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Are your favorite sales tactics actually ruining your close rate?
Discover why the most popular sales advice might be completely wrong when put to the test of real science.
In this episode of the Sales Show, Simon Severino sits down with Professor Lorenzo Bizzi to uncover the actual data behind B2B sales success. Drawing from four years of research and his new book, Myths Versus Science of Selling, Professor Bizzi reveals what happens when you compare popular sales hearsay against the actual behaviors of hundreds of thousands of salespeople.
In this video, you will learn:
The Prospecting Paradox: Why using traditional conversational "hooks" to make it difficult for prospects to say "no" actually backfires and creates resistance. Learn why you should make it easier for them to decline or withdraw from the conversation to build comfort.
The Real Reason People Don't Buy: Buyers don't resist because they don't understand your product's benefits—they resist because they feel uncertain and unsafe. Discover how your primary goal as a salesperson is to shift a buyer from "I think" to "I am sure" by acting as an agent of clarity.
How to Cure Call Anxiety: Discover how simplifying your approach not only reduces buyer resistance but also prevents the rude rejections that cause high turnover and call anxiety in sales teams.
The Only Influence Tactic That Works Early On: Why asking "how have you been?" has limited effectiveness, and why establishing immediate social proof is the most powerful way to buy five minutes of a prospect's time.
Building Decade-Long Partnerships: Forget the Wagu steaks and golf games. Inspired by the legendary partnership of Warren Buffett and Charlie Munger, learn how acting like a consultant to solve root-cause problems—even if it means reviewing alternative solutions outside of your own product—is the ultimate trust builder.
Why "Truth Doesn't Sell": Understand the core philosophy that while exaggerated claims and beautiful stories capture attention, only data-backed truth makes you sell.
Whether you are struggling with how to prospect, how to follow up, or how to get a meeting with a decision-maker, this episode provides the scientific data you need to lower buyer uncertainty and close more deals.
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SIMON SEVERINO
Simon Severino is the founder of Strategy Sprints, based in Vienna. 2,400+ B2B founders have gone through his sales acceleration programs. Before that, he coached 2,000+ teams, including Google, BMW and Airbus. Author of "Strategy Sprints" (2022) and "Time Freedom" (2026) with Jay Abraham. Competitive rower. Father of 3.
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