“Oh, yawn”, I hear you cry! Yes, pretty much, but writing a call report is a necessary tedium Account Managers endure to maintain superstar status. Here’s how to take some of the pain out of writing your next call report.
Notice how the report shifted from a boring admin task to a useful tool that will - just maybe - one day save your bacon? The pain of writing this type of report lessens if we understand just how useful the report can be.
How often have you sat in a meeting, not taking any minutes, then a couple of hours later have already forgotten what you needed to action? How about that meeting where there was back-and-forth debate, but you couldn't remember what the final decision was? Or the meeting where various people needed to action tasks but no one took notes - do you think they will remember what to do?
Call reports help to:
Call reports are also considered (in some countries) to be legal documents and can be called as evidence in court actions!
A call report for an agency Account Manager is somewhat different from a salesperson’s call report. A sales call report is usually for internal use only, has a strong CRM focus and is given to a team leader for review and pipeline planning. A cloud-based CRM system (such as Salesforce) is an efficient way to track sales-related calls, emails and meetings. If your Account Management role includes business development, then I suggest you use a purpose-built CRM system for your report records.
An Account Manager’s call report is more of a team and client-focused document. The report gets sent to all who attended your meeting as a record of discussion, decisions made and actions required. I prefer to use the term “meeting report” if the document is to be given to a client. “Call report” and “contact report” are sales-oriented, whereas “meeting report” is far more “client-friendly”.
Agency call reports usually include information such as:
A call report is most definitely not a transcript of the meeting. If you want others to actually read your report, then here are some tips on how to make the report digestible:
You may feel you need to add in a disclaimer to the end of your call report, such as:
This call/contact/meeting report will be deemed accurate after five business days from [date of report]. Any concerns or corrections are requested in writing.
Call reports. Yawn-worthy? Yes. A bacon-saver? Yes. Worth the tedium? Most definitely.
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