About this episode
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:
