Unlocking Sales Growth by Doing Less, Not More with Mike Lander
If you're in sales or business development, you’ve probably felt the pressure to do more - more outreach, more pitches, more leads. But what if the key to growth was actually doing less? That’s the core idea behind Mike Lander’s (CEO of Piscari) recent BD Matters masterclass, where he shared insights from both his procurement and sales experience to help agencies and consultancies win more business with a smarter, more focused approach.
Sales vs. Business Development: What’s the difference?
Before diving into the heart of the masterclass, Mike challenged attendees to consider the distinction between sales and business development. While often used interchangeably, they often focus on different timelines:
Sales is often focused around short-term revenue generation—hitting targets, closing deals, and meeting quotas.
Business Development (BD) is often about long-term strategic growth—nurturing partnerships, understanding the market dynamics, and creating opportunities that may take time to materialize.
The reality? You need both. The skill is balancing immediate wins with long-term pipeline building.
The harsh truth about B2B buying
Mike painted a stark but realistic picture of today’s B2B buying landscape:
95% of your prospects aren’t ready to buy right now. This means timing is everything, and your focus should be on building trust before they need you.
Buyers are risk-averse. Many decision-makers would rather maintain the status quo than take a chance on something new, especially if failure could cost them their job.
Personalisation is expected. Generic sales pitches won’t cut it. Buyers want tailored messaging, relevant insights, and a clear demonstration of value.
Winning more by focusing on less
One of Mike’s biggest takeaways was that volume doesn’t equal success. In fact, spreading yourself too thin can be counterproductive. Instead, he recommends:
Qualifying out early - Top-performing firms qualify out 30-40% of opportunities, allowing them to focus on the best-fit clients.
Focusing on high-value deals - Chasing low-margin, high-effort work drains resources and lowers morale. Instead, identify and pursue fewer, but more strategic, opportunities.
Influencing the buying process - Instead of responding blindly to RFPs or client briefs, find ways to shape the client’s thinking. Ask insightful questions, challenge their assumptions, and guide them towards a better solution. Mike has seen this work in action with many clients over the last 12 months with significant commercial benefits.
The power of trust and differentiation
Building trust is essential, and Mike introduced the Trust Equation as a framework for strengthening relationships with prospects: (Credibility + Reliability + Relationship) / Self-Interest
Credibility - Are you a thought leader? Do you have proven expertise?
Reliability - Do you do what you say you’ll do?
Relationship - Are you relatable and easy to engage with?
Self-Interest - If buyers sense you’re more focused on your gain than theirs, trust will erode.
A key takeaway? Trust isn’t built by pushing for the sale - it’s built by understanding the client’s needs and genuinely helping them, even if that means telling them they don’t need your services right now.
How to win more competitive pitches
Mike emphasised that the best suppliers don’t just answer RFPs - they influence them. When responding to a brief:
Challenge the client’s thinking - offer insights they hadn’t considered.
Demonstrate ROI - show the measurable value you bring.
Be memorable - clients rarely pick the cheapest option; they pick the one they trust the most and have confidence in delivering a lot of value.
Key actions you can take now
Map your pipeline using the Kraljic Matrix -identify where you’re spending your efforts and shift focus to strategic, high-value opportunities.
Improve your qualification process - if you’re not qualifying out at least 30% of opportunities, you might be chasing the wrong leads.
Build relationships with procurement teams early - don’t wait until an RFP drops. Engage with procurement professionals through industry events, content, and direct outreach.
Embrace a consultative sales model - the most successful salespeople are advisors, not product pushers.
Final thought: Less is more
The biggest lesson from Mike’s masterclass? Stop chasing everything. Instead, get laser-focused on the right opportunities, build trust, and become the go-to expert in your niche. By doing less, but doing it better, you’ll unlock real sales growth without burning yourself (or your team) out.
You can access Mike’s masterclass online and all our other amazing on-demand masterclasses when you sign up as a Youngling member via here.