How To Use a Meeting Summary To Win Sales


7 Step Sales Meeting Summary TemplateThe sales meeting summary is one of the most important components of a successful sales process.  Beyond serving as your meeting notes in your CRM, a good sales meeting summary can help your sales reps close deals in several ways.

It establishes trust when they tell a customer they will send a meeting summary within 36 hours, and then they do it.  It keeps the customer engaged in an ongoing dialogue.  It gives reps the opportunity to re-iterate what you do and the results you have helped other customers achieve.  It demonstrates that the rep listened well and understands their position, issues, concerns, etc.  And it’s great information to re-send as a precursor or reminder for the next meeting.

Many sales reps are reluctant to use the right kind of meeting summary because they feel it’s too time-consuming to develop, especially if they find writing a bit of a challenge.  But the benefits far outweigh the perceived difficulty.  I say “perceived” because it’s easy to write when you know what to cover!

Here is my 7-step template for a great sales meeting summary:

  1. Thank them for the meeting.
  2. Describe the current business situation, preceding it with, “Please tell me if I missed anything.”
  3. List goals stated, gaps, and causes.
  4. State where they want to be in the future and why – business impact.
  5. Provide possible solutions.
  6. List examples and outcomes of what I have done for other clients.
  7. Envision the next step. This could be something we agreed upon, or I may make a suggestion. End by asking, “Did I miss anything?”


You can use this template to produce an outline that will be easy to complete after a sales meeting by just popping in the information the customer gave you.  Here’s a sample of one of my own summaries to show you what this might look like:



Dear John,

Thank you for your time and for sharing your business issues.  Below is a summary of what we discussed and potential next steps.  Please let me know if I missed anything.

Business Issues

  • Your team is not producing at their full capacity.
    • John is 80% of your company sales. He is holding his own, but not generating much new business.
    • Susie is converting 2 deals/mo. and has only been with your company for 2 months.
    • Dean is at 3 deals/mo.
    • Frank, being an independent contractor, brought 3 clients and has not delivered any more.
    • Sharon wants to return as an account manager handling all the details of accounts.
      • This would enable the reps to spend more time selling and keep control of the details for each client.
      • Currently she is working on an hourly basis.
      • You are considering a small commission plan for any new business she might bring in.
    • Trish is the office manager and runs the VP Office program. She is a very detailed person and is not a problem-solver.
    • Sales need to grow and the team needs to be all on the same page in terms of sales tactics and verbiage on how to develop new business.
    • You want a customer-centric sales approach that focuses on understanding how people buy.
    • You want some coaching to help you keep on track, i.e. be held accountable for your goals.


  • You want to convert from having to produce to keep the company going to more of a coaching role where you can manage 2 or more markets.
  • Your goal for this year is to have everyone producing at quota of 3 deals per month.
  • Be able to effectively manage and grow an additional market.
  • Purchase another office after a successful year of management.
  • Expand into other cities in nearby states.

Recommended Next Steps

  • Implement a Customer Centric sales process.
  • Coaching for you to learn how to coach sales reps.
  • Coaching for you for your own goals.

Did I miss anything?

Below is a more detailed explanation of what I do and some recent customer results:

[Insert additional details in bullet-pointed lists here.]


Knowing that my email will probably be shared within the company and that people forget parts of the discussion, I add some additional details, which I alluded to in the bracketed text above.  These details include a short summary of what I do, why I do it, client results, and, if we discussed it, a range of potential fees.

A couple of pointers

First, be sure to use bullet points for each point.  Keep in mind that many people will be reading this email on their phones.  Keeping your sentences short and using bullets will make it much easier to read.

Second, be sure to ask twice – once at the beginning and once at the end – if you missed anything.  The goal is to get the customer to respond to you so you know they read the email and they are engaging.  If you missed anything, people who are data-driven and detail-oriented will let you know.  Thus, you are giving them the facts, order, and control they need to consider your offering.

Want help coaching your reps on using meeting summaries to win deals?

Contact me today for a free consultation!


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