Mike Lander - Trust Over Relationship: A New Approach to B2B Sales

Why do deals stall even when your pipeline looks strong? In this episode of SaaS Fuel, Jeff Mains sits down with Mike Lander—former procurement director, dealmaker of over $500M in contracts, and now a sought-after negotiation strategist. Together, they unpack why focusing on buyer risk is the secret to closing more SaaS deals with less friction. You’ll learn:How to build trust by focusing on the buyer’s world—not your pitch.Why most sales fail due to qualification, not presentation.How to work fewer opportunities but close more deals.When to walk away from RFPs—and why that’s a win. Key Takeaways 00:00 – Why focusing on you kills trust with buyers   00:27 – Welcome to SaaS Fuel with Jeff Mains   01:15 – Your pipeline isn’t broken—your qualification might be   02:00 – The new sales equation: trust, credibility, risk reduction   03:27 – Guest intro: Mike Lander and $500M in deal experience   06:13 – Where discounting goes wrong   10:56 – Why buyers choose safe over best   14:03 – Risk perception and the value equation   16:18 – Myths salespeople believe about procurement   18:04 – “Procurement is where deals go to die” – and why that’s false   30:23 – Mike’s framework for working fewer, better deals   35:32 – The hidden dangers of RFPs   46:00 – Can AI replace salespeople? Where humans still matter   51:13 – Will AI negotiate against AI?   52:06 – Where to learn more about Mike   53:01 – What’s coming next on SaaS Fuel Tweetable Quotes “The more you focus on your deal, the less the buyer trusts you.” – Mike Lander “Want to close more? Qualify better. The pipeline’s not broken—your filters are.” – Jeff Mains “Risk trumps ROI in the buyer's mind. Reduce risk, increase value.” – Mike Lander “Buyers don’t want persuasion. They want sleep.” – Jeff Mains “Procurement isn’t the end of a deal—it’s the beginning of alignment.” – Mike Lander “If AI handles the process, humans better handle the purpose.” – Jeff MainsSaaS Leadership LessonsTrust isn't built on your product—it's built on understanding the buyer’s risk.Qualification problems—not sales problems—are why most deals stall.The best sellers help buyers sleep at night, not just buy faster.Procurement isn't the enemy—it’s your hidden advantage if you understand their framework.Saying “no” to bad-fit RFPs leads to higher win rates.Even with AI in sales, human insight into motivation and value remains irreplaceable. Guest Resources Email - mike@piscari.com Website - https://piscari.com/ LinkedIn - https://www.linkedin.com/in/mikelander/Episode Sponsor Small Fish, Big Pond – https://smallfishbigpond.com/ Use the promo code ‘SaaSFuel’ Champion Leadership Group – https://championleadership.com/SaaS Fuel Resources Website - <a href="https://championleadership.com/" rel="noopener noreferrer"...