It is often entertaining to see how this manifests itself with clients. One can not ask (and certainly not beg - which was entertaining to witness), nor expect it. The right is earned over time.
A few things to consider as you are developing your "Trusted Advisor" sales program:
1. Are your people intelligent and insightful about the market and their customers?
2. Can they talk about the customer's business without selling all the time?
3. Can they put the client's needs ahead of their own?
4. How well do they listen, and ask insightful questions?
5. Are they likable, and trustworthy?
6. Are your campaigns and people consistent, or opportunistic?
There is a great deal that goes into a "Trusted Advisor" and the program, the people, and the organization need to support long term customer value. To get there, you must has a passion for your client's goals.