Episode 286

286 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 Mains

SaaS Leadership Lessons

Trust 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.