Make This One Simple Shift In Your Sales Process To Improve Your Close Rate
You’ve been there.
A sales call goes great – good energy, clear pain points, maybe even a few laughs. The prospect seems engaged and interested. You follow up with the quote, confident it’s a fit…
And then? Nothing.
If you’ve ever dealt with radio silence after sending a quote, or lost a deal to someone offering a cheaper price, you know how frustrating it is to feel like your value got ignored.
And if you’re trying to shorten the sales cycle, improve conversions, or stop chasing price-only buyers, something has to change.
Here’s the truth:
You can’t win the quote if you haven’t won the connection.
Before a prospect buys your service, they have to believe you understand their world – their problems, their goals, and what success looks like to them.
That’s where the Recap Memo comes in – a simple, strategic move that turns your quote from a cold document into a conversation that continues.
What Is a Recap Memo?
A Recap Memo is a short, personalized summary that gets sent after a sales call and before the formal quote. It’s written in plain language and captures what the prospect said – their challenges, goals, and what a successful outcome looks like from their point of view.
Think of it like a written reflection of the conversation – a way to show, “I heard you.”
It’s not a sales pitch. It’s not a brochure. It’s a simple, clear memo that says:
- Here’s what we talked about.
- Here’s what I heard matters to you.
- Here’s how we’re thinking about solving it.
Then, when the proposal follows, it’s not landing cold. It’s landing in context.
Why Do Most Quotes Fall Flat?
Most sales quotes don’t fail because of the pricing. They fail because they feel like every other vendor’s.
Instead of reinforcing what the buyer said on the call, many proposals jump straight into details about the company – its process, its promise, its people. The quote ends up feeling like a boilerplate sales document, not a thoughtful solution.
And when that happens, two things are almost guaranteed:
- The buyer tunes out. Especially if they’re looking at multiple quotes. Yours becomes just another set of numbers.
- The buyer forgets. Even if the call went well, the minute the quote lands in their inbox, your conversation starts fading. And if they weren’t the decision-maker, your message is now in someone else’s hands – with no context.
The result? You’re competing on price, not value. And you lose control of the story.
How the Recap Memo Changes the Game
The Recap Memo shifts the quote from being a transaction to feeling like a continuation of a conversation.
When a prospect reads a memo that reflects their frustrations, goals, and specific situation – in their own language – it immediately builds trust. It shows that you were paying attention. It reminds them why they took the call in the first place. And it gives the quote more meaning than just a price tag.
Even in situations where the buyer is moving quickly or juggling multiple options, a Recap Memo can do what no bullet point or pricing grid can:
Make them feel understood.
That emotional connection gives your quote an advantage. It says, “We’re not just another vendor. We get it.”
And when the quote includes that memo as the first page? It’s a powerful setup. Instead of diving straight into pricing, the prospect gets a clear reminder of what they said matters most – and why this solution fits.
What Should a Strong Recap Memo Include?
A good Recap Memo doesn’t need to be long – but it does need to be thoughtful. It should sound like it was written for the person reading it… because it was.
Here’s what a strong Recap Memo typically includes:
1. A short introduction
Open with something personal but professional. Reference the call, thank them for their time, and set the tone.
Example:
“Thanks again for taking the time to speak earlier. I wanted to send over a quick summary to make sure I captured everything accurately before we move into the quoting process.”
2. Pain points and frustrations
Use their own language to reflect what they’re struggling with. Be specific – show that you were listening.
Example:
“You mentioned payroll delays that have caused late deposits and trust issues with drivers.”
3. Their definition of success
Summarize how they’ll measure a win. This helps shift the conversation from features to outcomes.
Example:
“Success for your team looks like on-time payroll, proactive support, and no more surprises.”
4. A preview of how you’ll help
Not a hard pitch – just a hint at the direction you’re going. You’re not quoting yet; you’re building alignment.
Example:
“Based on what you shared, we have a clear path to help – and I’ll outline that in the proposal that follows.”
Used correctly, the Recap Memo becomes a mirror: it reflects back the buyer’s world, clearly and confidently, before offering a solution.
