Bloodletting cures illnesses. The sun revolves around the Earth, which, by the way, happens to be flat. Handwashing is unnecessary for doctors. Mental illness is a moral failure. Left-handedness should be corrected.<\/p>\n
These are but a few examples of conventional wisdom that for centuries were widely accepted as irrefutable truth.<\/p>\n
Lorenzo Bizzi knows a thing or two about debunking \u201ctruth.\u201d<\/p>\n
In his book, \u201cMyths vs. Science of Selling,\u201d Bizzi, professor of strategic management at Cal State Fullerton\u2019s College of Business and Economics, examines more than two-dozen elements involving sales, the process of turning interest into revenue through value exchange.<\/p>\n
The book is composed of an engaging combination of data, unearthed through dogged research, and creative storytelling. Each chapter discusses a specific sales element, which includes such topics as goal setting, prospecting, ingratiation and listening tactics, empathy and much more.<\/p>\n
\u201cI wrote this book after reading other books on sales, which are simply incorrect. They\u2019re not backed by research,\u201d said Bizzi, whose work has been featured in such publications as The Financial Times, Inc. magazine\u201d and The Harvard Business Review, among many others. \u201cIn today\u2019s social-media environment, it\u2019s easy to have a voice, but people have to exaggerate to be heard. (The resulting) overinflated claims that are screamed out create a gap between what\u2019s really true and what people claim to be true.\u201d<\/p>\n
Bizzi\u2019s research, done over four years, involved scanning hundreds of books, reports and articles. \u201cIn doing this research, I compared the facts with what these other books were saying.\u201d Their claims simply didn\u2019t pass muster.<\/p>\n
While most business books are about as exciting as reviewing a stack of Excel spreadsheets, Bizzi\u2019s writing blends structured, left-brain research and right-brain creativity. Every chapter has four clearly delineated elements: The Myth, The Facts, The Logic and What To Do, as well as a helpful overview, Recommendation. Along with an intriguing tagline accompanying each chapter title, \u201cEach chapter begins with a story,\u201d Bizzi said. \u201cWhile the scientific backing in this book is something I\u2019m proud of \u2026 people relate to and remember stories much better than dry facts.\u201d<\/p>\n
Chapter 4, Sales Conversation, discusses two types of selling. One, rooted in decision outcome, brings in higher sales in the short term but is ultimately less effective. The other, focused on the decision process, is more honest and better over the long haul.<\/p>\n
\u201cThe classic technique focuses on the outcome of the sale,\u201d said Bizzi, who has been nominated twice, by two Cal State Fullerton presidents,\u00a0 for the Wang Family Excellence Award, which honors the top instructor in the Cal State University system. \u201cInstead, salespeople should focus on the process, with the goal of reducing buyer uncertainty about the product. Even if you don\u2019t close the sale, you increase the clarity of the buyer. And that\u2019s good.\u201d<\/p>\n
Seller\u2019s Attitude, the focus of Chapter 12, unpacks two forms of excitement that don\u2019t work, as well as one that does. Excitement rooted either in the seller\u2019s personality or used as a sales tactic is less effective. However, excitement about the given sales situation can reap benefits for both seller and buyer.<\/p>\n
\u201cExcitement about the situation is different,\u201d Bizzi said. \u201cThat\u2019s about the sales process itself, the presentation that you\u2019re making when you\u2019re talking with the buyer about the product. When sellers display excitement about the context of the situation they\u2019re in with the buyer, the buyer perceives that sellers are anticipating that the sale will go well. \u2026 Thus, the buyer tends to believe the seller is credible and trustworthy.\u201d<\/p>\n
In Chapter 17, Casual Conversations, Bizzi emphasizes storytelling, an effective element used throughout his book. \u201cFacts and data alone are boring,\u201d Bizzi said. \u201cSellers start with a story because it provides an emotional salience that creates a connection. They bring in the facts only after they build a story. However, storytelling must not be a replacement for the facts; it must be combined with facts. Combining emotions and rationality creates the most powerful impact.\u201d<\/p>\n
One essential factor that sets \u201cMyths vs. Science of Selling\u201d apart from other sales books is that it tackles the subject from a variety of angles. \u201cMost sales books say, \u2018Do this one thing, and you\u2019ll be successful.\u2019 This is the essence of exaggeration,\u201d Bizzi said. \u201cThat\u2019s why sales professionals are encouraged to look at all of the elements covered in my book. \u2026 If there\u2019s one single thing I\u2019d like to tell salespeople, it\u2019s this: There is not one single thing that they need to do in order to achieve success. There are many elements involved. That\u2019s a core point of my book.\u201d<\/p>\n
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