Lance Tyson, President & CEO of the Tyson Group, teaches us some of the things he has learned in a long career of teaching professional sports franchises how to sell. Considering that these businesses are selling something that their customers don’t need, but want to buy, it presents some interesting challenges. Lance believes that culture is the key to creating an environment where the motivated can succeed. He has found his greatest success by ensuring that the sales leaders are always trained first, and then they need sales reps who are determined to win their individual games.