Trusted Advisor, Blog #4: Be Useful Between the Milestones
When I started in Sales Engineering, I thought trust was built during the big milestones: The discovery call. The technical demo. The proof of concept.
Those were the moments that mattered—or so I thought.
But the longer I stayed in the role, the more I realized: Trust is built between the milestones, not just during them.
It’s the small check-ins. The unexpected help. The times you show up even when you’re not expected to.
Milestones Get You Noticed. The In-Between Gets You Remembered.
Anyone can be present when a deal is on the table. Trusted advisors stay present even when it’s quiet.
They:
Offer a second opinion when a client is evaluating something new.
Share resources that genuinely help—even if no active opportunity is tied to them.
Jump in to remove small blockers without being asked.
These small moments add up. Over time, they create a different kind of relationship—one based on partnership, not transactions.
What Being "Useful" Really Looks Like
Being useful doesn’t mean spamming clients with updates or pestering them every week. It’s about relevant, thoughtful touchpoints.
Here’s what’s worked for me:
Context drops: Sharing a quick article or stat tied to a client’s goals.
Introductions: Connecting clients with peers or partners who can help them succeed.
Light touch check-ins: Sending a short, personal note with no agenda—just staying connected.
The best touchpoints feel natural, not forced. They’re about the client’s success, not your sales quota.
Consistency > Grand Gestures
Trust isn’t built through grand heroic saves. It’s built through small, consistent actions that show you’re paying attention and that you care.
If you’re the person they think of before the RFP drops—before the project hits a wall—you’ve already won.
Why This Matters for Your Career, Not Just Your Deals
When you show up consistently over time, you become more than a vendor. You become a go-to advisor—someone clients refer, invite into new projects, and pull into strategic conversations.
It’s not just about winning this deal. It’s about earning a relationship that opens doors for years.
🚀 Coming Up Next…
In Blog #5 of the Trusted Advisor series, I’ll share why bringing clarity—not more complexity— is one of the greatest gifts you can offer your clients, and how simplifying the conversation builds even deeper trust.
