**Dear SaaStr: How Do I Conduct an Effective Quarterly Business Review (QBR) with Customers?**
QBRs have often lost their original value, becoming mere upsell sessions devoid of benefit to the customer. Such an approach is counterproductive. Find more insights on this in [The Death of the QBR](https://www.saastr.com/the-death-of-the-qbr/).
**QBRs can be exceptionally beneficial when executed well, yet they are frequently mishandled, especially when Customer Success is under the Sales umbrella.**
Many QBRs devolve into uninteresting presentations or sales pitches, which are unwelcome to customers. The objective should be to **add value**, not simply tick off a task or promote more products. Here’s how to do them right:
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1. **Focus on the Customer, Not Yourself**
The QBR should highlight the customer’s goals and how your service helps meet them. Begin by questioning:
– **What are their business objectives?** What were their aims signing up with you?
– **Are you meeting those objectives?** Be upfront about successes and shortcomings.
– **What’s next for them?** Use the QBR to explore their future roadmap and how you can assist.
– **Ask beforehand what they want to discuss.** Too few actually practice this.
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2. **Steer Clear of “Death by PowerPoint”**
Avoid tedious slide decks. Alternatively:
– **Focus on Outcomes:** Emphasize metrics that matter to them like ROI, gains, and savings.
– **Be Visual:** Prefer clear visuals over text-heavy slides.
– **Keep It Short:** Limit to 30 minutes. Value their time.
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3. **Avoid a Sales Pitch**
It’s crucial. A disguised sales pitch loses trust. Rather:
– **Add Value First:** Share insights and benchmarks pertinent to their business.
– **Organically Suggest Upsells:** Present any expansion opportunity as a means to aid their goals, not your target.
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4. **Involve the Right Personnel**
Missteps include sending uninformed representatives. Customers dislike when an unfamiliar account manager, who hasn’t done their homework, arrives. Instead:
– **Send Senior Staff:** Ideally include a VP or CEO for key accounts to show that you value the relationship.
– **Be Prepared:** Know the customer’s history and goals thoroughly.
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5. **Incorporate a Product Roadmap Review**
Customers are keen on future updates:
– **Show What’s Coming:** Highlight forthcoming features matching their needs.
– **Seek Their Input:** Engage them in your roadmap, affirming their partnership role.
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6. **Differentiate Your Approach**
Tailor attention based on customer:
– **Enterprise Accounts:** Prefer in-person QBRs to forge stronger ties.
– **Mid-Market Accounts:** Virtual, yet personalized, sessions suffice.
– **SMBs:** Maybe group webinars or quarterly updates with critical insights.
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7. **Follow Up and Track Progress**
A QBR should spur ongoing engagement. Post-meeting:
– **Send a Recap:** Highlight key discussions, tasks, and upcoming steps.
– **Honor Commitments:** Ensure any promised features or fixes are enacted. Broken promises erode trust quickly.
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**Final Reflection**
QBRs are pivotal for strengthening customer bonds when approached ethically. Prioritize offering value, aligning with customer goals, and reinforcing your role as a partner. Consistent commitment leads to natural renewals and upsells without pressure.
Further reading: [Customers Love a Good Product Roadmap Review. Go Do More of Them.](https://www.saastr.com/customers-love-a-good-product-roadmap-review-do-more-of-these/)
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