The Trusted Advisor in Inter-Firm Interpersonal Relationships

Abstract

This study investigates the trusted advisor in the context of relationships that form between salespeople and inter-firm relationship partners. Fieldwork indicates that salespeople who evolve their role to that of a trusted advisor provide inter-firm relationship partners with information that is characterized on seven dimensions, and they form and activate a decision support network that is described on four dimensions. Findings also highlight the reciprocal process-related way that a trusted advisor–partner relationship forms, how a trusted advisor contributes to the process of value creation for the firm and the customer, and the conditions in which the service activities of a trusted advisor are needed.

KEYWORDS:

• inter-firm relationship marketing
• salespeople
• services
• trusted advisor