Let’s be honest – if you’ve ever thought that Quarterly Business Reviews (or QBRs) were a huge headache, you’re not alone! A QBR is an alignment meeting that’s held every three months between a company like Perficient and its clients.
When my director first introduced us to the idea, the team was skeptical. It seemed like just another box to check, and my first few QBRs felt more like a chore than an opportunity. No surprise when they didn’t lead to much account growth! Over time, though, I realized what a gift they are, and everything changed. Let me tell you why QBRs matter and how to make them work for you!
There are three parts to a productive QBR – showcasing successes, offering recommendations, and reviewing goals. Let’s dig into each part individually.
Part 1 – Showcasing Past Successes
The first step in any QBR is what earns that “quarterly review” name. This is where you get to show off the Perficient team’s accomplishments over the previous quarter. What were our big wins? What cool new features launched? Sometimes we have quieter quarters than others, but there is always something you can display as an achievement. Get creative and be sure to lean on other team members for suggestions!
When you’re showing off the team’s wins, make sure you keep in mind that not everyone on the call has the same role. One fantastic benefit of QBRs is getting to present to VPs and other executive leadership who may not be involved in the day-to-day engagement. However, they may not really understand the impact of a statement like, “We successfully implemented a multi-instance deployment strategy leveraging Sitecore’s xDB architecture, optimizing the content delivery network integration for enhanced latency performance.”
There’s a reason that KISS is such a popular principle– keep it simple! Use non-technical language as much as possible and remember to tie your achievements back to how the client benefits. We all know Perficient teams deliver maximum results, but how does that really impact your client’s bottom line? Explain exactly how this past quarter helped contribute to their success, through wins like boosted site security or reduced costs.
Part 2 – Offering Thoughtful Recommendations for Improvement
Now we head into everyone’s favorite part – offering recommendations and driving new business! This is where you start looking ahead to the upcoming quarter and thinking about The Next Big Thing. Sure, it might be tempting to think this is your chance to push all those shiny upgrades and premium options that will help pad your pockets (kidding!). But in reality, that’s not at all what a good QBR is about.
What really drives success is understanding your client’s story. A sales leader I admire once said that you can’t be truly successful at selling unless and until you deeply understand someone’s story. What motivates them? What do they look back on at the end of the year and feel proud of? When you understand these things about your client, you open the door to making thoughtful recommendations that actually offer value.
It’s not about making the sale – it’s about taking care of your clients. It’s about understanding their business, their needs, what their frustrations are, and what will really drive their growth. Pushing that flashy new tool may net you a bigger commission check, but when you get to next quarter’s QBR, are you going to be able to show that it helped your client meet their long-term strategic goals? Or is it going to be something you sheepishly leave out of the QBR, because your client spent a bunch of money and had nothing to show for it?
Part 3 – Aligning with the Client’s Business Goals
By the time you get to this stage of most QBRs, you’ve been presenting for about 45 minutes straight. Now it’s your client’s turn to shine! You want to ensure that you’re aligned with their business strategy, so kick this part off by asking them what the future looks like. Some good example questions are –
- What specific outcomes do you hope to achieve in your business over the next quarter, the next six months, the next year?
- Are there any challenges you’re currently facing that you believe could impact your goals?
- What does success look like for your business a year from now?
What may surprise you is that if you’ve done your homework and put in the time to understanding your client’s story, this part of the conversation should be a close mirror of Part 2. If they bring up challenges, you should ideally already know about most (if not all) of them. When they talk about new initiatives, hopefully you’ve already considered those and included them in your earlier recommendations.
What you don’t want is for the client to surprise you with goals or challenges that you’ve never heard before. This can potentially mean a misalignment in your understanding of their “big picture”. But don’t panic if this happens! Think of it as an opportunity to realign and dig deeper into their evolution. This is your chance to recalibrate and ensure your team’s work stays focused on what truly matters to your client. Sometimes, these surprises can open the door to even better growth and collaboration.
Why QBRs Matter for Long-Term Success
Here’s the crux of the matter – when you’re deeply aligned with your client’s story, sales don’t need to be forced.
They happen naturally.
Once your clients see that you genuinely understand their business and aren’t just trying to make a quick sale, they start to ask for more on their own. Since adjusting my own frame of mind, I’ve had clients come to me directly asking for additional services, because they trust my recommendations and know I have their best interests at heart. Nurturing this kind of credibility comes from consistently delivering value and keeping the focus on what matters most to the client, rather than pushing unnecessary upgrades.
QBRs aren’t just a quarterly obligation. They’re a critical part of building lasting relationships with your clients. When done right, they help you showcase Perficient’s value, offer strategic recommendations, and ensure that both you and your client are in sync on the path forward.
By shifting your mindset and treating QBRs as a tool for building trust, you’ll find that sales and client loyalty come naturally. And trust me, once you’ve experienced that shift, you’ll never look at QBRs as a headache again!
