Have you ever had an awkward moment greeting a client, where the unspoken question for both of you was, “Should we hug?” While this question might seem silly (or even unprofessional) on the surface, don’t bail on me just yet. I think it actually gets to the heart of some important trust-related issues. Over the years I’ve discovered four simple guidelines that help me sort out the right answer.

I was leading a working session for an account team the other week. A question came up that often does when consultants are struggling with a particularly challenging client: Does an aspiring trusted advisor ever walk away from a client relationship? I thought I had a pretty good answer. Then someone in the group chimed in with an even better one.

“Early and ugly” is what a prized client once said he wanted from his consulting firm.

The client delivered this pearl of wisdom a long time ago to Wayne Simmons, a career consultant who was then the managing partner of an award-winning boutique consulting firm.

If you’ve been a regular reader for a while, you know about the connection between trust-building and personal risk-taking: they are inextricably intertwined. But do you know how you rate in terms of three essential types of personal risks to take in your client relationships?

Most Weekly Tips readers know that your expertise is not enough to reach the levels of success you desire; your clients’ experience of you matters, too. What you might not realize is just how much it matters—backed by a study reported in Harvard Business Review (HBR) that I recently reconnected with and that provides fascinating insight.

My client and I had a phone call the other day that started with considerable stress for us both and ended with a hearty laugh and a big lesson learned that I’m pretty sure can benefit us all.