Why QBRs are so Important to the 3pl Partnership
At Prolog we look forward to the Quarterly Business Review with our clients; it’s an opportunity to refresh our ongoing conversation with them, discuss the value we’re able to offer in relation to their business goals, and determine the the future roadmap. The value we now derive from these meetings has taken us a while to achieve and in this article we share 10 ways we build value into our QBRs.
What’s in it for the Participants?
We want our clients to think it’s worth turning up to a Prolog Quarterly Business Review, that there’s tangible value to be derived for their business. Prolog’s continued growth is dependent on our clients’ success, so strong partnerships and long business relationships are key to our business model. And the QBR is one of the ways we achieve this.
At an early stage in the sales process, we talk to prospective clients about the way in which every 3pl partnership is personalised to the business or brand we’re working with. This is manifested in the way we run our QBRs; we use them as an opportunity to show clients that the relationship they have with us, and the value we offer them, is unique to their specific proposition.
“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.”
– Zig Ziglar
Quarterly Business Review – 10 Ways to Add Value
When Prolog Account Managers talk about QBRs they tend to approach them as ‘Value Reviews’, rather than ‘Business Reviews’. This indicates the importance we place on adding value wherever possible for our clients.
Here are 10 ways we’ve added value to our QBRs:
1. The Quarterly Business Revue is Part of an Ongoing Conversation
For Prolog Account Managers, preparation for their first QBR with a client starts at the beginning of the on-boarding process. At this early-stage Senior Stakeholders engage with the Prolog team, and the conversation that begins then continues through to the first review meeting. We want it to feel like a natural progression and positive affirmation of our partnership.
2. Its About Talking With, Not Talking At
If you’re in a conversation but you don’t really feel that you have anything to contribute, then it’s not a conversation any more. At Prolog we work on the basis that 50% of the talking should be done by us, and 50% by our client. If it topples over too far one way or the other, then the value of the meeting may be compromised.
3. Invite Agenda Input
Meaningful Quarterly Business Revue agenda items tend to emerge out of phone conversations. They rarely arrive in response to emails. We try to schedule in a conversation with senior stakeholders to discuss the agenda items they would like to include. This allows for discussion of what information is required to support the item and give both parties an indication of the topics which need addressing.
4. Prepare Carefully
Last-minute handouts, or presentations that are poorly cut-and-pasted send a clear message about the value you place on your relationship with your client. Carefully planned meetings, coupled with participants who have something thoughtful and constructive to add to the discussion, demonstrate the value with which you invest the meeting.
5. Show the Progress You’ve Made
Clients want you to show them they chose well, by demonstrating how you’re delivering success. This can be done by presenting data to show that you are achieving goals that have been set, or using trends to propose or make changes. Deliver results that display clearly to your clients the value you have generated over the past 3 months. So long as you can continue to add value, your client will want to continue their relationship with you.
6. Ask Questions
The QBR is a great opportunity to get to know understand your clients’ business better. We use open, strategic questions, to facilitate this, such as:
- What made you want to work with us?
- What do we need to do to make you a customer for life?
- What can we do, that we’re not already doing, that would add value?
- What do you want to achieve in the next 3 years?
7. Keep Out of the Long Grass
It’s always tempting to use the QBR as a dumping ground for task lists, processes, or bug fixes. These have value, but not at a review meeting; they’re operational. The focus of the QBR is on strategic direction and alignment; if you get stuck in the long grass energy dips and there’s a tendency to lose the long view.
8. Own Up to Mistakes
If there’s an issue, own up to it. We’ve learnt from experience that there’s inestimable value to be had from cutting through the blame-shifting and excuses. All clients want to see is that there is a recognition of the problem, and a reasonable plan to fix it. The discussion can then move on.
9. Avoid Surprises
At Prolog Fulfilment we aspire to a Quarterly Business Review that encourages lively conversation but avoids announcements or news items that could derail the discussion completely. If the QBR is treated as a part of an ongoing conversation, there’s no need for unexpected topics to erupt.
10. Ensure That Discussions are Productive
‘Talking shops’ have limited value because they’re not good at producing results. Our Quarterly Business Revue discussions are translated into a list of Action Points with names beside them. These create ongoing engagement, ensure that things happen between quarterly meetings, and provide a shape for the next agenda.
About Prolog Fulfilment
At Prolog we invest heavily in our on-boarding process; it’s where we get to know clients and they get to know us. It’s considered to be a creative period which is of value for both parties. The conversations begun at this early stage, then naturally evolve into an ongoing partnership and rewarding Quarterly Business Reviews.
If you are at the point where you’re looking for a 3pl partner who integrates value at every stage, we’d love to talk. Prolog has an established fulfilment centre, located at the heart of the UK, with flexible warehousing and a trained, highly motivated workforce.
Prolog doesn’t just offer the basics; at every stage of the order fulfilment process, we provide a personalised service, tailored to your brand. We’re designed to deliver great service to you and your customers.
