Is Your Sales Presentation Missing This 1 Crucial Thing?

by Jeff Shore

Many sales people get so into connecting with their client, they’re at a loss as to how to bring the conversation back to business without losing the comfort and trust they’d just worked so hard to build.

I’ve got a solution for that. Here’s how it works. When you believe you have built the needed rapport, say to your client:

“Can I ask you a few quick questions so I can lead you in the right direction?”

Simple? Yes. Simple—and incredibly powerful!

Now, the discovery questions you ask next are the questions that will lead directly to the sale. But, there is a crucial element of the sales presentation that you cannot skip over: TAKE NOTES.

You see, I find that very few sales people take notes during a sales presentation. Why?

Sales people have several reasons why they can’t or don’t take notes. Here are some popular ones:

  • “It breaks my emotional connection with the buyer.”
  • “It will make my buyers feel uncomfortable.”
  • “I’m just not good at taking notes.”
  • “I can’t read my writing anyway so what’s the point.”
  • “I’m too busy to take notes.”

These are stories we tell ourselves to rationalize our non-note taking behavior. In truth, note taking is a massively underutilized and underdeveloped sales skill. And like any skill, you can practice and improve.

Here are 7 reasons why note taking is the one crucial thing missing from your sales presentation:

1. So you can remember what the buyer said.

Basic, right? But think about it. How long do you spend with your buyers before they purchase? 10 minutes, 20 minutes, 60 minutes?

What percentage of an hour-long conversation can you remember? Go ahead… guess. I can’t answer that question either. But I know it’s not 100%.

Buyers expect us to remember what they tell us. And the only way we can improve our chances of doing so is to start taking notes.

2. It shows you care.

Because note taking is a selling skill that so few sales people use, you will stand out to the buyer. You can also show that you care by simply asking permission to take notes before you begin. “Mind if I take notes? I don’t want to miss anything that’s important to you.”

This will show that you care not only about what they have to say but about making them feel comfortable with the sales process in general – win, win!

3. It shows the buyer that they are important.

When someone says something and someone else writes it down, it makes that person feel important. It’s that simple.

4. It puts the buyer at ease.

What is this newer trend in restaurants where the servers don’t write down your order? Does this bother anyone else besides me?

Am I the only one anxious the whole time I’m waiting for my meal to arrive because I’m pretty sure they’ll miss an important detail like the extra butter and bacon I requested on my baked potato?

Want to put me at ease? Write. It. Down.

5. It is a listening skill.

When you are writing, you are not talking, and as salespeople we usually talk way too much. Our customers must be heard.

Practicing the skill of listening and writing down what we hear tells the customer that what they are saying is important.

6. It improves your follow-up.

Hate follow-up? One reason is probably because you’re not sure what to say.

If you’ve taken good notes all you have to do is use them as talking-points in your follow-up routine. Talk to them about the things they told you.

7. It helps you create a better buying experience.


Our motive for everything we say and do is to look out for our buyer’s best interest.

If we’ve asked strong discovery questions, listened to the buyer and taken notes, we’re ready to present our product or service in a way that feels special to them and for them.

If you’re sitting there absolutely convinced that note taking is a crucial element that’s missing from your sales presentation, then I’ve done my job. But, if you’re now wondering exactly what you need to be taking notes about — that’s where The 4:2 Formula Academy comes in.

The 4:2 Formula Academy takes a deep-dive into the selling strategies in my top-selling book, The 4:2 Formula, and marries rock-solid content with intensive one-on-one and group coaching to develop mastery level selling skills. Click here to learn more about this revolutionary learning experience.

Jeff Shore’s brand-new video series 10 Closing Truths.

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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.