Forget 'needs analysis' – it’s all about opportunity-based sales. In this episode, Lance Tyson tackles why salespeople often dodge new business conversations. He reveals how to reframe pitches as 'nitrous oxide' for brands, not just fulfilling needs. Discover the real goal of that first meeting (hint: it's not closing the deal) and how 'tactical spends' can be your Trojan Horse to bigger wins. We're diving into why sales meetings often get stuck on existing business and how to shift that focus back to landing those fresh opportunities.

Lance is the bestselling author of Selling Is An Away Game and The Human Sales Factor. 



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 



Check out Tyson Group's Open Enrollment Programs: https://www.tysongroup.com/openenrollment 


Download our playbooks: https://www.tysongroup.com/sales-playbooks 



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Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast

Love the show? Subscribe, rate, review, and share! https://www.tysongroup.com/podcast