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Sales TodayAuthor: Fred Copestake Language: en Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Salespeople Can't Be Trusted to Run QBRs!
Wednesday, 22 July, 2026
Why Quarterly Business Reviews should be about customer value, not sales pitches Quarterly Business Reviews (QBRs) are supposed to strengthen relationships, demonstrate value and identify future opportunities. Too often, however, they become little more than product presentations. In this episode, Fred Copestake is joined by Celia Sanchez Garcia (Celia SGAR), Founder of Vendor Manager Hub, to discuss why many QBRs fail and what salespeople can do differently. Drawing on over 16 years of supplier and vendor management experience, Celia shares why customers should often take the lead in QBRs, how suppliers unintentionally damage trust, and the framework she uses to ensure every review focuses on delivering outcomes rather than promoting the latest products. Whether you're an account manager, customer success professional or sales leader, this conversation offers practical ideas for building stronger, longer-lasting customer relationships. In this episode you'll learn: Why many QBRs fail to deliver value The biggest mistake salespeople make during customer reviews Why customers often lose trust during supplier-led meetings The difference between operational meetings, QBRs and executive reviews How Customer Success and Sales can work together more effectively A proven QBR agenda that keeps conversations focused on customer outcomes Why improvement opportunities should come before innovation discussions How active listening creates better commercial relationships Why making life easier for customers is often your greatest competitive advantage Key Takeaways · Customers don't buy products. They buy outcomes. · Great QBRs review value already delivered before discussing anything new. · Customer Success often understands how to maximise existing value better than Sales. · Trust is lost when suppliers ignore what customers have asked for. · The best account managers bring insight, not just information. · Continuous improvement creates future sales naturally. · The easiest way to become a strategic supplier is to make your customer's life easier. Resources Vendor Manager Hub Helping organisations build stronger supplier relationships through better vendor management. Vendor Score It A platform for measuring supplier performance, scorecards and KPIs. Connect with Celia SGAR LinkedIn: https://www.linkedin.com/in/celiasgar Vendor Manager Hub: https://www.vendormanagerhub.com Vendor Score It: https://www.vendorscoreit.com About Fred Copestake Fred Copestake helps organisations create commercially stronger conversations through Trust First Selling and the VALUE Framework. His work focuses on helping salespeople move beyond products and features to create better buying decisions through trust, curiosity and commercial thinking. Connect with Fred https://linktr.ee/fredcopestake Take the Free Collaborative Selling Scorecard How collaborative is your sales approach? Take Fred's free Collaborative Selling Scorecard and discover how your current approach compares with today's buying environment. https://collaborativeselling.scoreapp.com Watch this episode on YouTube: https://youtu.be/gu85qPEOccA Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers
