Selling into banks isn’t like selling anywhere else. Risk-averse buyers. Long sales cycles. Endless stakeholder approvals.

In this SaaS Fuel episode, Jeff Mains sits down with Stacy Bishop, founder of Selling FinTech, to unpack how SaaS and fintech founders can navigate the complexities of selling to highly regulated industries like banking and financial services.

You’ll learn how to overcome pricing objections, how to make your buyer the hero (not the guinea pig), and how to build trust in an environment where nobody wants to take risks.

If you’ve ever heard “Not right now” from a bank, this episode will change how you sell forever.

00:00 - Don’t prejudge customers based on size

01:16 - What’s harder than building fintech? Selling it to banks

02:12 - Why selling to banks is a whole different game

03:15 - Recap: Rahul Pangam & Patricia Fripp

04:03 - Meet Stacy Bishop of Selling FinTech

05:37 - Why Stacy helps founders sell to banks

06:50 - What founders underestimate about banking sales

08:17 - Fast fintech vs. slow banks

09:18 - Building trust in regulated industries

11:27 - How to de-risk the deal

13:00 - Pricing integrity: lead with value, not discounts

16:28 - The problem with “list price”

18:13 - Discounts kill trust—here’s why

21:16 - Collaborative negotiation: both sides win

23:55 - Making the buyer the hero of the deal

28:01 - The real risk: personal, not just business

29:01 - Repeatable fintech sales framework

34:03 - How to map buying committees and champions

38:00 - Selling in a slow-moving market—what works

41:21 - One tip for founders pitching banks this quarter

46:05 - Tactical changes to improve close rates now

48:30 - What’s the future of fintech sales?

“Stop second-guessing what customers can afford. Lead with your value.” — Stacy Bishop

“If you’re offering a 60% discount… your value is probably fake.” — Jeff Mains

“Discounting doesn’t build trust. It destroys it.” — Stacy Bishop

“Make your buyer the hero, not the guinea pig.” — Stacy Bishop

“Selling to banks is about trust, not speed.” — Jeff Mains

“A collaborative deal is the only deal that lasts.” — Stacy Bishop

Never assume who can or can’t afford you.

Lead with value and pricing confidence—don’t self-disqualify prospects.

Discounting damages trust.

Huge price drops signal you don’t even believe in your own value.

The buyer isn’t just a buyer—they’re the hero of the deal.

Make them look good to their team, board, and leadership.

De-risking isn’t optional—it’s the strategy.

Address risk upfront to keep the deal moving forward.

Selling into banks is relationship-first, not feature-first.

Understand the people, not just the product requirements.

Slow cycles require fast clarity.

Clear messaging, champion enablement, and proactive objection handling speed things up in a slow-moving market.

Email - stbishop0220@gmail.com

Website - http://www.stacybishop.com/

LinkedIn - https://www.linkedin.com/in/stacybishop

Small Fish, Big Pond –