Getting customers is the most important task of a salesperson and, no doubt, the most challenging. It takes time, patience, strategy, and resources to secure a GOOD new customer effectively. Many tips have been shared in previous blogs on how to effectively garner new business, but this post is about what to do after you have secured them.
You were successful in getting them to join you as a client by saying and doing all the right things. They chose you as their preferred supplier based on confidence and trust in your ability. Now what? Do you just continue to service them and ASSUME that all is good? Do you arrogantly believe that you are executing flawlessly? Do you wait for them to tell you there is a problem?
Quite a number of years ago, I worked with a brilliant marketing mind who changed my selling approach forever. He was hired to change the mentality of the sales team from a me-too selling strategy (which ultimately results in a price war) to a differentiation philosophy. I admired my company for making this move, as we truly had many competitive advantages that were never utilized during the sales process.
One of his ideas was to conduct annual business reviews. Most of the sales team balked at the idea, but me—I bought into it, understanding that to KEEP customers, we can’t be afraid to show and tell them what we have done for them. As a supplier, it is your responsibility to not only supply but also to educate. It was this gentleman who introduced a value-added selling strategy to our company.
Annual Business Reviews became a natural extension of that philosophy. Too often, customers only remember the last thing you did for them—good or bad. They rarely recall the dozens of problems you solved, the rush orders you managed, the savings you created, or the recommendations you made that improved their business. If you don’t periodically remind them, all of that value fades into the background. And when value becomes invisible, price becomes the only thing they can see.
What an Annual Business Review Should Include
An Annual Business Review (ABR) is your structured opportunity to make your value visible again. It is your moment to clearly show the story of the past twelve months—your wins, your efforts, and the partnership you have built. And equally important, a chance for you to hear from YOUR customer about how they feel the relationship is progressing.
A strong ABR should include:
1. A Recap of the Year
This is a high-level overview reminding the client of the goals, expectations, and challenges at the start of the year. It sets the stage for the progress you are about to share.
2. Performance Metrics and Results
Customers respond to data. Show numbers where they matter:
- Total purchases or volume
- On-time performance
- Error reduction
- Fill rates
- Cost savings
- Service improvements
Even small wins look significant when displayed clearly and professionally.
3. Value-Added Activities
This is where you highlight the invisible work:
- Rush orders you managed
- Consultative advice you provided
- Market insights you shared
- Product improvements or substitutions you recommended
- Training or education you delivered
These are often the elements clients forget, yet they are the ones that differentiate you from the competition.
4. Issues Faced and How You Resolved Them
Every relationship has challenges. Addressing them openly demonstrates transparency and accountability. Clients appreciate suppliers who own their mistakes and show how they corrected them.
5. Competitive Advantages and Differentiators
Reinforce what sets you apart, but be sure to focus on ONLY what is of importance to the customer:
- Technology
- Processes
- Quality standards
- Service capabilities
- Unique expertise
Yes, your client chose you, but they may have forgotten why. An ABR refreshes that memory.
6. Opportunities for Growth
This section shows that you’re thinking about their future, not just your own:
- New products or services that could benefit them
- Efficiency enhancements
- Potential cost reductions
- Expansion into new categories or departments
It positions you as a proactive partner.
7. Joint Goals for the Coming Year
End with alignment:
- What does the client want to achieve next year?
- What do they expect from you? Don’t be afraid to ask what you can do better… and listen!
- What will you deliver?
When done properly, an Annual Business Review is far more than a meeting. It is a relationship-strengthening tool, a customer-retention strategy, and a powerful reminder of the value you bring—while also reaffirming their importance as a customer. I have conducted numerous reviews throughout my career and achieved tremendous success with them. As I later transitioned into consulting and sales education, this was one of the practices I most strongly taught and advocated. An ABR reinforces your credibility, deepens trust, and positions you well ahead of competitors who compete solely on price. And honestly—who wouldn’t want that?
