Lance Tyson, President and CEO, Tyson Group
Lance Tyson is the Founder, President, and CEO of Tyson Group, an award-winning sales training and consulting firm known for driving predictable revenue growth through sales effectiveness. With over 30 years of experience as a sales negotiator, strategist, and consultant, he has built Tyson Group into a trusted partner for executive teams at some of the world’s most iconic brands, including the Dallas Cowboys, Turner Construction, and Aurora Material Solutions.
A #1 Wall Street Journal and USA Today bestselling author, Lance is the author of Selling Is an Away Game and The Human Sales Factor, and he has built his reputation by helping leaders align their sales strategies with bold growth goals and equipping teams to win in high-stakes, competitive environments. He spearheaded the development of Tyson Group’s proprietary Sales Team Science® diagnostic that empowers leaders to achieve predictable revenue growth by optimizing sales effectiveness across seven critical elements: Leadership, Management, Talent, Process, Methodology, Enablement, and Measurement.
Under Lance’s leadership, Tyson Group has earned four consecutive placements on the Inc. 5000 Fastest Growing Companies list and multi-year recognition from Training Industry, Selling Power, and the Globee Awards as a top sales training company. His integration of AI-powered coaching through Sagey AI has further solidified Tyson Group’s position as a market leader in sales training and development.
A dynamic speaker and thought leader, Lance’s insights have been featured in Forbes, Fast Company, Sports Business Journal, and Selling Power. At his core, he is passionate about developing leaders and professionals who can think strategically, sell effectively, and execute at the highest level.
About Tyson Group, a Top Sales Training Company
Tyson Group is an award-winning sales training and consulting firm that helps organizations drive predictable revenue growth by optimizing sales effectiveness. Through our proprietary Sales Team Science™ diagnostic, we combine sales assessments, sales training, coaching, and consulting services to deliver measurable performance outcomes. We’ve been named to the Inc. 5000 list four times, recognized by Selling Power and Training Industry as a Top Sales Training Company, and honored with Stevie® and Globee® Awards. Tyson Group partners with leading organizations including Aurora Material Solutions, Turner Construction, Johnstone Supply, Dallas Cowboys, Dave & Busters, Topgolf, Legends, and works with more than half of all NFL, NBA, and MLB teams.
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