A mutual or joint action plan outlines concrete next steps and timing commitments that both the customer and sales representative agree to undertake in order to advance a potential deal or opportunity forward. It provides clarity for both parties and maintains momentum through defined actions and accountability.

Tracking progress against the agreed upon milestone goals enables making any necessary timing adjustments based on changing needs as sales opportunities evolve. A mutual plan increases likelihood of gaining concession from buyers by structuring their participation.

Collaborative planning ensures the defined path ultimately leads to a win-win deal, not just the seller's preferences. However, skillful sellers guide shaping the plan in a direction favoring their solution. Ongoing buyer cooperation signals relationships conducive to finalizing negotiations.

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