Against The Sales Odds

Hosted by Lance Tyson

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Episodes

Latest episode

May 2026

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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'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!

Listen to episodes

60 recent

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 teamHow sports organizations have evolved into sophisticated revenue businessesWhat it takes to build consultative, value-driven sales teamsThe strategies behind premium sales, sponsorship growth, and venue revenue optimizationLeadership lessons learned through adversity, change, and mentorshipThe changing landscape of college athletics and what it means for revenue leadersWhether 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/openenrollmentCheck out Lance's Bestseller Books:The Human Sales Factor - https://tysongroup.com/books#thehumansalesfactorSelling is an Away Game - https://tysongroup.com/books#sellingisanawaygameDownload our playbooks: https://www.tysongroup.com/sales-playbooksSchedule a call with one of Tyson Group's member: https://bit.ly/41YJW7KFollow 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/openenrollmentCheck out Lance's Bestseller Books:The Human Sales Factor - https://tysongroup.com/books#thehumansalesfactorSelling is an Away Game - https://tysongroup.com/books#sellingisanawaygameDownload our playbooks: https://www.tysongroup.com/sales-playbooks Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7KSubscribe 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/openenrollmentCheck out Lance's Bestseller Books:The Human Sales Factor - https://tysongroup.com/books#thehumansalesfactorSelling is an Away Game - https://tysongroup.com/books#sellingisanawaygameDownload our playbooks: https://www.tysongroup.com/sales-playbooks Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7KSubscribe 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#thehumansalesfactorSelling is an Away Game - https://tysongroup.com/books#sellingisanawaygameDownload our playbooks: https://www.tysongroup.com/sales-playbooksSchedule a call with one of Tyson Group's member: https://bit.ly/41YJW7KSubscribe 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

January 29, 20267 min

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#thehumansalesfactorSelling is an Away Game - https://tysongroup.com/books#sellingisanawaygameDownload 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

November 28, 20257 min

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/openenrollmentCheck out Lance's Bestseller Books:The Human Sales Factor - https://tysongroup.com/books#thehumansalesfactorSelling is an Away Game - https://tysongroup.com/books#sellingisanawaygameDownload our playbooks: https://www.tysongroup.com/sales-playbooks Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7KSubscribe 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.

November 10, 2025Episode 641 min

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#thehumansalesfactorSelling is an Away Game - https://tysongroup.com/books#sellingisanawaygameDownload 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

October 27, 20255 min

In-Sights: Start Reading the Buying Signals

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#thehumansalesfactorSelling is an Away Game - https://tysongroup.com/books#sellingisanawaygameDownload our playbooks: https://www.tysongroup.com/sales-playbooksSchedule a call with one of Tyson Group's member: https://bit.ly/41YJW7KSubscribe 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

September 27, 20259 min

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/openenrollmentCheck out Lance's Bestseller Books:The Human Sales Factor - https://tysongroup.com/books#thehumansalesfactorSelling is an Away Game - https://tysongroup.com/books#sellingisanawaygameDownload our playbooks: https://www.tysongroup.com/sales-playbooks Schedule a call with one of Tyson Group's member: https://bit.ly/41YJW7KSubscribe 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

September 16, 2025Episode 543 min

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