On May 8, 2025, the London Economic Development Corporation (LEDC) will host Sales Foundations, the session in it's Where to Focus (WTF) series. Led by entrepreneur and Ivey’s top teaching award recipient Eric Janssen, this high-intensity session is built for founders, executives and teams who are serious about scaling their business.
WTF events are a strategic part of LEDC’s mission to build internal capacity and economic resiliency by supporting companies that can adapt, grow and withstand market shocks. They also offer a rare chance to connect with other founders on a wide range of topics, share challenges and spark new ideas and collaborations.
Janssen knows the reality most businesses face – products don’t sell themselves and great ideas may not result in growth. Success comes down to mastering the fundamentals: understanding clients, structured sales processes that convert, and building teams that can execute at a high level. In one action-packed session, Janssen will deliver practical, tested frameworks companies can use immediately to close deals and accelerate momentum.
London’s business community is growing fast, fueled by innovation across tech, manufacturing, health, agri-food and more. But innovation without execution doesn’t move markets.
Sales Foundations isn’t just for sales professionals. It’s for founders trying to land their first major client, executives navigating complex B2B or B2C deals and team leaders building high-performance cultures. Whether you’re closing your first deal or scaling to new markets, or just want a refresher in best practices, this WTF session will sharpen your skills and your strategy.
LEDC’s WTF series exists to answer a simple but powerful question: what’s next for London’s economy? Events like this help find the answer by giving local companies the knowledge, networks and strategies they need to succeed. We’re grateful for our partners at Siskinds LLP, who are key in supporting these initiatives, helping to shape the future of London’s business community.
Registration is open with limited seats. Contact John Pollock to secure your spot.
