The aim is to examine the perceptions of small business entrepreneurs regarding the efficacy of external business advisers in delivering sustainable strategic and operational guidance. Design/methodology/approach The research is interpretivist, exploring the narratives of SME owner/managers in manufacturing. Five in depth interviews were carried out, revealing a range of decision stories about the use of external business advisers. Research limitations/implications A small scale study, it would be worthwhile to examine the perceptions of additional entrepreneurs to business advisers, in order to compare research findings. Findings Whilst there was some scepticism towards the use of advisers in certain situations, the research revealed that levels of trust, relationship building and the credibility of the consultant are substantial factors in determining whether the engagement is successful or not. Practical implications Policy regarding advice to small businesses should be framed in terms of the local context of the firm and its owner, rather than on broad and generalisable systems of business knowledge. Time and effort is required in order to build a sustainable relationship between advisers and owners and it is recommended particular attention is paid to the process. Social implications The research suggests that potentially, industrial policy regarding current delivery of small business advice requires readjustments towards more of a relationship focus.