Why Great Sellers Diagnose First (And How You Can Too)

A diagnosis can change everything… but not just in a hospital. What if the most powerful move in sales isn’t having the perfect pitch, but asking questions that unlock what your customer actually needs?

This episode of Sales Reframed opens with a true story from Eric Janssen’s time as a CRO, where a few simple questions helped him avoid partnering with… the Fyre Festival. (Yes, that Fyre Festival.)

From there, the conversation moves into a place you might not expect to find sales lessons: the world of medicine.

What is Sales Reframed?

Whether you realize it or not, you’re already selling. Every pitch, negotiation, and tough conversation is sales in disguise. Entrepreneur-turned-educator Eric Janssen takes you inside the minds of elite performers across disciplines to reveal how sales principles drive extraordinary results, even for people who've never held a "sales" role. From surgeons to artists to startup founders, one thing's for sure: You'll never see sales the same way again. Sales Reframed is produced in partnership with Ivey Executive Education.

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