Against The Sales Odds

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

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

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

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

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

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

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.

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

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

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