Against The Sales Odds

Hosted by Lance Tyson

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Episodes

105

Latest episode

Sep 2026

Language

EN-US

About the show

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've developed 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 an 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!

Listen to episodes

60 recent

September 29, 2026Episode 847 min

From Selling Tickets To Selling Experiences: Dan Rosenthal On Building High-Value Sales Teams

What does it take to build a career in sports sales—and turn premium tickets into unforgettable experiences? In this episode of Against the Sales Odds, Lance Tyson sits down with Dan Rosenthal , Executive Vice President, Property Sales & Experiences at Elevate , to discuss his journey through the Cleveland Cavaliers, New York Yankees, Madison Square Garden, NFL On Location, and beyond. Dan shares how his sales philosophy evolved from activity and persistence to building relationships, understanding the customer’s business, and adapting his approach. They also explore leadership across different organizational cultures, building sales teams from the ground up, and the growing value of experiential hospitality. In this episode: • Building a career across NBA, MLB, NFL and entertainment • Evolving from scripts to authentic sales conversations • Selling to B2B decision-makers • Building and restructuring sales teams • Leadership and culture across different organizations • The rise of premium experiential hospitality • Lessons from NFL On Location and major global events • Dan’s “inbox-first” approach to staying accountable and responsive Tune in for a candid conversation about leadership, sales, adaptability, and what it really takes to build teams that perform. Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/sales-training/open-enrollment-programs/ Check out Lance's Bestseller Books: The Human Sales Factor - https://www.tysongroup.com/sales-resources/books/ Selling is an Away Game - https://www.tysongroup.com/sales-resources/books/ Download our playbooks: https://www.tysongroup.com/sales-resources/sales-playbooks/ Get in touch : https://www.tysongroup.com/contact-us/ 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://podcasts.apple.com/us/podcast/against-the-sales-odds/id1602260518

September 2, 2026Episode 734 min

The Playbook For High-Performance Sales: Jentry Mullins On Leadership, Accountability & Adaptability

What does it take to build a high-performing sales organization in an industry that’s constantly changing? In this episode of Against the Sales Odds, Lance Tyson sits down with Jentry Mullins , who leads ticket sales and service across the Brooklyn Sports & Entertainment properties. Jentry shares the lessons that shaped his journey from applying to 163 sports industry jobs to leading a 78-person sales and service organization. He breaks down why process, structure, activity, and accountability remain the foundation of predictable sales performance—and how those principles evolve as teams and leaders scale. From rebuilding teams to developing leaders, Jentry offers practical insights on creating a sales culture that can perform today while staying ready for what’s next. In this episode, you’ll hear about: Building predictable results through process and structure Leading and scaling high-performance sales teams Balancing radical candor with genuine care for people Creating cultures built on accountability and coachability Adapting to AI and changing buyer behavior Moving from passive selling to actively creating demand The power of continuous learning and marginal gains Lessons from a career spanning multiple professional sports organizations Tune in for a candid conversation about leadership, sales, adaptability, and what it really takes to build teams that perform. Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment Check out Lance's Bestseller Books: The Human Sales Factor - https://www.tysongroup.com/sales-resources/books/ Selling is an Away Game - https://www.tysongroup.com/sales-resources/books/ Download our playbooks: https://www.tysongroup.com/sales-resources/sales-playbooks/ Get in touch : https://www.tysongroup.com/contact-us/ 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://podcasts.apple.com/us/podcast/against-the-sales-odds/id1602260518

August 17, 2026Episode 652 min

When The Odds Are Against You: Taylor Laurer On Leadership, Change & Resilience

What does it take to lead through uncertainty, rebuild teams, and keep people motivated when the odds are stacked against you? In this episode of Against the Sales Odds, Lance Tyson sits down with Taylor Laurer, Senior Vice President of Ticketing & Premium for the Washington Commanders, to discuss a career shaped by resilience, adaptability, and leadership under pressure. From navigating LeBron James' departure from Cleveland and leading through the Browns' most challenging seasons to managing operations during the COVID-19 pandemic and helping transform one of the NFL's most storied franchises, Taylor shares the lessons she's learned from leading during moments of constant change. Whether you're leading a sales organization, managing a team, or looking to grow as a leader, this conversation offers practical insights on navigating challenges and performing when it matters most. 🎧 Tune in to hear why the best leaders don't wait for perfect conditions—they learn to succeed against the sales odds. Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment Check out Lance's Bestseller Books: The Human Sales Factor - https://www.tysongroup.com/sales-resources/books/ Selling is an Away Game - https://www.tysongroup.com/sales-resources/books/ Download our playbooks: https://www.tysongroup.com/sales-resources/sales-playbooks/ Get in touch : https://www.tysongroup.com/contact-us/ 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://podcasts.apple.com/us/podcast/against-the-sales-odds/id1602260518

