Lance Tyson

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Lance Tyson (born November 26, 1969) is an American businessman, author, sales trainer, and President and CEO of Tyson Group, which provide sales training, coaching, and consulting for world-renown brands like the Dallas Cowboys, Eli Lilly, Topgolf, and Madison Square Garden.[1]. Tyson is known for his high-energy sales presentations and buyer-focused methodology, demonstrated in his first book, Selling is an Away Game: Close Business and Compete in a Complex World[2][3](published in 2018). He is a regular contributor to Forbes and Fast Company magazines[4][3]

Early Life

Lance Tyson was born in Norristown, Pennsylvania and attended Pottsgrove High School, from which he graduated in 1988. Tyson went on to study at Penn State University and Thomas Edison State College in New Jersey, where he received a degree in History.

Tyson has spent a lifetime in sales. He's worked as a restaurant waiter, owned a not-so-successful import-export business, delivered newspapers, set sales appointments to supply medical materials to colleges and laboratories, and sold everything from vacuums to radio advertisements early in his career.[5]. Since the age of twenty-five, Tyson has been onstage at least twice a week, delivering sales presentations to crowds of 10 to 10,000[6].

Career

In January of 1995, he joined Dale Carnegie, a leader in professional training programs, where he moved his way up the ranks and eventually acquired franchise ownership of the Cleveland, Columbus, and Cincinnati, Ohio marketplaces, in addition to that of Indianapolis, Indiana[6]. Under his leadership, Tyson built the largest Dale Carnegie sales operation in the Western hemisphere[7].

During his stint with Dale Carnegie, Tyson got his foot in the door with sales coaching for professional sports teams when he offered his services to the Philadelphia Eagles in exchange for game tickets. That small move was about to pay off in a big way. In 2010, Tyson divested his shares of the Carnegie franchises and launched his own sales training and lead generation company, PRSPX[6]. Then, when he relocated his office to Dublin, Ohio, Tyson learned his contact at the Eagles had become part of the executive team for the Cleveland Cavaliers. Before long, the world champion NBA franchise was a client[8]. In time, Tyson transitioned from trainer, to partner, to key business adviser for such clients as Cleveland Cavaliers, Columbus Blue Jackets, and dozens of other professional sports teams[9].

Later in 2010, when the New York Yankees and Dallas Cowboys formed Legends Hospitality Management, Lance and PRSPX were selected as the training arm of the organization. PRSPX went on to expand training delivery to the Cleveland Browns, Boston Red Sox, San Francisco 49ers, Tampa Bay Lightning, and Miami Dolphins, among others. Additionally, Lance and PRSPX trained the internal sales teams across several other industries, including insurance/benefits, hospitality, and technology[10].

Tyson Group

With the success of PRSPX, and upon considering what unique skill set he and his team were most successful in delivering to clients, Lance narrowed his focus to specialize in sales training. So in 2018, Lance rebranded his company to Tyson Group. In short order, his coaching, consulting, and sales training company was named one of SellingPower’s Top 20 sales training companies for 2018, 2019, 2020, 2021, and 2022[11]. In addition, Tyson Group was named to the Watch List by Training Industry as one of the Top 20 Sales Training Companies of 2020, received the Gold Stevie Award® for Sales and Customer Service in 2022[12], and won the 7th Annual Best in Business Globee Award in 2022[13]. Today, Tyson Group conducts over 100 workshops annually and serves some of the world’s biggest brands, including the Dallas Cowboys, New York Yankees, Eli Lilly, Fenway Sports Management, Topgolf, and Madison Square Garden.

Bibliography

As of November 2022, Lance Tyson has written three bestselling sales books, including a #1 Wall Street Journal and USA Today bestseller[3][14]

  • Selling is an Away Game: Close Business and Compete in a Complex World (2018). Advantage Media Group. ISBN 978-1599329000
  • Igniting Sales EQ: Driving Sales Confidence During Uncertainty (2020). Independently Published. ISBN 979-8669986476
  • The Human Sales Factor: The Human-to-Human Equation for Connecting, Persuading, and Closing the Deal (2022). Morgan James Publishing. ‎ ISBN 1631957910

References

  1. ↑ Chapman, Tim; Pickford, Lynn; Smith, Tony (2020-04-22), "You as Coach, Your Inner Coach", Coaching Winning Sales Teams (Emerald Publishing Limited): pp. 21–41, http://dx.doi.org/10.1108/978-1-78973-487-420201003, retrieved 2022-11-27 
  2. ↑ Tyson, Lance (2018). Selling is an away game : close business and compete in a complex world. Charleston, South Carolina. ISBN 978-1-59932-900-0. OCLC 1047728956. https://www.worldcat.org/oclc/1047728956. 
  3. ↑ 3.0 3.1 3.2 Views, Cio (2022-10-11). "Lance Tyson: Crafting a Winning Legacy of Sales Leadership" (in en-US). https://cioviews.com/lance-tyson-crafting-a-winning-legacy-of-sales-leadership/. 
  4. ↑ Tyson, Lance. "Council Post: A Quitter’s Market: 3 Reasons Your Sales Team May Be Vulnerable" (in en). https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2022/09/26/a-quitters-market-3-reasons-your-sales-team-may-be-vulnerable/. 
  5. ↑ "45139, 1885-10-16, PARSONS (Geo. M.), Columbus (Ohio)". http://dx.doi.org/10.1163/2210-7886_asc-45139. 
  6. ↑ 6.0 6.1 6.2 "Authority Magazine Winter Online | FlowPaper". https://flowpaper.com/publication-disabled/?path=79420770/AuthorityMagazineWinterOnline/. 
  7. ↑ "Interview with Lance Tyson, CEO of Tyson Group – Executive Interviews" (in en-US). http://www.executive-interviews.com/interview-with-lance-tyson-ceo-of-tyson-group/. 
  8. ↑ Lovelace, Craig. "Innovation Spotlight: PRSPX" (in en-US). https://www.columbusceo.com/story/business/2017/05/12/innovation-spotlight-prspx/21042270007/. 
  9. ↑ "Lance Tyson | ALSD". https://alsd.com/content/lance-tyson. 
  10. ↑ "Plugged In: Lance Tyson" (in en). https://www.sportsbusinessjournal.com/Journal/Issues/2017/07/10/People-and-Pop-Culture/Plugged-In.aspx. 
  11. ↑ "Tyson Group Named to Selling Power Magazine's Top Sales Training Companies 2022 List" (in en-US). https://www.yahoo.com/now/tyson-group-named-selling-power-143500335.html. 
  12. ↑ Newswire, P. R. (2022-05-12). "Tyson Group Wins Gold Stevie® Award in 2022 Stevie Awards for Sales & Customer Service" (in en-US). https://martech360.com/customer-experience/tyson-group-wins-gold-stevie-award-in-2022-stevie-awards-for-sales-customer-service/. 
  13. ↑ "Tyson Group Wins Globee® in the 7th Annual 2022 American Best in Business Awards" (in en-US). https://www.yahoo.com/entertainment/tyson-group-wins-globee-7th-142600451.html. 
  14. ↑ PRNewswire. "New Wall Street Journal Bestseller Highlights How Human Error Crushes Brand Equity and How to Correct It" (in English). https://www.benzinga.com/node/26149898. 
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