The Power of Writing: A Critical Sales Tool (Free Article)

For many sales representatives, writing is often overlooked or even viewed as unnecessary. Yet, the ability to document critical details from sales calls is one of the most impactful habits a sales professional can develop. Surprisingly, many sales reps assume they can recall every detail from multiple daily interactions - whether they conduct three or eight calls per day - without taking notes. Unfortunately, this approach often leads to forgotten details, missed follow-ups, and lost opportunities.

Pre-Call Planning: Setting Clear Objectives

Effective sales calls begin before the conversation starts. By writing down objectives before each call, sales reps gain clarity on what they aim to accomplish. Clearly defined objectives increase the likelihood of achieving desired outcomes, as they provide a measurable success benchmark. Over time, tracking call objectives and results enables sales reps to evaluate their effectiveness and refine their strategies based on data rather than guesswork.

Note-Taking During the Call: Accuracy and Engagement

Capturing key discussion points in real-time eliminates the risk of not remembering or inaccurately remembering crucial details. Research shows that people forget up to 50% of new information within an hour and 70% within a day if not recorded. Taking notes ensures accuracy, prevents errors, and helps sales reps recall specific customer concerns, commitments, and expectations. Additionally, writing during the call signals professionalism and attentiveness, demonstrating to the customer that their words are valued. A sales rep who takes notes conveys the message: "What you say is important."

Post-Call Documentation: Locking in Next Steps

Immediately after a sales call, sales reps should document conclusions and next steps while the conversation is still fresh. Without this habit, essential follow-up actions may be overlooked, leading to delays or miscommunication. Given that a sales rep interacts with dozens - sometimes hundreds - of accounts over a given sales cycle, relying on memory alone is an ineffective strategy. By recording commitments, agreed-upon actions, and documenting customer expectations, sales reps ensure a seamless follow-up process, ultimately improving customer trust and retention.

Overcoming the Resistance to Writing

Despite its benefits, many sales reps struggle to incorporate writing into their sales process simply because they are not in the habit of doing so. Writing does not require sophisticated tools - a pen or pencil along with a notebook, a binder, even the back of an envelope or in today’s digital era, a digital tablet like an iPad gets the job done. The key is consistency. The immediate benefits of note-taking include better organization, increased sales effectiveness, and developing stronger customer relationships - all of which contribute to higher sales performance.

The Bottom Line: Make Writing One of the Most Important Sales Habits