Sales Reframed

What’s the most important sale you’ll ever make? It’s not a product, or a service — it’s you.

When Payton Beckett landed her dream job at MLSE, it wasn’t luck, it was the result of knowing how to sell herself. In this episode, Eric Janssen brings together positioning legend April Dunford, Rob Ironside, Executive Director at League of Innovators (LOI), and Payton to explore the ultimate sales challenge: selling yourself.

Together, they unpack how to turn what makes you different into what makes you desirable, and how to communicate that value so clearly that the right opportunities can’t help but say yes.

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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