How should sellers diagnose buyer problems?

Can research-backed data really help you sell better? My guest, Lorenzo Bizzi, author of Myth vs. Science of Selling, spent four years studying what actually drives sales success. In this episode, he uncovers the gap between popular sales advice and what the data reveals, sharing practical insights you can start applying right away to close more deals and lead more effectively.

Meet Lorenzo Bizzi

·  Lorenzo Bizzi, Ph.D., is the author of Myths vs. Science of Selling: When Research Reveals the Opposite of Common Belief. 

·  Professor of business at California State University, Fullerton, he has helped over one hundred businesses increase their sales, taught in programs in 18 countries, trained over 100 CEOs, has spoken as a distinguished speaker at major international events, and has been cited over 1,000 times, in academic and popular press, such as the Financial Times, Harvard Business Review, Inc. Magazine and many others.

Debunking Popular Sales Myths

·  Lorenzo’s research highlights several common misconceptions in sales, such as the overemphasis on likability. 

·  Contrary to what many gurus suggest, traits like agreeableness and warmth do not have a significant impact on sales performance—especially in B2B environments. 

·  Instead, the data shows that buyers value organization and conscientiousness over charm. 

·  Lorenzo emphasizes that being organized not only builds trust but also showcases reliability, which reassures buyers and helps close deals.

The Right Kind of Excitement and Care

·  Another key finding: not all excitement is created equal. While feigned excitement falls flat, genuine enthusiasm shown when presenting real value or solving client problems can be powerful. 

·  Also, customer orientation works best in moderation. Salespeople who focus too heavily on caring for each client can neglect crucial prospecting activities, which ultimately hampers performance.

Tactical Insights: What to Say and How to Say It

·  Lorenzo shares research-backed advice on specific tactics:

o  Openings like "How are you?" are less effective than asking for permission or using more thoughtful, personalized introductions.

o  Personal disclosures help connection, but too much isn’t necessary.

o  Exaggerated adjectives or humor should match the buyer’s mood—scripted or forced approaches usually backfire.

The Power of Self-Improvement and Mindset

·  Lorenzo explains that the most transformative advice isn’t about quick tactics, but about developing the right mindset. 

·  Focusing on continual growth, reflecting on what works, and becoming a true master of problem-solving makes the greatest long-term impact. 

·  Sales leaders should encourage team members to assess tactics, debate what works, and find intrinsic motivation.

Practical Advice for Sales Leaders

·  For sales leaders, Lorenzo advises a blend of tactical training and deeper coaching.

·  Rather than dictating actions, foster a culture of questioning, reflection, and personal growth. This helps team members internalize new practices and truly elevate their game.

“What will truly make an impact and allow you to succeed in sales is the way you approach problems and reduce uncertainty for your buyer.” - Lorenzo Bizzi.

Resources

Find his book, “Myth Versus Science of Selling,” on Amazon and visit his website, lorenzobizzi.com, for ongoing updates and additional tactics. He is also available on LinkedIn for connection and further discussion.

Sponsorship Offers

1.  This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

2.  This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

3.  This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.

Credits

As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.