Charles H. Green

The Trusted Advisor

Building your business through superior client relationships based on trust.

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Biography

The single greatest factor driving effective client relationships, including sales effectiveness, is the level of trust in the relationship. Charles H. Green is a superb speaker and advisor on building trust, confidence and superior relationships with your clients.

Charlie is the author of three books on trust-based client relationships:

The Trusted Advisor (David Maister and Rob Galford, coauthors) is the management resource for attorneys, consultants, and other client-facing professionals.

His second book, Trust-Based Selling, based partly on an intensive series of engagements with Intel Corporation, explains how his signature approach improves long-term sales performance.

Charlie’s most recent book on trust is a guide titled The Trusted Advisor Fieldbook, A Comprehensive Toolkit for Leading with Trust. With coauthor Andrea P. Howe, this book delivers everyday tools, exercises, resources, and actionable to-do lists for the wide range of situations a trusted advisor inevitably encounters. The Fieldbook is the Gold Medal winner of the 5th Annual Axiom Business Book Awards for Business Ethics.

"When The Trusted Advisor published in 2000, I called it a brilliant and practical book. The Trusted Advisor Fieldbook is even more practical — and instructive — on how to develop trustworthiness, both in yourself and your organization."
— Tom Peters, coauthor of In Search of Excellence

Charlie has also worked with many of the world's largest financial institutions and technology companies—any organisation offering complex services to other professionals.

Charlie’s presentations are rich with real examples, current business event analysis, and practical tools for building trust. A fine speaker and pragmatic educator, he has a comfortable, authentic style and customises his sessions for his audiences—from shorter speaking engagements to one- to two-day seminars.

Charlie Green has taught in executive education programs for several business schools. He was with the MAC Group and its successor, Gemini Consulting, for 20 years, where his roles included strategy consulting (in Europe and the United States), Vice President of Planning, and other leadership positions. He is the founder of Trusted Advisor Associates.

How Trustworthy Are You?

Take The Trusted Advisor’s Trust Quotient Assessment quiz.

Read the analysis of over 12,000 responses to the quiz.

Credentials

  • Author, The Trusted Advisor Fieldbook, The Trusted Advisor and Trust-Based Selling
  • B.A., Philosophy, Columbia College
  • M.B.A., Harvard Business School
  • Published articles in Harvard Business Review, Directorship Magazine, American Lawyer, Commercial Lending Review; contributing editor at RainToday.com
  • Taught in executive education programs, Kellogg Graduate School of Business, Northwestern University; Columbia University Graduate School of Business

Books

The Trusted Advisor Fieldbook

A Comprehensive Toolkit for Leading with Trust

Charles H. Green and Andrea P. Howe

Gold Medal winner of the 5th Annual Axiom Business Book Awards for Business Ethics

A practical guide to being a trusted advisor for leaders in any industry

In this hands-on addition to the popular book The Trusted Advisor, you'll find answers to pervasive questions about trust and leadership — such as how to develop business with trust, nurture trust-based relationships, build and run a trustworthy organization, and develop your trust skill set. This pragmatic workbook delivers everyday tools, exercises, resources, and actionable to-do lists for the wide range of situations a trusted advisor inevitably encounters. The authors speak in concrete terms about how to dramatically improve your results in sales, relationship management, and organizational performance.

Your success as a leader will always be based on the degree to which you are trusted by your stakeholders. Each chapter offers specific ways to train your thinking and your habits in order to earn the trust that is necessary to be influential, successful, and known as someone who makes a difference.

  • Self-administered worksheets and coaching questions provide immediate insights into your current business challenges

  • Real-life examples demonstrate proven ways to "walk the talk"

  • Quizzes test your readiness to apply what you have learned

  • Action plans bridge the gap between insights and outcomes

Put the knowledge and practices in this fieldbook to work, and you'll be someone who earns trust quickly, consistently, and sustainably — in business and in life.

John Wiley & Sons (16 Dec 2011)

Praise

"When The Trusted Advisor published in 2000, I called it a brilliant and practical book. The Trusted Advisor Fieldbook is even more practical — and instructive — on how to develop trustworthiness, both in yourself and your organization."
— Tom Peters, coauthor of In Search of Excellence

"Leaders and aspiring leaders understand the central importance of trust-based relationships. The Trusted Advisor Fieldbook is a practical guide for leaders at all levels in building and maintaining relationships with clients and colleagues. Success requires this critical asset."
— Jim Quigley, former CEO of Deloitte Touche Tohmatsu Limited 

"This is an extensive and in-depth collection of practical tools and exercises that will help anyone improve his or her ability to earn trust. A major contribution."
— David Maister, coauthor of The Trusted Advisor

"This book is a really valuable resource for anyone who needs to sharpen their trust-building skills — and who doesn't? It's packed with practical tools and ideas."
— Matt Nixon, VP Organisation Effectiveness, Royal Dutch Shell 

"Everyone talks about being a 'trusted advisor,' but few people have real science behind it. Green and Howe have got experience, data, and perspective; they don't shy from the really difficult tasks in client relationships. We have found them to bring practical, tactical expertise to the ideas already developed in The Trusted Advisor and Trust-Based Selling."
— Mark Hawn, Managing Partner, Accenture

Trust-Based Selling

Charles H. Green

Trust-based relationships are the most powerful in business — yet trust is at an all-time low. Too many companies see “customer focus” as just another tool to increase competitive advantage. But customers don’t trust those who use them as means to their own ends. Ironically, the path to highest profitability lies in truly caring about customers, as opposed to treating them as just sources of profit. Trust-Based Selling describes this path.

