About Sales Reframed
Sales is a life skill. Not a job title.
Most people will spend their careers selling: ideas, products, themselves. Yet less than 6% of colleges or universities teach even a single sales course. The result? Millions of professionals lack the fundamental skills that drive success in every field.
Sales Reframed explores how elite performers across disciplines: surgeons, authors, athletes, entrepreneurs, and artists, use sales principles to achieve extraordinary results, even when they've never held a "sales" role.
This isn't another sales podcast for salespeople. It's for everyone else.
Hear From Our Guests
“Whether you’re in sales or not, everyone needs to sell something at some point now. ”
“Cross pollination within fields and disciplines is such an underutilized superpower. Those that can take concepts or understanding and established in other fields and bring them to their own field can bring unique ideas, unique frames of reference.”
“I never think of myself as someone who works in sales and marketing, but I have a ton of background in it from my undergraduate and graduate degrees, marketing, communication, persuasion, advertising, sociology… it’s all universal and transfers across so many different industries.”
“Every day you’re selling something, everybody’s selling something… You may be selling a waiter or waitress on giving you a free refill, or you may be selling somebody at Home Depot to take a return even though you don’t have the receipt. Now, most people would not consider those things, quote, unquote, sales. But let me tell you, that’s sales.”
“I’m not a born salesperson at all. It’s an acquired set of skills and disciplines, but, man, it has affected every part of my life.”
“Sales was all about diving deeper into what the other cared about so that I can think about what’s the best way I can help them.”
Meet the Team
Eric Janssen
Host & Thought Leader
Eric Janssen teaches sales at the Ivey Business School, ranked #1 in Canada by Bloomberg Businessweek and recognized globally for its case-based approach to business education. Before moving into academia, Eric spent more than a decade in the trenches as a startup founder and CRO. After raising $15M from world-class investors, he quickly realized that his greatest value was in closing major deals with global brands and leading international sales teams to scale.
Along the way, he learned what every business leader eventually discovers: sales fixes everything. That realization sparked his passion for sharing hard-earned sales principles with others. Eric’s work has been featured in Fast Company, BNN Bloomberg, The Globe and Mail, and The Ivey Business Journal. Today, he’s recognized as a dynamic sales coach who brings real-world experience into the classroom and to listeners of the Sales Reframed podcast.
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Sean Acklin Grant
Executive Producer
Sean Acklin Grant is Director of Executive Programs at the Ivey Business School, where he partners with faculty to create immersive learning experiences that drive real impact. With a background in public policy, entrepreneurship, and brand strategy, he challenges leaders to rethink assumptions and apply insights to real-world problems.
At Ivey Executive Education, Sean leads the product design and marketing teams, shaping programs that blend Ivey’s top-ranked teaching methods with hands-on application and coaching across Canada, Asia, Europe, and beyond. As Executive Producer of Sales Reframed, he brings Ivey’s leadership mission to a global mic, showing how sales–when reframed–unlocks influence, opportunity, and growth in every domain of life.
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Cristina Ball & Michelle Stanescu
Creative Directors
Cristina and Michelle grew up building things side by side. Today, as the partners behind MarketingStudio.ca, these sisters channel that same creative energy and collaboration into Sales Reframed. Through their boutique marketing firm, they help clients turn big ideas into tangible products and experiences that connect and create impact.
As Creative Directors of Sales Reframed, they set the rhythm of production — aligning moving pieces, keeping the project on track, and ensuring each episode reflects the goals of its partners. From articles to social media to brand development and episode input, they help the show stay true to its voice and vision. Entrepreneurs at heart, they share the belief that sales is a vital life skill and are passionate about spreading the message.
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Carol Eugene Park
Audio Engineer and Producer
Carol Eugene Park is a Toronto-based writer, editor, and award-winning podcast producer and host. She has also produced and edited shows for Ivey Business School Executive Education, INNOCEAN Canada, and CBC, bringing stories to life with precision and creativity. She also co-hosts From Here Forward, Alumni UBC’s flagship podcast, which won the 2025 Prix d’Excellence Gold Medal for Best Podcast.
As Audio Engineer and Producer of Sales Reframed, Carol applies her great ear for storytelling to shape every episode into a crisp, compelling listening experience that drives home our mission to reframe sales as a vital life skill.
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Michael Catano
Narrative Producer
Michael Catano has spent three decades shaping stories and sound across some of the world’s most influential media outlets. His production career spans CBC Podcasts, Pineapple Street Studios, Vox Media, MTV News, Pitchfork Radio, The New York Times, and more, with a focus on guiding creatives to bring their best work forward.
As Narrative Producer of Sales Reframed, Michael brings the host’s teaching to life through compelling writing, shaping each episode into an experience that uplifts the voices of its guests and makes the lessons land. With his deep experience in storytelling and sound design, he helps keep the show’s mission front and centre in its story.
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James Greenhill
Editorial Advisor
James Greenhill is Marketing Manager at Ivey Business School, Executive Education, where he leverages his design and communication expertise to shape innovative marketing strategies. James is passionate about making ideas clear, authentic, and impactful.
On Sales Reframed, James lends a critical editorial eye to content and season direction, ensuring the show’s ideas are clear, compelling, and aligned with its mission to reframe sales as a vital life skill.
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Special Thanks
Season 1 of Sales Reframed was made possible with the support of many talented collaborators. A special thanks to Bryan Benjamin, Justine Janssen, Joanna Shepherd, Payton Beckett, Christine Alexiou, Meera Rahman, and Felix Qin for their contributions and dedication in bringing this project to life.
How to Listen
On iPhone or iPad
Open the Podcasts app.
Look for the purple “Podcasts” icon (it’s already on your device). If you’re reading this on your iPhone or iPad, you can also just click this link.
Search for Sales Reframed.
Tap the search magnifying glass at the bottom of the “Podcasts” screen, type in “Sales Reframed,” and select it from the results.
Subscribe.
On the show’s page, tap “Follow” (or Subscribe) and new episodes will automatically appear on your phone for free. You can also turn on notifications if you’d like a heads-up whenever a new episode drops.
Or sample first.
Not ready to subscribe? Tap on any episode title to listen instantly as long as you’re connected to the internet.
On Android or Tablet
Open the Podcasts app.
Most Android devices now come with YouTube Music preloaded, and many listeners also use Spotify. (If you’re reading this on your phone, just click this link here for YouTube and here for Spotify.)
Search for Sales Reframed.
Tap the search icon (the magnifying glass), type in “Sales Reframed”, and select the show from the results. If you don’t see it right away, scroll down to the “Podcasts” section.
Subscribe.
Once you’re on the show’s page, tap “Follow” or “Save to Library” to subscribe and get new episodes automatically sent to your phone for free.
Or test-drive it.
Want to try an episode or two first? Just tap on a title in the episode list and start listening.
Ready To Go Deeper?
Join Eric Janssen in the Ivey Sales Program: an intensive, three-day experience geared to help you build a high-performance sales practice.