Most salespeople are taught about relationship-building strategies. Top performers do something different. In this in-sights episode, Lance Tyson breaks down why rapport, not relationships, is the real driver of trust, momentum, and decisions in modern sales. You don’t need to like every buyer (or be liked by them) to win deals – you need relevance, credibility, and alignment. This episode challenges one of sales’ most common myths and offers a more practical, scalable way to connect with buyers without forcing chemistry.

👉If you're looking to elevate your selling strategy, shift your perspective, and compete where the decision actually happens, this episode is a must-listen.

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The Human Sales Factor - https://tysongroup.com/books#thehumansalesfactor

Selling is an Away Game - https://tysongroup.com/books#sellingisanawaygame

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🎧 Tune in as Lance shares the mindset, behaviors, and tactics that separate average reps from elite performers.

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