The red cardboard sign advertising granite countertops at a huge discount was tacked to a telephone pole on a two-lane road not far from my house.

I’ve never bought a countertop — or anything else — from someone who advertises on telephone poles. I wouldn’t invest in a big-ticket item like a granite countertop based on low price alone.

I’d contact a reputable company to talk with someone who could give me advice along with the product and services I need. And I’d look for someone who would stand behind the product should anything go wrong.

Still, consumers get bombarded with lots of home-improvement advertising messages in newspapers and magazines; over the TV, radio and Internet; and on telephone poles and yard signs. Whom should they trust to give them reliable advice and installation services? Why not you?

Recently I interviewed Ron Hazelton for our “Ask the Bath & Kitchen Pro” column. After the interview, which appears on page 6, Hazelton shared his thoughts on what he sees as the changing role of the contractor.

As the home-improvement editor of “Good Morning, America” and with a background in marketing, Hazelton sees an opportunity for bath-and-kitchen professionals such as you to be consultants for consumers. He mentioned that the dictionary defines the word “professional” in these terms.

He’s right. I looked it up. A professional is “an expert player, as of golf or tennis, serving as a teacher, consultant, performer or contestant; pro,” according to one of the definitions at Dictionary.com.

“Some consumers feel pushed around or adrift. They ask themselves, ‘What should I consider here from all the information I receive?’” Hazelton told me. “If I were a plumbing contractor and wanted to position myself as a consultant, I’d tell customers, ‘I’d like you to be informed.’ People could demand that type of service.

“A professional is someone with whom customers can have the sort of relationship where they can get advice and counsel. It’s almost like being a doctor.”

Most of you already advise your customers on what products are reliable and even how or where they should be installed in a bathroom or kitchen project. Hazelton is talking about marketing your consultative services to consumers as a distinct part of your company to complement your other products and services.

Our conversation reminded me of another I had almost six years ago with business consultant Randy Tuminello. He said contractors in the near future would be at the top of the list of companies rating high on integrity.

About 20% of his clients were contractors who were working on the “soft side” of their businesses to build trust and loyalty among their customers. They were making a determined effort to improve their communication with customers and make contacts with them a positive experience.

These contractors were finding a direct link between profitability and trust. They were getting repeat business from a loyal customer base as they acquired new contracts.

With your direct access to customers and your technical competencies, you’re in a great position to become your customers’ consultant as well as their contractor. As a bath-and-kitchen professional, make sure you’re offering all the services your customers require.