Ahhh - the infamous "trusted advisor" theory. It's my personal bête noire!
One word - SALES COMP. (oops that's 1.5)
Example - I am a copier salesperson (I was for years) & I have a customer that wants to buy a copier.
Copier A is a new model, all the bells & whistles & latest tech. BTW - I make a pretty healthy commission on it.
Copier B is last years model - it's a good machine & does everything...but in addition to commission I make an additional $1000 SPIFF on it.
Which copier does a "trusted advisor" pitch?
My take? Any pitch for "B" is immediately suspect...even if it IS in the customer's best interest.
Every argument I make about how Copier B is the better "deal" for the customer is automatically COLORED by the fact I make more money.
Let's agree that everything I say is true. It's cheaper. Maybe the color IS great. Maybe it's is pretty fast. Maybe it is a perfectly acceptable solution. But WHY am I pitching it...for you or for me?
There's nothing wrong with pitching A over B because A pays me more than B...that's business..but...
Ask yourself - if you knew your doctor got a $3000 SPIFF for prescribing one particular drug over another, would she still be your "trusted advisor?"