If you are an Account Manager or even a CSM you have to use every tool at your disposal to ensure that your customer knows all the values that we provide to them. There are not many that are more powerful than the Quarterly Business Reviews (QBRs). If they are done right, they can be pivotal in retaining and upselling a customer. 

So, don’t think of them as “just a routine check-in”. What they are is a strategic session that can strengthen client relationships and drive business growth.

Here’s my guide on conducting effective QBRs, based on personal experiences:

Do:

Prepare Thoroughly: To do a world-class QBR, always enter it with a clear agenda and clearly defined objectives. Before you prepare your PPT make sure you review the client’s usage data, support tickets, and any feedback they’ve provided since the last QBR. This way you will be on top of what was discussed and what the client’s expectations will be in addition to knowing their needs.

Focus on Value Delivered: Always use examples to highlight how your service has added value to their business. What have you done to help them and how are the questions to guide you. Ensure you use clear and specific metrics like increased efficiency, cost savings, or improved user engagement. Using tools like an ROI calculator that even the client can use is a great way to prove that you contributed heavily to their success. Make sure you use the metrics that are relevant and interesting for your client. This is not your QBR it is theirs so show them what they are getting from you.

Set Clear Goals: Always prepare for the next one, so make sure you discuss and agree on goals for the next quarter. Ask them what their strategy is and what they want to drive forward. Always use metrics that are specific, measurable, achievable, relevant, and time-bound (SMART). Setting goals collaboratively ensures not only that both parties are aligned but that you are also both working towards common objectives. 

Solicit Feedback: Think of a QBR as a two-way conversation. Make sure you encourage the clients to share their experiences, challenges, and suggestions. Remember every partnership is fluid and this is why you need to use this feedback to improve your service and better understand customers evolving needs.

Don’t: 

Avoid Surprises: Never bring up major issues for the first time in a QBR. If you waited for a QBR to do this and did not resolve it as it arose, you might be in big trouble for the rest of the session. Surprises can undermine trust and derail the meeting. Beyond that point, it is very hard to control where the conversation goes. 

Don’t Dominate the Conversation: Yes, it’s important to present your findings and insights, but if you are dominating the conversation, this can be counterproductive. Give your clients ample opportunity to speak and share their perspectives. Keep asking them questions on what trends they encountered and why they think the numbers are the way they are, this can also be a learning session for you about the client market & industry and help you prepare future QBRs even better. 

Avoid Being Overly Scripted: Of course, prepare well and extensively, preparation is key, but being too rigid can make the meeting feel impersonal. Be flexible and ready to adapt the conversation based on the client’s responses and concerns. Set time aside for unplanned topics or questions. 

Don’t Ignore Difficult Topics:  Believe me, this will happen. However, if there are challenges or areas of concern, address them head-on. Discussing difficult topics openly can lead to constructive solutions and stronger relationships. It also proves to the client that they can trust you and you have their best interest at heart. 

To summarise, a QBR can rock the client’s world if it is prepared well and proves that they have made a good investment in working with you. However, if you don’t do it right you are slowly pushing a client toward the exit door. This is why you need to make sure you learn how to do the best QBRs possible and always have this powerful weapon in your hand when things go south.