Tyson Group launches Adaptive Selling sales training program

Tyson Group has launched Adaptive Selling™, a new flagship sales training program built around a six-stage process and a more flexible approach to buyer engagement. The program adds a certification path and arrives as the company plans a related book for late 2026 or early 2027.

Why it matters: - Tyson Group is betting that sales teams need a more flexible playbook as buyers become better informed and involve more stakeholders in purchasing decisions. - The program is designed to help sellers adjust in real time, which Tyson Group sees as a differentiator in a market where one-size-fits-all selling is losing effectiveness. - The new certification gives organizations and individual sellers a verified credential they can use as a public marker of sales proficiency.

What happened: - Tyson Group announced Adaptive Selling™, a new flagship sales training program, on June 25, 2026. - The program is built on a six-stage sales process: Connect, Evaluate, Diagnose, Prescribe, Dialogue and Close. - The company said the program reflects decades of research and partnerships with leading sales organizations. - Adaptive Selling is available both as a customized offering for sales organizations and through Tyson Group’s open enrollment options.

The details: - The six-stage process has defined Tyson Group’s approach since founder and CEO Lance Tyson published Selling is an Away Game. - Adaptive Selling expands that framework by training salespeople to adapt the process in real time based on each buyer’s needs. - Tyson Group said the concept was originally called Read Offense and was foundational to The Human Sales Factor, a bestseller that reached No. 1 on the Wall Street Journal and USA Today lists. - The new certification is offered through Tyson Group’s Credly digital badge program. - Participants who complete the program earn a verified credential that can be displayed on professional profiles. - Tyson Group said the credential is intended to serve as a recognized marker of proficiency for both organizations and individual sellers. - Dr. Adam Rapp, vice president of research integration at Tyson Group, said the company views effective sales methodology as an adaptive framework rather than a rigid process. - Tyson Group partners with organizations including Eli Lilly, Johnstone Supply, Dallas Cowboys, Topgolf and Legends. - Tyson Group said it works with more than half of all NFL, NBA and MLB teams. - Tyson Group has been named to the Inc. 5000 list three times and has been recognized by Selling Power and Training Industry as a Top Sales Training Company. - The firm has also received Stevie® and Globee® Awards.

Between the lines: - The launch extends Tyson Group’s long-running thesis that sales success depends on reading the buyer and adjusting in the moment. - The certification and digital badge add a credentialing layer that could help the company differentiate the program in a crowded sales training market. - The planned book suggests Tyson Group intends to turn Adaptive Selling into a broader platform, not just a standalone course.

What's next: - Tyson Group said a new book on Adaptive Selling is in development. - Publication is expected in late 2026 or early 2027. - Selling is an Away Game remains in print as the foundational text behind the framework. - Tyson Group will continue offering Adaptive Selling through both customized corporate delivery and open enrollment.