Calling Out Calls-to-Action in Calls

Did you ever fail to notice when you had a great idea? Or at least fail to make a note of it for later? Happens all the time. But sales professionals who capture call notes or recordings and review them often find great ideas that drive new business. It all starts with capturing and cataloguing those call notes.

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Selling is knowledge work.

To sell, you must take information about who you know and match it up with what you know will be best for them. Selling is rewarding yet demanding knowledge work.

Peter Drucker wrote: “In knowledge work . . . the task is not given; it has to be determined. ‘What are the expected results from this work?’ is . . . the key question in making knowledge workers productive. And it is a question that demands risky decisions. There is usually no right answer; there are choices instead. And results have to be clearly specified, if productivity is to be achieved.”

Don’t Forget to Forget

As counter-intuitive as it may sound, it is actually very important to be able to forget things.

The reality is that our minds are not necessarily capable of retaining all the things we try to remember. Trying to remember everything is probably the best way to assure that you will forget something, and it’s usually something important.

The trick is to record everything somewhere other than in your mind. Somewhere where you can refer back to it, categorize it, prioritize it, and assure that periodically you will be reminded of it. The problem with this trick is that most people find it hard to actively forget things that are “on their mind.”

According to author David Allen in his book, Getting Things Done, “Most often, the reason something is on your mind is that you want it to be different than it currently is, and yet:

· you haven’t clarified exactly what the intended outcome is;

· you haven’t decided what the very next physical action step is;

· and/ or you haven’t put reminders of the outcome and the action required in a system you trust.”

Allen goes on to ask:

“Between the time you woke up today and now, did you think of anything you needed to do that you still haven’t done? Have you had that thought more than once?

Why? It’s a waste of time and energy to keep thinking about something that you make no progress on. And it only adds to your anxiety about what you should be doing and aren’t.

Most people let their reactive mental process run a lot of the show, especially where the too-much-to-do syndrome is concerned.

You’ve probably given over a lot of your “stuff,” a lot of your open loops, to an entity on your inner committee that is incapable of dealing with those things effectively the way they are — your mind.

Research has now proven that a significant part of your psyche cannot help but keep track of your open loops, and not (as originally thought) as an intelligent, positive motivator, but as a detractor from anything else you need or want to think about, diminishing your capacity to perform.”

One Step Ahead

So sales professionals start out one step ahead of the game. They just about always know what their intended outcome is — to close sales.

One of the things Allen suggests is the most critical step in the process is collection of information. Once you’ve collected you have the opportunity to demonstrate the one attribute that most people find most difficult to exhibit — discipline. In this case, the discipline to consistently go back and review the collected information.


It’s not always possible, and probably not even likely that you can determine right there in the moment as you are wrapping up an interaction with a customer exactly what your next action should be, and when you should execute it. It is, in fact, far more likely that you will arrive at a far better and more effective decision about next actions when you’ve had time to review and digest the information.

By making information review a defined part of your sales process you give yourself much more time and opportunity to make excellent strategic decisions and to record those decisions in a manner that will help to assure that you execute each of them in a timely fashion. If that information is also available to sales leaders, they can provide a fresh perspective and coach their sales people on the best approach and actions.


As with any other kind of job, there are tools of the trade which you must have if you want to maximize your productivity. At the base of your toolkit will be your Customer Relationship Management (CRM) system, where all information about all customers will be stored, along with your goals, your objectives, and your action items. A single repository for everything you need to be successful.

Automating as much of the information collection process as possible will dramatically increase the likelihood that you collect as much information as possible. Tools that load all of your customer calls, texts, recordings, emails directly into your CRM, coupled with the ability to dictate or quickly enter your own notes for later consideration, are most valuable.

Stop thinking about accessing this information from your computer. You will want your ability to collect and consult customer information to travel with you, whether you are inside the office but not at your desk, or out and on the go.Prefer systems that run on your mobile device and work with your mobile communication flowbringing everything into the palm of your hand.

Find Help Fast at MAST

To learn more about automated information collection and results-focused processing, contact Mast Mobile today at

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