Good suppliers provide guidance and expertise, not merely products or services. The trusted supplier understands your needs—sometimes better than you do—offers honest advice about what is appropriate, and helps you navigate choices in domains where they have expertise. As a customer, value this advisory function and seek suppliers who provide it.
When suppliers recommend against purchase or suggest alternatives, recognize this as service, not lost sale. As a supplier, embrace the advisory role: your expertise should serve customer needs, not just generate sales. Guide customers toward appropriate choices; warn against poor options; educate about the domain. Building trust for advisory role requires demonstrating repeatedly that your advice serves customer interest rather than your immediate transaction interest. The supplier who occasionally recommends against purchase builds trust that makes all recommendations more valuable.
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