How the Recap Memo Helps in the 3 Most Common Sales Scenarios
Not every quote situation is the same. In fact, most fall into one of three categories – and each one calls for a little strategic thinking. Here’s how the Recap Memo strengthens your position in all three.
1. The Unicorn
This is the rare one: a prospect who is the decision-maker, hasn’t talked to other vendors, and is ready to move forward. It doesn’t happen often – but when it does, it’s easy to assume the deal is a lock.
The Recap Memo helps keep it that way.
Even with a ready buyer, the memo reinforces alignment and shows professionalism. It gives them something concrete to reference and helps you avoid assumptions. If they feel truly understood, your proposal will feel like a tailored solution – not just another quote.
2. The Competitive Quote
This is more common. You’re one of several vendors being considered. The buyer may have already received other quotes or is planning to.
If your proposal looks like the others – just a price and a feature list – you’re inviting a race to the bottom.
The Recap Memo changes that. It adds context, empathy, and insight. It tells the buyer, “We heard you. We understand you.” That’s often the deciding factor when other quotes are just numbers on a page.
Even if your price is higher, the value becomes more believable – because you’ve shown that your solution is rooted in what they said matters.
3. The Hunter-Gatherer
This is when you’re not talking to the actual decision-maker. You’re speaking with someone who has been tasked with collecting quotes and passing them along.
You may never be in the room – but the Recap Memo can be.
It helps the person you’re speaking with look good and makes their job easier. When they share your proposal internally, the decision-maker doesn’t just see pricing. They see a clear, professional summary of the conversation – pain points, goals, and a preview of the solution.
That context gives your quote an edge – especially when it’s sitting next to others that are just spreadsheets or one-pagers.
Where the Recap Memo Fits in the Sales Process
Timing is key.
The Recap Memo should be sent soon after your initial sales conversation – ideally the same day. It doesn’t replace your proposal or quote; it sets the stage for it.
Here’s how to position it in the flow:
1. First, send the Recap Memo on its own.
This shows respect for the process and gives the prospect a moment to reflect before pricing comes into play. It also gives them a chance to correct or add to what you captured – which only strengthens your follow-up.
2. Then, include the memo as the first page of your proposal.
When the quote arrives, it won’t feel like a cold document. It’ll feel like a continuation of the conversation they already started with you.
3. And finally, keep the proposal customer-first.
Build the proposal around what they care about: challenges, success measures, outcomes. Then add pricing. Then add your company info.
When the Recap Memo leads, and the proposal follows their story – not yours – the entire experience feels more aligned, more professional, and more valuable.
Using AI Tools to Make Your Memo Stronger
If you’ve recorded your sales call – especially using a tool like Fireflies, Gong, or another transcription platform – you have a major advantage.
Instead of relying on memory or scattered notes, you can use AI tools like ChatGPT to help pull out key insights from the conversation. This can make your Recap Memo more accurate, more specific, and a lot faster to produce.
Here’s how to use it:
- Step 1: Transcribe the call using your recording tool
- Step 2: Paste the transcript into ChatGPT and prompt it with something like:
“Summarize the key pain points, goals, and any success indicators mentioned in this call.” - Step 3: Use those takeaways as the backbone of your memo
You still need to review and personalize what’s generated, but the heavy lifting is done for you. And instead of spending 30 minutes rewriting notes, you can draft something clear and tailored in a fraction of the time.
The result? A faster, sharper, and more authentic memo – with less risk of forgetting the details that matter most.
Why This Small Shift Can Change Everything
The Recap Memo may seem like a small extra step, but it’s a quiet game-changer.
It builds trust.
It creates clarity.
And it helps your proposal stand out – especially when you’re not in the room to explain it.
In a world where buyers are busy, distracted, and often comparing multiple vendors, the ability to say, “Here’s what I heard – and here’s how we can help,” makes a lasting impression.
For sales teams, this simple shift leads to:
- Shorter sales cycles
- Higher close rates
- Fewer dead-end leads
- And more confident conversations
It’s not about writing more. It’s about connecting better.
And when you do that, the quote doesn’t just show up – it sticks.