The Human Sales Factor Book

Lance Tyson’s the Human Sales Factor Reaches Number One on WSJ Best Seller’s List

New Wall Street Journal Bestselling Book Highlights How Human Error is Crushing Big Brands’ Equity, Causing Consumer and Employee Fall-Out


DUBLIN, OH The Human Sales Factor: The Human-to-Human Equation for Connecting, Persuading, and Closing the Deal by Lance Tyson, Founder of Tyson Group, is now a #1 Wall Street Journal and USA Today bestseller. This book hits a nerve with senior leaders by highlighting how humans can positively or negatively manipulate any outcome using specific soft sales techniques. Evidence of this pops up in news feeds almost daily.

Two fantastic examples currently in the headlines (for all the wrong reasons) are Elizabeth Holmes, disgraced founder of Theranos, and Anna Delvey, subject of the Netflix mini-series Inventing Anna. Both women defrauded companies out of millions using their laser-sharp interpersonal skills—the dark side of persuasion and influence. The same techniques that were used by these women are coveted by social media influencers to hock big brand products to unsuspecting followers.

In another instance, we see how human-to-human sales techniques are being used by big brands to right wrongs—as with the Better.com situation. In December, founder Vishal Garg was lambasted on the internet after a Zoom call recording surfaced on social media where he informed all 900 workers who were present on the call they were ‘part of the unlucky group that is being laid off’ – effective immediately. The feedback was instant, negative, and far-reaching.

“I own the decision to do the layoffs, but in communicating it I blundered the execution,” Mr. Garg wrote in a letter posted on Better.com’s website in December. “In doing so, I embarrassed you.”

So when Better.com announced another round of layoffs, CFO and interim president Kevin Ryan—who is trained in human-to-human sales techniques—posted a letter to the website that said Better.com employees would be contacted directly by the company’s leadership team.

“We are doing everything possible to personally reach all employees whose jobs will be eliminated to discuss this with them first,” Mr. Ryan said.

While not the best circumstances, it is an admirable change in actions—and a prime example of using the human sales factor.

Tyson Group has seen a boon in business during the pandemic, as companies invest in training people to use human-to-human soft skills and sales techniques in employee encounters, customer interactions, during crises, and even in raising capital.

The book offers an innovative and unique perspective on sales, based on the idea that success depends not only on technical skills but also on human qualities such as empathy and intuition. Tyson’s methodology has won him widespread acclaim, as a multi-year winner of gold Selling Power awards and Stevie Awards.

Tyson Group is an industry frontrunner in sales training and development with clients spanning the pro-sports world, agriculture, financial, and hospitality industries. Tyson Group has billed thousands of sales training hours as businesses raced to recover from two steady years of costly roadblocks.

“The process that Lance shares in this book has been the driver of over $5 billion in acquisitions for new NFL stadium projects we have partnered on in Dallas, San Francisco, Atlanta, Los Angeles, and Las Vegas.” comments, says Mike Ondrejko, President of Global Sales, Legends.

Charlie Fusco, founder of TGC Worldwide who represents Lance Tyson states, “What Lance teaches people is not about how to sell more widgets. He makes the connection between emotional intelligence, deep connection, and building honest conversations that lead to win-win scenarios whether in business, personal relationships, politics, or in times of crisis.”

Connecting and persuading are no longer soft skills. They are fundamental skills that can help attract investors, sell products, build brands, inspire teams, and trigger movements.

Lance Tyson is available for interviews. Contact Audrey Donegan at audrey@tgcworldwide.com

The Human Sales Factor: The Human-to-Human Equation for Connecting, Persuading, and Closing the Deal

  • Publisher‏: ‎ Morgan James Publishing
  • Publication date‏: ‎ February 8, 2022
  • ISBN: 978-1631957918
  • Price: $24.95

About Lance Tyson

Over the past two decades, Lance Tyson has followed his passion for developing strong business leaders and their salespeople by tapping into his natural ability to connect with people and foster an environment for learning and coaching.

As owner, President, and CEO of Tyson Group, Lance facilitates, trains, and conducts over one hundred workshops annually in areas such as performance management, leadership, sales, sales management, customer service, and team building.

In 2002, Lance took over several Dale Carnegie Training operations in the Midwest. He started with Cleveland, then rolled up to Columbus, and eventually took over the Cincinnati and Indianapolis marketplaces. Under Lance’s leadership, these marketplaces experienced 230% growth to become the largest Dale Carnegie Training operation. In 2010, Lance sold his interest in Dale Carnegie and formed PRSPX in Dublin, Ohio, to help clients build an effective sales ecosystem. PRSPX has been restructured as Tyson Group in order to provide services to assess sales teams, diagnose their needs, and equip them to be better salespeople and leaders. Lance now focuses on the mission of Tyson Group: to coach, train, and consult with sales leaders and their teams to compete in a complex world.

Lance currently lives in Dublin, OH with his wife and three kids.

 About TGC Worldwide

Globally, TGC Worldwide represents game-changers, innovators, impact-driven, and unique voices that matter. For additional information, please visit TGCWorldwide.com