Against The Sales Odds

Lance Tyson

Sales is a high-stakes team sport, and without the proper guidance, you might find yourself asking, "Do I have the right strategy to close this deal" "How do I reach the next level in my career?" Don't let this be you! Whether you're a solopreneur, a start-up, a C-Suite executive, or just starting, Against the Sales Odds with Lance Tyson is your roadmap through the world of complex sales. Join me, Lance Tyson, and influential business leaders from various industries for in-depth discussions on entrepreneurship, business challenges, and strategies from their unique perspectives. Discover the philosophies and methodologies that drive success as these incredible guests reveal how they develop leadership styles, create self-sustaining sales cultures, and hone the skills necessary to thrive in today's dynamic business environment. With decades of experience, I've seen firsthand what it takes to succeed. As Founder, President, and CEO of Tyson Group, I'vI'veovided tailored training and consulting services to powerhouses like the Dallas Cowboys, the New York Yankees, and Turner Construction, driving billions in revenue. My expertise spans other industries, including technology, logistics, finance, healthcare, construction, real estate, manufacturing, healthcare, and more. Tyson Group has been recognized as a Top Sales Training Company by Selling Power Magazine for the past three years. It has twice been named The Sales Consulting Practice of the Year by the Stevie Awards and has also been recognized as a 2023 Inc. 5000 organization. I aim to help business leaders increase sales, hit revenue quotas, and seal complex deals. I have authored three best-selling books with a fourth on the way, solidifying my place as a thought leader in the sales world. Reaching the next level in your career requires passion, effort, skill, and resources. Through my long sales-consulting career and the fascinating experiences of my guests, Against the Sales Odds creates an essential playbook for businesspeople of different acumens everywhere. Listen to our informative conversations and transform your doubts into confidence, building an ever-growing, profitable business. Tune in to Against the Sales Odds with Lance Tyson at https://www.tysongroup.com/podcast. Embrace the opportunity and become the business leaders of your dreams today!

  1. In-Sights: You Don’t Need To Like Your Buyers To Win The Deal

    FEB 9 · BONUS

    In-Sights: You Don’t Need To Like Your Buyers To Win The Deal

    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

    8 min
  2. In-Sights: You Are The First Sale

    JAN 29 · BONUS

    In-Sights: You Are The First Sale

    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

    8 min
  3. In-Sights: Selling Is An Away Game

    11/28/2025 · BONUS

    In-Sights: Selling Is An Away Game

    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.

    7 min
  4. Leading With Curiosity: Ryan Norys On Sales, Leadership, And Success

    11/10/2025

    Leading With Curiosity: Ryan Norys On Sales, Leadership, And Success

    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

    41 min
  5. In-Sights: The First Sales Process

    09/27/2025 · BONUS

    In-Sights: The First Sales Process

    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

    9 min
  6. Building Championship Culture: Leadership & Growth With Mike Tomon Of The Houston Texans

    09/16/2025

    Building Championship Culture: Leadership & Growth With Mike Tomon Of The Houston Texans

    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 organizationRebuilding culture and productivity in challenging marketsLessons from global growth at Legends and premium revenue strategies at AEGPreparing 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#thehumansalesfactorSelling 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

    44 min
  7. In-sights: Simple Is Genius

    08/25/2025 · BONUS

    In-sights: Simple Is Genius

    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

    9 min
5
out of 5
10 Ratings

About

Sales is a high-stakes team sport, and without the proper guidance, you might find yourself asking, "Do I have the right strategy to close this deal" "How do I reach the next level in my career?" Don't let this be you! Whether you're a solopreneur, a start-up, a C-Suite executive, or just starting, Against the Sales Odds with Lance Tyson is your roadmap through the world of complex sales. Join me, Lance Tyson, and influential business leaders from various industries for in-depth discussions on entrepreneurship, business challenges, and strategies from their unique perspectives. Discover the philosophies and methodologies that drive success as these incredible guests reveal how they develop leadership styles, create self-sustaining sales cultures, and hone the skills necessary to thrive in today's dynamic business environment. With decades of experience, I've seen firsthand what it takes to succeed. As Founder, President, and CEO of Tyson Group, I'vI'veovided tailored training and consulting services to powerhouses like the Dallas Cowboys, the New York Yankees, and Turner Construction, driving billions in revenue. My expertise spans other industries, including technology, logistics, finance, healthcare, construction, real estate, manufacturing, healthcare, and more. Tyson Group has been recognized as a Top Sales Training Company by Selling Power Magazine for the past three years. It has twice been named The Sales Consulting Practice of the Year by the Stevie Awards and has also been recognized as a 2023 Inc. 5000 organization. I aim to help business leaders increase sales, hit revenue quotas, and seal complex deals. I have authored three best-selling books with a fourth on the way, solidifying my place as a thought leader in the sales world. Reaching the next level in your career requires passion, effort, skill, and resources. Through my long sales-consulting career and the fascinating experiences of my guests, Against the Sales Odds creates an essential playbook for businesspeople of different acumens everywhere. Listen to our informative conversations and transform your doubts into confidence, building an ever-growing, profitable business. Tune in to Against the Sales Odds with Lance Tyson at https://www.tysongroup.com/podcast. Embrace the opportunity and become the business leaders of your dreams today!