Avoid 'As Discussed': Why Summaries Matter in Sales Communication

In the world of sales, communication is key. Yet, one common mistake that sales professionals often make is sending follow-up emails that merely state "as discussed" without including a detailed summary. This can lead to misunderstandings, missed opportunities, and even lost sales. Let's explore why this practice is detrimental and how it can be effectively addressed.

The Cost of Assumptions

When you send an email with just "as discussed" as the main content, you're assuming that the recipient remembers every detail of your conversation. This assumption can be costly. In a busy work environment, it's easy for details to get lost amidst numerous meetings, calls, and emails. By not providing a summary, you risk important details being forgotten or misremembered, which can lead to misaligned expectations and project delays.

In South Africa, where businesses often deal with challenges like load-shedding and fluctuating connectivity, relying on memory alone can be particularly risky. Overlooking a critical detail because of an assumption can lead to financial misunderstandings or operational setbacks, both of which can be expensive for small to medium-sized businesses.

Ensuring Clarity and Accountability

Providing a summary in your follow-up communication ensures that both you and the recipient are on the same page. A clear summary aids in:

1. Clarifying Understanding: Summaries reinforce the key points discussed, making sure nothing is lost or left ambiguous.

1. Setting Expectations: By outlining next steps and deadlines, summaries help manage expectations and provide a roadmap for future actions.

1. Record Keeping: A detailed summary serves as a written record of the conversation, which can be useful for future reference or in case of disputes.

Crafting an Effective Summary

Creating a concise and effective summary doesn't have to be time-consuming. Here are steps to ensure your follow-up emails are both informative and efficient:

1. Briefly Restate the Main Points: Start with a brief overview of the key topics discussed. This reinforces your shared understanding.

1. Highlight Action Items: Clearly outline any actions that need to be taken, who is responsible, and the respective deadlines.

1. Address Any Questions or Concerns: Mention any questions that were raised and how they were addressed or what the next steps are to resolve them.

1. Use Bullet Points: Bullet points or numbered lists can make the summary easier to read and digest.

1. Invite Confirmation: End the email by asking the recipient to confirm their understanding or to add any additional points they think are missing.

For example, instead of writing "As discussed," you might say:

"Following our meeting today, here is a summary of the key points:

• We agreed to proceed with the new pricing strategy effective from 1st November.
• I will send over the revised contract by Friday, 20th October.
• You will review and provide feedback by Wednesday, 25th October.

Please let me know if I've missed anything or if you have any additional inputs."

Tools to Assist with Summaries

Incorporating technology into your communication strategy can streamline the process of creating effective summaries. A CRM like ClientPulse can help track interactions and ensure that no detail is overlooked. By integrating meeting notes and follow-up actions, you can maintain a comprehensive view of client engagements.

Conclusion: The Power of a Summary

In sales, clarity is crucial. Moving away from vague "as discussed" emails to detailed summaries can significantly enhance communication, reduce misunderstandings, and strengthen client relationships. By taking a few extra minutes to craft a thoughtful summary, you can avoid costly mistakes and ensure that every interaction is productive and aligned with your business goals.

Christiaan Groenewald is the founder of ClientPulse, a CRM built for South African sales teams. Try it free.