CSUF business professor debunks sales myths his new book

Published: Friday, January 30, 2026 at 4:46 pm

CSUF Professor Challenges Sales Myths in New Book

A new book by a CSUF business professor is challenging conventional wisdom in the sales industry. Lorenzo Bizzi, a professor of strategic management at Cal State Fullerton's College of Business and Economics, has released "Myths vs. Science of Selling," which debunks common sales tactics and offers a research-backed approach to turning interest into revenue.

Bizzi's book examines over two dozen elements of the sales process, including goal setting, prospecting, and empathy. The author spent four years researching the book, analyzing hundreds of books, reports, and articles to compare facts with common sales claims. Bizzi argues that many existing sales books are inaccurate and lack research-based evidence.

The book is structured with a unique blend of data and storytelling. Each chapter explores a specific sales element, presenting "The Myth," "The Facts," "The Logic," and "What To Do," along with a "Recommendation." Bizzi emphasizes the importance of storytelling to connect with buyers, but stresses that it should be combined with facts for maximum impact.

Key takeaways from the book include the importance of focusing on the sales process rather than solely on the outcome, and the effectiveness of situational excitement over personality-driven sales tactics. Bizzi also highlights the need for sales professionals to consider multiple elements for success, rather than relying on a single, oversimplified approach.

BNN's Perspective:

Bizzi's work offers a refreshing perspective on the sales industry, emphasizing the need for evidence-based practices and a more nuanced understanding of the sales process. The book's focus on combining data with storytelling is a smart approach, as it caters to both the analytical and emotional aspects of decision-making. This book could be a valuable resource for sales professionals seeking to improve their strategies and achieve sustainable success.

Keywords: sales, sales tactics, business, marketing, revenue, strategy, research, storytelling, buyer, seller, myths, science, professor, CSUF, business book, sales process, goal setting, prospecting, empathy, decision-making

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