Many sellers use mutual action plans as a process tool, but buyers ignore plans they didn’t help create. 

In this episode, Brandon breaks down why MAPs fail when they’re generic and seller-driven, and what buyers actually need: clarity, risk reduction, and a real path to a decision. He shares the five milestones buyers care about, how to co-author the plan live on the call, and the importance of putting dates on every step.

You’ll learn how to build MAPs that create momentum, keep control without sounding pushy, and prevent deals from slipping into “we’ll get back to you.” 

If your deals keep stalling after “great calls,” this is the fix.