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 Bizzi also discusses the evolving role of empathy and trust in sales, marking a shift from outdated techniques.