What if I told you that the most engaging and revealing customer conversations you’ll ever have won't require an agenda? Or a deck. Not even a single slide, stat or talking point.
In fact, you’ll hardly have to speak at all. Because your customers will talk 70 - 80% of the time - revealing critical business priorities and challenges they’ve never shared before, with you OR your competitors.
That unprecedented level of transparency helps you understand how THEY define value. And it translates into three precious outcomes for your company:
Insights. Innovation. And revenue.
Not to mention your team will become THE authoritative voice of the customer over time, influencing everything from roadmap to product market fit to pricing.
If all this sounds great to YOU, imagine how thrilled your CUSTOMERS will be when they get your email with this subject line: "Not a QBR."
let's take a quick step back
QBRs are having a rough year. And for good reason. They usually feature dozens of fact- and stat-filled slides - purely from the vendor’s point of view - attempting to show the customer that they’re getting value from the product or service. It's like "help me to help you to help me."
The worst part about what we can gently call "QBR fatigue" is that too often, CUSTOMERS FIND THEM A CHORE as well. Which explains why they aren’t as engaged as we’d like.
After conducting more than 2,600 B2B customer discovery conversations, I've learned the specific techniques and tools that get customers to reveal insights that lead to transparency, innovation and revenue.
And after all those conversations, I can tell you one thing for sure: Customers want to talk about what they are experts in: Their broader business challenges and priorities, independent of the vendor’s solution. They are not experts in the product, which is why it’s often hard to get them to engage when we pepper them with slides ABOUT US.
We need to stop talking at them and start understanding the bigger picture “why” that’s driving what they need our product to do. They’re happy to share if we put a little more thought into the questions - and then just $TFU.
MEET THE UBR.
WHAT IS THE UBR?
why should CUSTOMER SUCCESS &
ACCOUNT MANAGEMENT TEAMS
care about the ubr?
- Get fresh insights to drive value & innovation.
- Grow revenue.
- Get them engaged.
- Discover what’s most important TO THEM.
- Increase transparency.
- Differentiate from all their other vendor interactions
- Elevate yourself and your team.
YOUR CUSTOMERS' "WHY"
- They need to be heard.
- They'll stay longer if they feel understood.
- They appreciate the chance to share their expertise.
- They want to be helpful.
- They like the opportunity to contribute to and benefit from innovation. (What’s good for you is eventually good for them – and vice versa.)
YOU CAN start USING THE UBR INSIGHTS & TIPS ABOVE today
What about bob (london)?
I teach customer success, account management and sales teams how to have more strategic, revealing customer conversations that drive transparency, insights and revenue.
Over the course of conducting more than 2,600 customer discovery conversations with B2B decision-makers, I developed a series of bold, disruptive questions and deep listening techniques - called Radically Authentic Discovery - that get customers and prospects to open up about what’s important TO THEM.
I was named a 2022 Top 25 Customer Success Influencer by SuccessCoaching and am also an Entrepreneur in Residence at the University of Maryland’s Dingman Center for Entrepreneurship; a board member of Mindshare, one of the country’s leading organizations for tech CEOs and founders; and an active member of Gain Grow Retain, a leading customer success community. My clients have been honored more than 30 times on Inc. Magazine's list of 5000 Fastest-Growing Private US companies.
I'm a regular and passionate writer and speaker on the topic of listening to customers, and his work and writing have been featured in the Wall Street Journal, The Washington Post, Forbes, the Miami Herald, USA Today, Inc. Magazine and The Washington Business Journal.