legal sanity

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I recently read a pair of interesting posts by Michelle Golden and Charles H. Green outlining why they object to the use of the terms “trust” and “trusted advisor” in professional firm marketing materials.

Green - who co-authored the terrific book, The Trusted Advisor, and runs seminars on the same subject – got the discussion rolling by remarking that professionals shouldn’t affirmatively proclaim their status as, or intent to be, trusted advisors to clients. Why? Because trust is “an outcome, not a come-on.” Echoing Green’s suggestion that it’s really up to clients to pronounce us trust-worthy, Golden adds that “trusted advisor” is used so often in promotional channels that “it’s now cliché.”

Green and Golden make valid points. But, I have a slightly different take.

Trust has become a key concept - and key word - in the service professions for very good reasons. We live in a world where people often don’t live up to their promises. Most legal disputes, in essence, concern a breakdown in trust. So, as professionals, we need to be vigilant about the role of trust in legal matters and be sensitive to not setting up false client expectations of our services.

That said, if we’re sincere and determined in our desire to foster trust-based client connections (really, the only kind of client connections there should be), there’s nothing wrong with letting the world in on our authentic intention. People seeking legal counsel – most likely operating under a trust deficit  - will only benefit from our candor about placing a premium on trust.

To be sure, we don’t need to use the words “trust” or “trusted advisor” to convey our offerings (although I see nothing wrong with using them). There’s lots of ways to let clients and prospects know that we’re committed to cultivating trust-filled, meaningful and mutually beneficial relationships with them.

Regardless of the words we choose to state our commitment to trust, as Golden and Green suggest, this can’t be an empty promise. We have to team our public words with consistent, professional and personal action. As the very cliché phrase goes: We need to walk our talk.