Turn sales calls into next month's content

Key takeaways

Content ideas from sales calls are the closest thing to a buyer telling you what to post. After each call, the salesperson notes one objection, one question and one phrase the buyer used. Before planning, take the top three of each and turn them into posts. These posts answer doubts before the next buyer has to ask.

• 3 notes per call: one objection, one question, one buyer phrase.
• Objections make strong posts: answer them before they are raised.
• Use the buyer's own words in captions and hooks.
• Never share anything that identifies the prospect.

What should you note from a sales call?

Note three things: the main objection (price, timing, trust, 'we tried this before'), the question that took longest to answer, and one phrase the buyer used to describe their problem. Thirty seconds after the call is enough. Add them to the customer question log or a shared note the calendar owner checks before planning.

• How to build a monthly social media content calendar
• A customer question log that feeds the calendar

How do objections become posts?

Answer each common objection in a post before buyers raise it. 'Is it worth the money?' becomes a post on what the work prevents or saves. 'We tried an agency before' becomes a post on how you work differently. Pair the answer with proof, such as a review or a finished job, so it is not just a claim.

• Answer buyer objections in your social media content
• How to share testimonials on social media properly

Why use the buyer's own words?

Because buyers recognise their own problem faster when it is described in their language, and that language is also what they type into search. If prospects say 'our phones ring off the hook and nobody answers', use that line in a caption, not 'improve call handling capacity'.

• How to write social media captions that sell

What must stay out of the posts?

Anything that identifies the prospect: their name, company, sector detail that narrows it down, or figures they shared in confidence. Generalise the point: 'a lot of firms we speak to say…' is fine; a story recognisable to the buyer is not. Treat call notes as personal data and keep them in your normal business systems.

• GDPR and social media marketing in the UK

When does this not work?

It does not work if the business has few sales conversations, such as an online shop, or if the sales team never passes notes on. In the first case, use reviews and messages instead. In the second, make it a single line in the sales process, not a request to remember.

What does this look like in practice?

A pattern in B2B and professional services: the same price objection comes up on most calls, and the social media posts are about company news. Turning the objection into a short series, answered with examples, usually means prospects arrive at calls with the doubt already answered.

• See client work
• Social Media Marketing for UK businesses

Sales call content checklist

• Note one objection, one question and one phrase per call.
• Add them to a shared log.
• Turn the top three objections into posts.
• Use the buyer's own words.
• Remove anything that identifies the prospect.

• Plan the month around the hours you really have
• When to plan next month's social media

Next step

Ask whoever handles sales for the three objections they heard most last month. Each one is a post for next month.