August 3, 2026Episode 550 min

How Great Sales Leaders Remove Obstacles, Not Just Close Deals With Colin Cook

What does it take to lead sales for some of the biggest stadiums, sports franchises, and entertainment venues in the world? In this episode of Against the Sales Odds, Lance Tyson sits down with Colin Cook , Executive Vice President of Sales at Legends Global , to explore the leadership principles that have shaped his journey—from serving as an Army officer to leading a global sales organization of more than 350 professionals. Colin shares the story behind Legends' work on iconic venues like SoFi Stadium, Mercedes-Benz Stadium, Allegiant Stadium, and the new Buffalo Bills stadium, while offering practical lessons on consultative selling, building resilient teams, and leading through disruption. Together, they discuss: Colin's unconventional path from the military to sports sales How Legends creates world-class fan and client experiences Leading major stadium projects through the uncertainty of COVID-19 Why transparency, empathy, and adaptability are essential leadership skills How buyer expectations are changing across generations The mindset every young sales professional should develop to succeed Whether you're leading a sales team, managing change, or looking to elevate your leadership game, this conversation is packed with real-world insights from one of the most respected leaders in sports business. 🎙️ Listen now and discover why the best leaders focus on removing obstacles—not creating them. Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment Check out Lance's Bestseller Books: The Human Sales Factor - https://www.tysongroup.com/sales-resources/books/ Selling is an Away Game - https://www.tysongroup.com/sales-resources/books/ Download our playbooks: https://www.tysongroup.com/sales-resources/sales-playbooks/ Get in touch : https://www.tysongroup.com/contact-us/ 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://podcasts.apple.com/us/podcast/against-the-sales-odds/id1602260518

July 9, 20269 min

Insights: The Cycle Sales Teams Get Stuck In

Missed targets lead to more pressure. More pressure leads to rushed conversations. Rushed conversations lead to fewer wins. And before long, the entire team is working harder but getting worse results. In this short Insights episode of Against the Sales Odds, Lance Tyson and Victor Bilgen , Vice President, Diagnostic Solutions, Tyson Group, break down the cycle that keeps sales teams from reaching their potential and shares practical ways sales leaders can interrupt it before it becomes the norm. If your team feels busy but isn't making the progress it should, this episode is worth a listen. 👉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

June 19, 2026Episode 444 min

What It Takes to Lead Sales for World-Class Sports Properties

Few sales leaders manage a portfolio as complex as Randy Wills. As Vice President of Ticket Sales for the Miami Dolphins and Miami Open, he oversees ticket sales and revenue strategy across multiple world-class properties, including NFL games, tennis, international soccer matches, concerts, and other marquee events hosted at Hard Rock Stadium. In this episode of Against The Sales Odds, Lance Tyson sits down with Randy to trace his path from Michigan to the global stage of sports sales. Their conversation unpacks what it takes to build and scale high-performing sales teams, design fan experiences that translate across markets and cultures, and lead through the pressure that comes with selling at this level. Randy also shares the perspective he's earned along the way on what real success looks like, and why getting there requires more than ambition. 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 Tyson Group: https://www.tysongroup.com/contact-us/ Follow Lance on 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

May 21, 2026Episode 344 min

Culture, Structure, and Process: What Builds High-Performing Sales Teams

In this episode of Against the Sales Odds , Lance Tyson sits down with Jared Kozinn, Deputy AD | Chief Revenue & Marketing Officer at Michigan State University Athletics , to unpack what it takes to build sales organizations that win. Jared traces his path from law school graduate to one of the most respected revenue executives in sports, with stops at the St. Louis Blues, Kansas City Royals, San Francisco 49ers, Milwaukee Brewers, Detroit Lions, Arizona Coyotes, and Pittsburgh Pirates along the way. The conversation moves between the boardroom and the locker room, focused on a single question: what actually drives sustainable performance? Lance and Jared dig into: Why culture, structure, and process are the foundation of every high-performing sales team How sports organizations have evolved into sophisticated revenue businesses What it takes to build consultative, value-driven sales teams The strategies behind premium sales, sponsorship growth, and venue revenue optimization Leadership lessons learned through adversity, change, and mentorship The changing landscape of college athletics and what it means for revenue leaders Whether you work in sports, sales, or leadership, this episode offers practical insights on building teams, driving revenue, and leading through change. 👉 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 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.

April 26, 2026Episode 249 min

Win The Deal Without Losing The Margin: Inside Complex Sales & Leadership With Jerry Cifarelli

What does it take to win in high-stakes, multi-layered sales environments? Lance Tyson and Jerry Cifarelli unpack the realities of long sales cycles, navigating competing stakeholders, and leading empowered teams that drive profitable growth. This episode is a masterclass in modern sales leadership, authenticity, and building relationships that last beyond the deal. 👉 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

April 2, 2026Episode 140 min

Sales Methodology Vs. Sales Process: The Costly Mistake Most Sales Teams Make With Dr. Adam Rapp

Most sales organizations think they have a sales methodology. In reality, they’re operating with a mix of disconnected tactics, and it’s costing them. In this episode, Lance Tyson sits down with Dr. Adam Rapp, Vice President of Research Integration at Tyson Group, to unpack the critical difference between sales methodology and sales process and why confusing the two leads to inconsistent performance, poor adoption, and missed revenue. You’ll learn how to clearly define each, align your team around the right framework, and build a system that actually drives results. 👉 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

February 9, 20268 min

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