A #1 Wall Street Journal and USA Today Best-selling author, Lance Tyson is the president and CEO of Tyson Group, an Inc. 5000, award-winning, high-performance sales training and consulting firm. Over the past two decades, Lance has followed his passion for developing strong business leaders and salespeople by tapping into his natural ability to connect with others and foster an environment for learning and coaching. With more than thirty years as an expert sales negotiator and persuasion consultant for major brands including the Dallas Cowboys, Eli Lilly, Madison Square Garden, Fenway Sports Management, Mercer, Turner Construction, New York Yankees, Boston Red Sox, and the San Francisco 49ers, Lance specializes in generating measurable results due to his evidence-based approach to the subtleties—and the power—of the human-to-human connection. As the trusted advisor to numerous executive management teams, he has had the privilege of consulting on complex negotiation strategies for multibillion-dollar naming rights and sponsorship deals for some of the nation’s most prominent organizations. Lance is a highly sought-after thought leader whose writings are regularly featured in Forbes, Fast Company, and Selling Power. His best-selling books include The Human Sales Factor and Igniting Sales EQ. Lance resides in Dublin, Ohio, with his wife and three sons.