Most companies don’t struggle because they can’t sell. They struggle because they sell to the wrong customers. When you truly understand your customer, everything gets easier: who to pursue, what to say in your pitch, and when to walk away. 

Because most companies don’t starve from lack of opportunity. They drown from lack of focus. And focus starts with knowing exactly who you should be selling to.

Objections show up everywhere. In investor pitches, enterprise deals, retail partnerships, hiring conversations – any moment where commitment is on the line.

Objections often aren’t the moment a deal dies. They’re opportunities to reframe, negotiate, and collaboratively move toward real commitment. In many cases, they’re the moment the conversation actually gets interesting.

In 2013, Jamie Siminoff walked into Shark Tank with a product called Doorbot. The numbers were impressive. The opportunity was huge. And the Sharks still said no. A few years later, Doorbot became Ring… and Amazon bought it for $1B. 

So what changed? Not the product. The pitch. 

It’s a moment every entrepreneur, job-seeker, and seller eventually hits: you can have real value to offer and still lose the room if your message doesn’t land.

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.

Tyler Hilton’s career began with a cold call… just not the kind you’d expect.

When the musician and actor phoned a radio station hoping to sing and win free concert tickets, he wasn’t trying to get discovered. But that nerve-wracking call ended up changing everything and launched his career.

In this episode of Sales Reframed, host Eric Janssen explores how meaningful relationships and career-defining opportunities often begin long before the first “yes.”

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 if the secret to success isn't avoiding failure, but actively seeking it out? 

In this debut episode of Sales Reframed, host Eric Janssen takes his students skydiving to prove a point: resilience isn't something you're born with, it's something you build.
 

Featuring Survivor winner Erika Casupanan, ultra-marathon founder Marc Hodulich, and psychologist Dr. Meg Jay, we explore the four elements that make some people unstoppable—and how your twenties are the perfect time to start building them.