What Clients Really Buy From You

The Maister Standard

"Believe passionately in what you do, and never knowingly compromise your standards and values. Act like a true professional, aiming for true excellence, and the money will follow."

The choice between transactional vendor and trusted advisor isn't just about revenue—it's about the kind of career you build and the professional you become.

About David Maister

David is widely recognized as the world's leading authority on the management of professional service firms. A former Harvard Business School professor, he spent decades consulting to law firms, consulting companies, accounting firms, and other professional partnerships across six continents before his retirement.

David is the author of several landmark books including Managing the Professional Service Firm, True Professionalism, and The Trusted Advisor (co-authored with Charles Green and Robert Galford). His work has fundamentally shaped how professional services firms understand their economics, culture, and client relationships.

Course Overview

In a marketplace where technical skills are increasingly commoditized, how do you create lasting value and command premium relationships?

This course addresses that fundamental challenge. You'll discover why technical competence is just the starting point—and what truly differentiates exceptional professionals from competent ones.

David Maister's landmark insight—that "while goods are consumed, services are experienced"—forms the foundation of this course. Clients aren't just buying solutions; they're buying peace of mind and the security of working with someone genuinely invested in their success.

Key Learning Outcomes

Master the Client Experience Framework

• Distinguish between technical delivery (price of admission) and real care (competitive advantage)
• Identify moments where anticipatory service creates value

Implement the Relationship Mindset

• Practice win-win approaches that create mutual value
• Understand clients' businesses beyond the immediate project

Build Trust Systematically

• Execute daily practices that compound into trusted advisor status
• Demonstrate genuine interest through proactive communication

Navigate Cross-Selling Authentically

• Listen for real needs rather than pitching capabilities
• Make trustworthy referrals—even to competitors—when appropriate

Turn Setbacks Into Strengths

• Apply Maister's three-step recovery framework
• Practice transparency that rebuilds trust

Why This Course Matters

Your technical credentials open doors. Your relationship skills determine how far you advance.

Maister's research proves that when multiple providers offer similar expertise, clients choose partners based on trust, responsiveness, and demonstrated commitment to their success—not technical capabilities alone.

• Relationship excellence has become the primary competitive advantage
• Deepening existing relationships is more profitable than constantly acquiring new clients
• The professionals who thrive understand that today's care creates tomorrow's opportunities

When you apply Maister's principles, clients experience something increasingly rare: a professional partner who anticipates needs, invests time understanding their business, provides candid advice, and recovers from setbacks with honesty and action.

"What you do with your billable time determines your current income, but what you do with your non-billable time determines your future."

- David Maister

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