Dr. Lorenzo Bizzi is a professor of strategic management at Cal State Fullerton, globally published researcher, and author of Myths vs. Science of Selling — a book that challenges some of the most popular (but unproven) sales advice circulating in the industry today.

In this episode, we dig into the difference between what sounds good in sales and what actually works. Dr. Bizzi shares research-backed insights that turn conventional wisdom on its head — including why being liked by customers doesn’t necessarily lead to more wins, how emotional empathy can actually hurt performance, and why active listening isn’t enough unless it leads to problem clarity for the buyer.

If you’re tired of fluffy sales advice and want to get sharper about what really moves the needle, this episode is for you. Expect a refreshingly honest, practical conversation bridging the gap between research and real-world selling.

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Connect with Lorenzo on LinkedIn: https://www.linkedin.com/in/lorenzo-bizzi-0b0a4711/

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Get Lorenzo's Book Myths vs. Science of Selling here