They have a conversation…

hear something important…

and then trust their brain like it's cloud memory..

It isn't.

It's a leaky bucket.

Your brain isn't designed to "store"… it's designed to "filter"

Your brain is built to protect you from overload.

So it deletes, compresses, and distorts information constantly.

That's why we can walk into a room to get something, and forget why we went in there. 

And it's why you can have a great call… and two weeks later, you somewhat remember the general vibe…

…but not the exact reasons they cared, the exact words they used, or the real landmines you need to avoid.

And here's the part most reps don't understand:

Writing notes isn't just about remembering. It's about thinking better in real-time.

When you write something down, you're telling your brain:

"This matters."

You're encoding it deeper.

You're organizing it.

And you're increasing the odds you'll use it later.

If you want to be taken seriously, act like a professional

Professionals don't "wing it."

They don't rely on memory.

They don't leave outcomes to chance.

They capture what matters… because what gets captured gets used.

So today I want to give you a simple, usable way to take notes that makes you sharper during the call…

and makes your follow-up calls sound like you're prepared, relevant, and worth speaking with.

Most reps write down random facts.

Good note-takers capture decision fuel.

Here's what I mean:

1) Write down emotional words, not just information

Any time a prospect says something like:

Stop.

And write down the next sentence word-for-word.

Because that is why they will move.

And later, when you use their exact words back to them…

people don't argue with their own words.

They agree.

2) Capture what they said AND what they meant

One of the best things you can do is divide your page:

LEFT SIDE: What they said RIGHT SIDE: What it meant / how they said it

Example:

LEFT: "We'll probably hold off a month because of budget." RIGHT: "Very tentative. Sounds like there's something else. They want it but there's internal friction."

That right side becomes your advantage later.

Because often the words aren't the truth…

the tone is.

3) Box anything you must revisit before you hang up

If they mention something important…

box it.

That's your visual reminder to circle back before the call ends.

Examples:

Box it. Because anything you don't box is something you'll forget to address, and that's where deals stall.

This is where deals are won or lost.

Because your future follow-up is only as strong as what you captured here.

Here's your post-call checklist:

Write down these 6 things (every time)

1) Their WHY

What problem are they trying to solve? What pain are they trying to remove?

Example: "We're losing deals because proposals take 3 days and competitors respond same-day."

2) The COST of the problem

Not just dollars… time, risk, customer impact, stress, internal pressure.

Example: "CEO is frustrated. Sales team morale is down. Lost 2 major accounts last quarter."

3) What "success" looks like

What outcome are they trying to achieve? What would they say needs to be different?

Example: "Proposals out within 2 hours. Win rate up 15%. Sales team stops complaining."

4) Key decision factors

What will they evaluate? What's their biggest concern?

Example: "Ease of use for reps. Integration with Salesforce. Price under $5K/month."

5) Next steps. Both sides

What they said they'll do before the next call. What you said you'd do before the next call.

Example: "THEM: Talk to VP Sales. ME: Send demo video + case study."

6) Your next-call opener line (this is the game-changer)

Before you end the call, write the opening sentence you'll use next time:

"Last time we spoke you had interest in speeding up proposals because you're losing deals to faster competitors."

That prevents the worst follow-up line in sales history:

"Just checking in…"

Instead, you sound like a pro.

Prepared. Relevant.

And hard to ignore.

Part 3: The "3-Column Notes" method (simple and deadly effective)

Here's a system I've taught for years because it's easy and it works.

Take an 8½ x 11 sheet of paper and divide it into three sections:

LEFT (largest): Prospect's world MIDDLE (narrow): Starred priorities RIGHT (medium): Your reminders

Left side = what they say

Right side = what you want to cover later (without interrupting)

Middle = the gems that become your CRM notes and follow-up plan

And here's the best part:

When you transcribe those starred items into your CRM immediately after the call, you'll sometimes notice:

"Oh man… I never asked about that."

So what do you do?

You call them right back.

Not in an annoying way.

In a professional way.

"Karen, quick thing — I realized I never asked you about ______ and it might be important."

And you know what happens?

They respect you more.

Because it proves you were listening.

Part 4: The final point (and the real reason this matters)

Taking notes isn't paperwork.

It's not admin.

It's not busywork.

It's money.

Because every note you take is a conversation you won't have to repeat.

Every detail you capture is a piece of leverage you'll use to move the deal forward.

Every word you write down is a defense against sounding generic, unprepared, or forgettable.

So your notes determine:

So stop trusting memory.

Stop betting deals on "I'll remember that."

Instead, become the professional who captures what matters… and uses it.

Because the rep who takes great notes doesn't just "follow up."

They move things forward.