Sales Call Report: A Guide With Benefits and Tips

Picture this: You just wrapped up your third sales call of the day. Client A needs a proposal by tomorrow, Client B hit you with an unexpected curveball, and Client C raised several doubts during a sales demo. Now, it’s time to prepare for a check-in with Client D, who just integrated new software. 

This is where the sales call report comes in. It’s a straightforward yet powerful document that captures the who, what, and why of your conversations so you can keep the details straight. And it’s more than a notetaking technique. Sales call reports support personalized follow-ups and align your entire team with client needs. 

Here’s exactly what goes into an effective sales call report, the benefits they offer, and practical tips to make your reports more effective. Turn scattered client details into actionable insights. 

What’s a call report, and what should it include?

A sales call report creates a structured record of all interactions with a client. For sales professionals, it’s a go-to document for keeping track of conversations, ensuring critical details never slip through the cracks. Whether you need to improve your sales strategy, analyze customer preferences, or share details with sales managers, a well-written sales call report is a game-changer for managing your process effectively. 

There’s no right way to organize your sales call report. Create a template and adjust it according to your needs, with sections like timelines, objections, or key decision-makers — whatever works for your team. 

Include the following details:

Client contact details

On your first call, record the client’s name, company, role, and contact information for quick reference. Update this information in your customer relationship management (CRM) system every time there’s a change. 

Duration, date, and time

Document when the call happened and how long it lasted. This simple detail provides valuable context for follow-up actions. It helps you gauge client urgency, identify communication preferences, and time follow-up meetings to move clients through the sales funnel.  

Call summary

Summarize the main points you discussed in the call, including client concerns, questions, and decisions. This is the bread and butter of your sales report, ensuring continuity and supporting attentiveness in your next call.

Follow-up actions

Outline next steps, like sending additional information or addressing specific concerns. A detailed action item checklist helps prioritize tasks, track progress in your CRM, and close deals more quickly. 

Call objective and outcome

Note the goal of the call and whether you achieved it. Was it to pitch a product? Resolve an issue? Close the sale? Documenting outcomes helps you visualize where the prospect is in the sales pipeline and highlights key metrics for tracking success. 

Customer insights

Record observations or takeaways that might shape your strategy in future interactions. For instance, did the client indicate hesitancy or share opportunities? These insights support effective analysis and mold a personalized approach. 

Attachments

Add any documents or links shared during the call. Include presentations, proposals, and visual aids so they’re always available, positioning you to deliver value at every stage of the sales funnel.

4 benefits of sales call reports

A well-maintained call report supports progress at every stage of the sales pipeline. Here are four reasons to nail down your sales call report template:

1. Uncover sales trends

Sales managers and reps depend on metrics to drive results. Analyzing sales call reports reveals patterns in client behavior, seasonal trends, and service preferences. This data offers a clear overview of what clients want and where adjustments can enhance results for the entire organization, supporting improvements and a more efficient sales funnel. 

2. Enhance performance tracking

Documenting each interaction reveals key metrics like conversion rates, average number of follow-ups, and success of specific campaigns. And the more information a sales manager has about their reps, the better they can guide them to improve their strategies. 

When sales managers view their entire team’s metrics, they can analyze overall performance, supporting better training, more focused cold calling, and improved onboarding efforts. 

3. Support strategic planning

Comprehensive sales reports align day-to-day agendas with long-term goals. Documenting client needs and challenges helps you refine strategies to address roadblocks before they escalate or seize opportunities as they arise. A proactive approach keeps your sales team agile and responsive, aligning actions with objectives. 

4. Improve client relationships

Many clients — especially in the business-to-business (B2B) sales pipeline — value partnerships over transactional sales pitches. A manicured call report captures every nuance, supporting personalized attention during each sales call. This builds trust, fosters collaboration, and builds the foundation for a lasting business relationship. 

Sales call report example

Not sure how to make a sales call report? Let’s imagine a salesperson for a CRM software developer. Here’s an example of a sales call report during a discovery call:

Contact information

• Name: Jennifer Smith
• Company: Comma, Inc. 
• Role: Head of IT Procurement
• Contact Information: j.smith@comma.com, (555) 123-4567

Call stats

• Date and time: December 4, 10 AM
• Call duration: 30 minutes

Call summary

Jennifer is evaluating CRM solutions for her company to improve internal workflows and improve lead tracking. She showed interest in features like customizable dashboards and integration with existing software (Slack, Google Calendar, and ClickUp). Her current CRM software is difficult to customize, and updates lag, creating knowledge silos that compromise revenue. She wants to understand how the CRM handles real-time updates across platforms and expressed concerns about onboarding and support for a remote team of 150 sales reps. She wants to launch a new CRM system during Q1. 

Follow-up actions

1. Share a detailed brochure highlighting CRM integrations to share with her IT team
2. Deliver a sales demo by December 15

Call objective and outcome

• Objective: Understand Jennifer’s pain points and goals. Introduce our CRM software and determine alignment. 
• Outcome: Jennifer is interested in a follow-up discussion and wants to see the software in action. We scheduled a sales demo for December 14. 

Customer insights

Jennifer’s company uses outdated tools, which results in lost revenue and difficulty selling products effectively. She values ease of use and team adoption above everything else. Budget isn’t a big concern if the solution checks all her boxes. She has a two-month timeline for choosing a product and fully integrating it. She will be ready to close the sale following the product demo. 

4 tips to improve your sales call reports

Use these tips to refine your documentation and make sure you’re always advancing through the sales funnel. 

1. Use OtterPilot for Sales

During sales calls, it’s difficult to stay present while jotting down critical information. OtterPilot for Sales has your back. This AI meeting assistant automatically transcribes conversations, summarizes, captures customized Sales Insights, generates action items, and drafts any content you’d like based on your call like follow-up emails or, you guessed it, a sales call report. This ensures you captureall the relevant details and save time doing it. Stay organized and efficient with Otter. 

2. Build a sales call report template

Report templates streamline your documentation, helping you remember all the vital details like the date and time, a call summary, and client insights. Using consistent templates helps salespeople quickly create reports that are easy to analyze at a glance, providing a clear overview of all conversations. Plus, consistent formatting helps sales leaders identify patterns and empower their sales team more easily. 

3. Treat sales call tracking as a continuous process

Sales leaders understand that call tracking is an integral part of closing deals. And that means sales reps shouldn’t treat reporting like an optional task. 

Instead, teach your sales team to include them in a continuous sales process. Each report should support the entire sales strategy, providing ongoing performance analysis and insights about where each prospect sits in the sales funnel. 

4. Analyze and review report examples regularly

Sales reports for closed deals are still valuable. Use insights from successful sales to spot performance trends and improvements, allowing sales reps to improve their strategies and tactics for future calls.  

Make every call count with OtterPilot for Sales

Every sales call provides key insights that shape your next move. By optimizing your call report process with OtterPilot for Sales, you make sure important details are never overlooked. 

OtterPilot for Sales is an AI-powered tool specifically made for sales professionals, empowering you with automated call notes, customized Sales Insights that automatically sync to your preferred CRM system, and content like email follow-ups. Book a demo today.