What does it take to score big in sales? Most salespeople turn to the conventional wisdom of industry insiders and pros.
But Cal State Fullerton College of Business and Economics Management Professor Lorenzo Bizzi said academic research often paints a different picture of what’s needed in sales.
“Nowadays, especially on social media, people tend to use exaggerations, inflate their claims and recommend sensational tactics to get their voices heard. These strategies are very appealing, but unfortunately, they often don’t work,” said Bizzi.
Because academics don’t make exaggerated claims and often speak in difficult to understand or boring language, they are less likely to be heard, despite recommendations based on hard evidence.
With the goal of making academic sales research understandable and digestible, Bizzi wrote his 2024 book, “Myths vs. Science of Selling: When Research Reveals the Opposite of Common Belief.”
“I tried to translate research findings into accessible, simple, direct and practical recommendations for the business community,” he said. “You are free to disagree with the research and prefer popular advice. But what matters is that you get stimulated, so that you can reflect on what works and what doesn’t.”
Read more about Bizzi’s newest book in CSUF Business News.