Reliability + Intimacy) / Self-Orientation
The denominator matters most. High self-orientation—focusing on your needs over theirs—destroys trust faster than anything else.
Trusted Advisors aren't trying to close. They're trying to help. The sales follow naturally when the relationship is genuine.
The Philosophy
The Trusted Advisor approach prioritizes long-term relationship over short-term transaction. Instead of optimizing for the close, you optimize for trust.
This works because business is built on relationships. When prospects trust you—really trust you—they bring you opportunities, introduce you to colleagues, and become advocates. The math favors patience.
The Trust Equation
Trust = (Credibility + Reliability + Intimacy) / Self-Orientation
- →Credibility. Your words are believed. Expertise + track record.
- →Reliability. Your actions are predictable. You do what you say.
- →Intimacy. They feel safe sharing real concerns with you.
- →Self-Orientation. How much you focus on yourself vs. them. (Lower is better.)
When to Use
Best For
- • Long sales cycles with multiple touchpoints
- • Strategic accounts you want to grow
- • Relationship-driven buyers
- • Complex, consultative sales
- • Building referral networks
Avoid When
- • Fast transactional sales
- • Prospects who just want the pitch
- • Time-pressured closing situations
- • You need results this quarter at all costs
The Prompts
Cold Email
Write a cold email using the Trusted Advisor methodology. Context: - Prospect: [NAME], [TITLE] at [COMPANY] - Their situation: [WHAT YOU KNOW ABOUT THEIR CHALLENGES] - My expertise: [Your relevant experience] - My product: [What you sell] - A genuine way to help: [VALUE YOU CAN PROVIDE REGARDLESS OF SALE] Trusted Advisor Style Rules: - Lead with genuine curiosity about their situation - Offer something helpful without expectation of return - Show credibility through specific experience, not claims - Demonstrate you've done your homework - Low self-orientation—focus on them, not you - No manipulation, just authentic helpfulness - Under 100 words. Warmth without wasting time. Tone: Helpful. Curious. Genuinely interested in their success.
Discovery Call Questions
Generate Trusted Advisor discovery questions. Context: - Prospect company: [COMPANY] - Their situation: [WHAT YOU KNOW] - My expertise: [YOUR RELEVANT EXPERIENCE] - My solution: [WHAT YOU OFFER] Trusted Advisor Discovery Approach: - Start by understanding their world, not qualifying - Ask questions you're genuinely curious about - Listen more than you talk - Share relevant experience when it helps them think - Focus on their success, not your sale - Build intimacy through appropriate vulnerability Generate 6 questions that: 1. Show genuine curiosity about their priorities 2. Explore how they think about the problem 3. Understand what success looks like to them personally 4. Surface unstated concerns or fears 5. Invite them to share challenges openly 6. Position you as a thinking partner, not a vendor
Objection Handling
Handle this objection using the Trusted Advisor methodology. The objection: [PASTE OBJECTION HERE] Context: - My product: [WHAT YOU SELL] - Our relationship so far: [CONTEXT] - Their real concern might be: [YOUR HYPOTHESIS] Trusted Advisor Response Framework: - Acknowledge and validate the concern genuinely - Don't defend—explore their thinking - Ask what would need to be true for them to feel confident - Share honest perspective, even if it means losing the deal - Prioritize long-term relationship over short-term win - If you're not the right fit, say so Generate a response that prioritizes trust over persuasion.
LinkedIn Message
Write a LinkedIn message using the Trusted Advisor methodology. Context: - Recipient: [NAME], [TITLE] - Something you genuinely appreciate: [THEIR WORK/POST/COMPANY] - A way you could help: [VALUE OFFER] - What you want: [Meeting, intro, feedback, etc.] Trusted Advisor LinkedIn Rules: - Lead with genuine appreciation or curiosity - Offer value without expectation - Be specific about why you reached out - Keep self-promotion minimal - Make it easy to say no - Under 60 words.
Relationship Follow-Up
Write a relationship-building follow-up using the Trusted Advisor methodology. Context: - Prospect: [NAME] at [COMPANY] - Last interaction: [WHAT YOU DISCUSSED] - Something relevant: [NEWS, ARTICLE, RESOURCE] - Your genuine thought: [WHY THIS MATTERS TO THEM] Trusted Advisor Follow-up Rules: - Share something valuable with no ask attached - Reference your previous conversation specifically - Show you remembered what matters to them - Build the relationship, not the pipeline - Don't ask for a meeting—earn the next conversation - Under 75 words.
Example Output
Subject: Thought of you when I saw this Sarah — Our conversation about scaling CS without adding headcount stuck with me. Just came across Gainsight's research on leading indicators of churn—thought it might be useful as you think through your approach. [Link] No agenda here. Just remembered you mentioned this was top of mind. Let me know if it sparks any questions. Happy to think through it with you. — Marcus