Lorenzo Bizzi

Lorenzo Bizzi, a Professor at Cal State Fullerton and author of Myths vs. Science of Selling, reveals groundbreaking insights into effective sales discovery. He emphasizes that buyer uncertainty hinders deals and that traditional tactics often worsen this issue. Instead of rigid questions, he champions a simple yet powerful inquiry: 'Tell me what’s going on with your team?' This approach fosters clarity and trust, allowing buyers to articulate their needs. Bizzi also discusses the evolving role of empathy and trust in sales, marking a shift from outdated techniques.

Lorenzo Bizzi, a researcher and author, spent four years diving into the science of sales, challenging common myths in his book, Myth vs Science of Selling. He discusses how data-driven research can significantly enhance sales outcomes. Lorenzo reveals that organization trumps likability in B2B sales, emphasizes the importance of helping buyers diagnose their problems, and clarifies when excitement can genuinely drive sales versus when it falls flat. Balance in customer orientation is key, as is focusing on long-term mindset growth for sustainable success.