Trust is the single biggest motivator of buyer behavior: buyers will buy from sellers who put the buyer’s interests ahead of their own. Trust-based Selling explains how to apply this principle to the sales process. The object, writes Charles H. Green, is to build the relationship, not get the sale. Focus on transactions alone kills relationships and thus undermines the long-term profitability that a trust-based relationship offers. This isn’t a new sales process, but a specific set of values, beliefs and approaches with emimently practical application. Nor is this a new idea — successful individual sales people have built their success on trust all along. What’s new in this book is a comprehensive approach to applying trust to virtually all aspects of sales in a way that can transform, not just individual sales people into better performers, but the whole organization into a tranformatively profitable presence in the market.

McGraw-Hill Professional (1 Jan 2006)

Praise

"Charles Green will tell you he's not a salesperson. So how has he written a book brimming with such practical selling wisdom? The answer lies in his long history as advisor to some of the best consulting firms in the world. He has distilled this experience and applied it to sales. I learned a lot from this book."
— Neil Rackham

"Charles Green can be trusted-and so can his book. Trust is something that is earned, not just given. If you want to earn the trust of your customers, I suggest you read this book and heed its wisdom."
— Jeffrey Gitomer

The Trusted Advisor

Charles H. Green

In today's fast-paced networked economy, professionals must work harder than ever to maintain and improve their business skills and knowledge. But technical mastery of your discipline is not enough, assert world-renowned professional advisors David H. Maister, Charles H. Green, and Robert M. Galford. The key to professional success, they argue, is the ability to earn the trust and confidence of clients. The creation of trust is what earns the right to influence clients; trust is also at the root of client satisfaction and loyalty. The workings of trust are even more critical in the new economy than in the old.

Maister, Green, and Galford enrich our understanding of trust — yet they have also written a deeply practical book. Using their model of "The Trust Equation," they dissect the rational and emotional components of trustworthiness. With precision and clarity, they detail five distinct steps you must take to create a trust-based relationship. Each step — engage, listen, frame, envision, and commit — is richly described in distinct chapters. The book is peppered with pragmatic "top ten" lists aimed at improving advisors' effectiveness that can be put to use instantly. It also includes a trust self-diagnostic in the appendix.

This immensely readable book will be welcomed by the inexperienced advisor and the most seasoned expert alike. The authors use anecdotes, experiences, and examples — successes and mistakes, their own and others' — to great effect. Though they use the professional services advisor/client paradigm throughout the book, their prescriptions have resonance for other trust-reliant situations — selling, customer relationship management, and internal staff functions like HR and information technology.

The result is a tour de force — brilliant, penetrating, unique. It is essential reading for anyone who must advise, negotiate, or manage complex relationships with others.

Free Press; New edition edition (2 Jan 2002)
Simon & Schuster Ltd (6 Nov 2000)

Praise

"This [The Trusted Advisor] is a major contribution to the consulting profession, a richly illustrated and humanistic look at what differentiates a truly great advisor from a good one. This book will be valuable reading for the novice and experienced professional alike."
— John Lynch, Chairman and CEO, Towers Perrin 

"The Trusted Advisor will be invaluable to all professionals, young and old. Anyone who earns his or her living by giving advice should read this book."
— Professor John Quelch, Dean of the London Business School 

"The Trusted Advisor is a masterful work with valuable examples, constructs, and recommendations that I plan to have my entire staff read. Maister, Green, and Galford should be lauded for sharing their wealth of experience and advice on this critical topic."
— David C. Munn, President & CEO, Information Technology Services Marketing Association

Topics

Charlier tailors each presentation to the needs of his audience and is not limited to the topics we have listed below. These are subjects that have proven valuable to customers in the past and are meant only to suggest his range and interests. Please ask us about any subject that interests you; we are sure that we can accommodate you.

Building Trust, Confidence and Superior Client Relationships

The principle: people greatly prefer to buy what they need from those who understand what they want and whom they trust. Trust works.

The mystery: if trust works—why are so many companies untrustworthy?

Trust-based Selling

Trust-based relationships are the most powerful in business — yet trust is at an all-time low. Too many companies see “customer focus” as just another tool to increase competitive advantage. But customers don’t trust those who use them as a means to their own ends. Ironically, the path to highest profitability lies in truly caring about customers, rather than treating them as just a source of profit. This presentation explains how and why Trust-based Selling works.

Trust is the single biggest motivator of buyer behavior: buyers will buy from sellers who put the buyer’s interests ahead of their own. The object is to build the relationship, not get the sale. Focus on transactions alone damages relationships and thus undermines the long-term profitability that a trust-based relationship offers. This isn’t a new sales process, but a specific set of values, beliefs and approaches with eminently practical application. Nor is this a new idea — successful individual sales people have built their success on trust all along. What’s new in this presentation is a comprehensive approach to all aspects of sales that can transform, not just individual sales people into better performers, but the whole organisation into a profitable — even transformational — presence in the market.

Videos

The Trust Equation

Feedback

The Vice President of Marketing at a national bank:
Charlie did his homework. He took the time to understand our company — our corporate philosophy and our business goals. The result was a spot-on presentation to senior colleagues that was both relevant and riveting.

A major financial consulting firm:
Charlie understands how people and organisations work — a pretty rare combination. He is terrifically engaging and very wise.

A global professional services firm:
Charlie's style is a rare blend of point of view, humor, theory and practice. He's a thinker with high energy, pushing an audience to reflect and challenge what they currently do.

A healthcare group:
The presentation went very well. He has a warm, open presentation style that was very appealing, and an interesting point of view. I really enjoyed hearing him speak.

A major consulting firm:
Charlie was great! Everyone thought his talk was beneficial, inspiring and entertaining (which is what we were going after). We were also glad that he was there to mingle with the attendees at our other events as well as meet with a couple small groups. That was very much appreciated.