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.

Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment

Check out Lance's Bestseller Books:

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

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

Download our playbooks: https://www.tysongroup.com/sales-playbooks

Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7K

Subscribe to our Newsletter: https://tysongroup.com/#weeklynewsletter

Follow Lance across Social Media:

LinkedIn - https://www.linkedin.com/in/lancetyson/

Instagram - https://www.instagram.com/lance_tyson_1/

X - https://x.com/lancetyson

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

Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast

In this short In-Sights episode of Against the Sales Odds, Lance Tyson breaks down a simple but often overlooked truth: you are the first sale. From mindset and confidence to credibility and belief, how you show up determines how others respond. If you’re struggling to influence, persuade, or move deals forward, the issue may not be your pitch — it may be what buyers are picking up before you even speak. A quick listen with a powerful reminder: sales always starts with you.

👉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.

Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment

Check out Lance's Bestseller Books:

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

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

Download our playbooks: https://www.tysongroup.com/sales-playbooks

Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7K

Subscribe to our Newsletter: https://tysongroup.com/#weeklynewsletter

Follow Lance across Social Media:

LinkedIn - https://www.linkedin.com/in/lancetyson/

Instagram - https://www.instagram.com/lance_tyson_1/

X - https://x.com/lancetyson

Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast

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

Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast

In this episode of In-Sights, Lance Tyson breaks down one of the core principles behind high-performance selling: selling is an away game. Most salespeople prepare as if the game is played on their terms. But the truth is, every deal is won or lost on the buyer’s field — their needs, their environment, their rules, and their buying process. Lance unpacks what it really means to step into the buyer’s world, how top sellers adapt their approach, and why mastering the “away game” mindset leads to more trust, stronger conversations, and better outcomes.

👉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.

Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment

Check out Lance's Bestseller Books:

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

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

Download our playbooks: https://www.tysongroup.com/sales-playbooks

Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7K

Subscribe to our Newsletter: https://tysongroup.com/#weeklynewsletter

Follow Lance across Social Media:

LinkedIn - https://www.linkedin.com/in/lancetyson/

Instagram - https://www.instagram.com/lance_tyson_1/

X - https://x.com/lancetyson

Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast

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

In this episode, Lance Tyson sits down with Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, to uncover what it takes to build and lead a world-class sales organization in one of football’s most iconic clubs.

Ryan shares his journey across different organizations, the lessons learned from early challenges, and how he developed a sales philosophy grounded in integrity, curiosity, and continuous learning. He opens up about leading a high-performing team with heart, navigating his transition to Tottenham Hotspur, and driving remarkable commercial revenue growth for the club.

Whether you’re a sales leader or just starting your career, Ryan’s insights on leadership, culture, and success will leave you inspired to elevate your own game.

Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment

Check out Lance's Bestseller Books:

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

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

Download our playbooks: https://www.tysongroup.com/sales-playbooks

Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7K

Subscribe to our Newsletter: https://tysongroup.com/#weeklynewsletter

Follow Lance across Social Media:

LinkedIn - https://www.linkedin.com/in/lancetyson/

Instagram - https://www.instagram.com/lance_tyson_1/

X - https://x.com/lancetyson

Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast

In this In-Sights episode of Against the Sales Odds, Lance breaks down one of the most common traps in sales — buying signals. Too often, salespeople jump in with what they think instead of paying attention to what the buyer is signaling. Lance explains how to identify real buying cues, when to speak, and when to step back — so every conversation moves you closer to a close.

👉 Tune in now and rediscover why the first steps in sales are the most powerful.

Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment

Check out Lance's Bestseller Books:

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

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

Download our playbooks: https://www.tysongroup.com/sales-playbooks

Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7K

Subscribe to our Newsletter: https://tysongroup.com/#weeklynewsletter

Follow Lance across Social Media:

LinkedIn - https://www.linkedin.com/in/lancetyson/

Instagram - https://www.instagram.com/lance_tyson_1/

X - https://x.com/lancetyson

Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast

In this episode of Against the Sales Odds, Lance Tyson breaks down the very first sales process — the foundation every deal is built on. Too often, sales is overcomplicated with jargon, shortcuts, and “hacks.” But at its core, sales is a simple game of following the basics. Lance shares how top performers win not by reinventing the wheel, but by executing the fundamentals with consistency: building trust, asking the right questions, and moving prospects through a proven process. Whether you’re a new rep or a seasoned leader, this episode is a reminder that success in sales doesn’t come from complexity — it comes from discipline, clarity, and sticking to the process.

👉 Tune in now and rediscover why the first steps in sales are the most powerful.

Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment

Check out Lance's Bestseller Books:

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

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

Download our playbooks: https://www.tysongroup.com/sales-playbooks

Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7K

Subscribe to our Newsletter: https://tysongroup.com/#weeklynewsletter

Follow Lance across Social Media:

LinkedIn - https://www.linkedin.com/in/lancetyson/

Instagram - https://www.instagram.com/lance_tyson_1/

X - https://x.com/lancetyson

Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast

In this episode, Lance Tyson sits down with Mike Tomon, President of the Houston Texans, to explore what it takes to lead a world-class sports organization on and off the field.

Mike shares how his role spans sales, marketing, community impact, legal, HR, communications, data, event operations, and guest experience—all with one goal: enabling the Texans to deliver the best product on game day.

From his early start at IMG and sales stints with the Cleveland Cavaliers, Phoenix Suns, and Charlotte Bobcats to senior roles at AEG and Legends, Mike’s career is a masterclass in building teams, scaling organizations, and navigating transformative moments.

Key insights include:

• Crafting a clear vision, alignment, and communication across every level of an organization
• Rebuilding culture and productivity in challenging markets
• Lessons from global growth at Legends and premium revenue strategies at AEG
• Preparing for the Texans’ next chapter, including future facilities and fan experience

Whether you’re in sports, sales, or leadership, Mike’s journey is packed with practical wisdom on building strong teams, scaling with intention, and staying authentic as a leader.

Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment

Check out Lance's Bestseller Books:

• The Human Sales Factor - https://tysongroup.com/books#thehumansalesfactor
• Selling is an Away Game - https://tysongroup.com/books#sellingisanawaygame

Download our playbooks: https://www.tysongroup.com/sales-playbooks

Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7K

Subscribe to our Newsletter: https://tysongroup.com/#weeklynewsletter

Follow Lance across Social Media:

LinkedIn - https://www.linkedin.com/in/lancetyson/

Instagram - https://www.instagram.com/lance_tyson_1/

X - https://x.com/lancetyson

Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast

In this episode of In-Sights, Lance Tyson breaks down one of the most overlooked truths in sales: simplicity sells. Drawing from years of sales training experience, Lance reveals why overcomplicating your pitch can stall momentum — and how stripping it down to the essentials can actually move the deal across the finish line faster.

From crafting clear value statements to avoiding information overload, you’ll learn practical ways to make your sales conversations sharper, more memorable, and more effective. Whether you’re a seasoned pro or new to the game, this episode will challenge you to simplify your approach and watch your close rates rise.

Lance is the bestselling author of Selling Is An Away Game and The Human Sales Factor. 


Check out Lance's Bestseller Books:

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

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


Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment 


Download our playbooks: https://www.tysongroup.com/sales-playbooks 


Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7K 



Subscribe to our Newsletter: https://tysongroup.com/#weeklynewsletter 



Follow Lance across Social Media: 


LinkedIn - https://www.linkedin.com/in/lancetyson/ 


Instagram - https://www.instagram.com/lance_tyson_1/

X - https://x.com/lancetyson 



Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast