A business review is the cornerstone of any client/supplier partnership and one every Account Manager must master. What follows are 10 essential tactics to get your reviews back on track and turn them into one of the most anticipated events on your clients’ calendar. I hope you find them useful

1. 10 essential tips
for an effective
business review

2. A business review is an evaluation of metrics and performance of a supplier
program over the previous period. It should be linked to overall strategy and
objectives and is the result of everyone’s activities, interactions and contributions.
It ensures alignment and creates a shared perspective between client and
supplier. By that, I mean clarity (what’s done, what problems need to be solved
and who’s doing what) and trust (ideas, learning, commitment and accountability).
Yet most reviews typically repeat existing data verbatim and rarely offer insight into
what it all means. With people already in meeting overload, Account Managers’
need to make time in front of their client count. What follows are 10 essential
tactics to get your reviews back on track and turn them into one of the most
anticipated events on your clients’ calendar. I hope you find them useful.
According to a 1998 U.S. study,
the average employee spends 6
hours every week in meetings,
and senior managers attend
nearly 23 hours.
The Science and Fiction of Meetings, MITSloan Management Review, Steven G. Rogelberg, Cliff W. Scott & John Kello
Warwick Brown, London, July 2017

3. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
GET IT
IN THE
DIARYBook reviews 12 months in advance.
You’ll get your pick of dates and it’ll
ensure those meetings happen.
Sending placeholders well in
advance will make
scheduling reviews a breeze
and improve attendance.
Working to a deadline helps
with time management and
motivation.
Reconfirm with your client a
few days before the review
and make sure they’ve
booked a meeting room.
Host the review at your office.
It’s efficient and a great way
to introduce teams they
wouldn’t ordinarily meet.

4. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
MEET
BEFORE
THE MEETINGA quick call to the client in advance of
the meeting gets you aligned and
assists preparation. You’ll deliver a
review that ticks all the boxes.
Schedule 30 minutes with
your client in advance to
confirm what topics should be
explored in the review.
Avoid sensitive subjects.
You don’t want to ambush
your client, especially if the
boss is there.
Focus on measurable criteria
that cover key elements like
cost, quality and compliance.
Let your client know you want
the review to be impactful
and a beneficial use of their
valuable time.

5. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
INVITE
THE RIGHT
PEOPLEDecision makers and influencers are
vital if you want to get things done.
Keep the number of participants low
and leave with agreed actions.
Improve attendance by only
committing participants for
the time they’re needed, not
the entire review meeting.
Reduce no-shows by sending
reminders the day before and
letting all participants know
how vital their contribution is.
Be on the look out for the
quiet ones. Not everyone is
quick with their opinions so
encourage their input.
Anticipate the questions that
need answering and those
that need to be asked.

6. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
SET AN
AGENDA
Simple, but often overlooked. Pick 2 to
3 priorities, communicate what
preparation is needed and stick to the
time allowed. If the meeting goes off-
topic an agenda helps you quickly
steer the conversation back to the
matters at hand.
For each topic note if the
purpose is to share
information, seek input or
make a decision.
Send related material in
advance. Be clear to
participants on what is
expected and how to prepare.
Identify who is the lead for
each agenda item. It doesn’t
always have to be you.
List agenda topics as
questions that needed to be
answered.

7. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
NO
DEVICES
Make it clear on your agenda that it’s a
device free zone. It’s distracting for
everyone and beyond that, participants
are missing a prime opportunity to build
networks and establish relationships.
Phones and other devices
distract participants from
being fully present and
diminish their contribution.
Building rapport is so much
more effective with eye
contact.
To calm anxiety about being
off the grid, schedule short
phone breaks every 30 to 45
minutes.
If you see someone using
their device, nicely invite
them to step out and return
when they’re ready.

8. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
STICK TO
STRATEGY
Business reviews should propel your
clients’ program forward. You’ve only
got 90 minutes – if you’re lucky. Keep
operational matters separate so the
meeting is focused on transformational
objectives.
Examine topics that may
deliver meaningful value over
the long-term. Leave the low
hanging fruit for another time.
Document your strategic
plans, track progress and
regularly share how you are
performing against target.
Discuss product roadmaps
and enhancements to
highlight how your solution is
adapting to client needs.
End on a positive note.
Recap all the successes so
far as well as the exciting
plans you’ve just made.

9. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
AVOID
THE PAST
You want to learn from history not re-
live it. No more than 30% of the
meeting should be about past results.
Discuss what influenced them and how
they are relevant to future strategy.
The rest of the meeting must be about
what’s next.
Some clients dwell in the
past. Acknowledge issues
and more importantly, the
resolutions.
Stay forward focused. The
business review is about
making decisions to move the
program towards targets.
Analyse service incidents and
support tickets in advance so
you are aware of trends and
can provide context.
Don’t ignore negative
feedback. It may reveal
underlying issues that are
part of a wider problem.

10. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
CELEBRATE
SUCCESSThe review is the ideal forum to share
successes: what has gone well and
why. Take time to recognise
achievement and the positive impact
the partnership between you and the
client has had to their business
Shout your achievements out
loud and help your client get
the good news out to the rest
of their business.
Money talks. Highlight
savings and reduced costs
but don’t forget about other
value-led achievements.
Showcase your key contacts’
contribution. Recognition
helps their credibility when
asking for support.
Use charts, diagrams and
pictures to represent your
data visually. It will have
much more impact.

11. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
FOCUS ON
GAPS
Define the future state, analyse the
current state and identify how to get
from here to there. Embrace
innovation. Get agreement on actions
during the review and then make the
magic happen.
Strategy is supposed to be
disruptive. Don’t play it safe.
Let your client know it’s OK to
rock the boat once in a while
Giant leaps or baby steps. It
doesn’t matter. Identify the
objective and the target, build
the plan and then get started.
Things don’t always go
according to plan. Make sure
your plan is agile enough to
respond to curve balls.
Adopt the Kaizen principle of
change for the better through
a strategy of continuous
improvement.

12. Executive Summary
 Long term client
 Competitive pricing
 Strong relationships
 Global footprint
 Product gaps (reporting and
billing)
 US is a key market not with
Egencia
 New markets in Scandinavia
where we are strong
 Mobile first strategy so
keen on our app
 Introduce Global AM
 CWT have already been in
to discuss
 Outsourced consultant
leading RFP
 Commission return is a key
driver
 Want full disclosure on
earnings (P&L)
So what?
What now?
Ask yourself these two vital questions
for any action you agree, any
recommendation you make and any
data you present. If you can’t answer
them, don’t go there until you can.
Turn your to-do list into a
plan by grouping similar
activities and keeping track of
them throughout the year
Not every recommendation
you make will be gold. Let go
of the ones that your client
doesn’t respond to.
The business review is an
ongoing cycle of monitoring
and evaluation. Review.
Plan. Do.
Asking yourself “so what” and
“what now” can be applied to
any situation. It’s a game
changer.

13. Want to
know more?
Account Manager Tips is an online
resource helping you launch and nurture
your account management career.
For an in-depth look at how to get the most
out of your next business review visit:
amtip.co/reviews