The Science Behind Closing More Deals | Lorenzo Bizzi - 1938

What It Covers

Lorenzo Bizzi shares findings from four years of research comparing popular sales advice with scientific evidence, revealing that common recommendations about likability, excitement, and customer focus often contradict what data shows actually drives sales performance.

Key Questions Answered

• •Likability redefined: Buyers prefer organized salespeople over warm, gregarious ones. Conscientiousness—being mindful of time, reducing uncertainty, and providing clear information—builds trust more effectively than attempting to appear inspirational or overly friendly in B2B sales contexts.
• •Excitement timing matters: Display excitement while discussing product benefits and solving client problems, not as a general sales tactic. Anticipatory emotion shown during valuable insights builds trust, while stating you are excited without context signals inauthenticity that buyers detect immediately.
• •Problem discovery over benefits: Salespeople win deals during the discovery phase by helping buyers better understand their problems, not by explaining product benefits. Making buyers feel smarter about their challenges creates partnership dynamics that lead to stronger rapport and closed deals.
• •Customer orientation balance: Excessive customer focus correlates with lower sales performance because salespeople neglect prospecting when spending too much effort on individual clients. Moderate customer orientation performs best, as extreme focus on existing relationships reduces time spent on the difficult but essential prospecting activities.