Listen before recording

Focus on understanding the person’s problem and reason for attending. Avoid turning the conversation into an interview simply because your lead form has fields to fill. If you need to record a detail, explain why and keep it brief. Confirm the next step in ordinary language. The person should leave knowing what will happen, not feeling that they have been processed into a database.

Write the essential note promptly

After the conversation, record the topic, relevant context and any commitment. A distinctive but appropriate reference can help you personalise the follow-up accurately. Do not collect irrelevant personal information or embellish the person’s level of interest. If a colleague will follow up, make the agreed action unmistakable. The record should reflect the conversation that happened, including when no further contact was requested.

Imagine this

Hypothetical example

A hypothetical exhibitor speaks with a buyer about a multi-site rollout. After the buyer leaves, the exhibitor records the number of locations discussed, the requested overview and the agreed contact route. They do not label the conversation as a confirmed sale merely because it was enthusiastic.

Make it practical.

Use this checklist as you read. Checks are not stored.

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