2025 Professional Selling Articles & Letters

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Thank you for visiting us today! I enjoyed meeting you and appreciate your time.  My goal is to help you find furniture that makes your home beautiful & functional.

Ashley offers style, comfort and durability at the best possible price, I'll do my best to find products that meet your needs and look great doing it!

Your time is valuable, so please let me know what you need, and I will find something you love.

Professionally,

Jeff Moehling (off Tues & Wed)

Ashley Furniture Specialist

804-921-5813

 jemoehling@gmail.com  

• Have you noticed how some customers seem ready to buy, then suddenly freeze up?
• Here's what's happening in their head: they're stuck between anxiety and certainty. 

Think of it on a balance scale. On one side sits their anxiety about making the wrong choice. On the other hand, there is certainty about what they want.

When anxiety outweighs certainty, nobody's buying anything. 

(Even when they're perfectly balanced, customers still won't pull the trigger.)

Your job isn't pushing harder. It's to tip that scale.

Lower their anxiety by really listening to their concerns. Increase their certainty by helping them understand exactly what they're getting.

But here's where most salespeople mess up: they know too much.

You're the expert. They're not. That gap between your product knowledge and theirs is killing your sales.

When you use industry jargon or rush through explanations, you're increasing their anxiety. They get confused, lost, and default to "let me think about it."

The fix is simple: slow down to speed up the sale.

Take time to explain things in plain English. Close that knowledge gap. The moment they truly understand what they're getting, certainty shoots up and anxiety drops.

Victor Antonio 

  Quick question: When you go to Starbucks,   which size do you usually order?

If you're like most people, you pick the     medium.

Here's why that matters for your sales.

Starbucks doesn't offer small, medium, and     large by accident. They know something about human psychology that most     salespeople miss.

When faced with three options, people     almost always pick the middle one. It feels safer -  not too cheap,     not too expensive.

But here's where it gets interesting: if     you only offer two options, people default to the cheaper one to avoid     risk.

This is pure brain science. We're wired to     mitigate risk, and when in doubt, we go low.

So what does this mean for you?

Always present three options. Always.

But here's the advanced move: make your     middle option closer in price to your premium option. Suddenly, people     start comparing those two and ignore the low-end choice entirely.

You're not pushing them toward anything.     You're simply giving their brain a framework to make a confident     decision. 

Customers don't want to     be sold to, but they do want to buy. Your job is to make     that choice as easy as possible

Victor Antonio

1. Objections
2. Referral Business
3. Opening the Sale
4. Closing the Sale 

1. Features & Benefits - Casegoods
2. 1 page guide to Jeff Moehling.com 
3. Romance Words that sell.
4. Homestore Floor Notes (blank)
5. History of Wood
6. The Ashley Story
7. The Wood Story
8. Quality Testing
9. Body Language
10. Talking tips for salespeople
11. 2 words never to forget.
12. Wood Construction
13. Furniture Glossary of Terms
14. Finishing Terminology 
15. Construction Highlights 

1. Training Manual
2. 2021 Corporate Brochure
3. Ashley Super Plants
4. The Ashley Story
5. Company History
6. Corporate Responsibility
7. Ashley Manufacturing Video

1. The 4 Disciplines of Execution
2. 5 Roles of High Performing Sales Coaches
3. 9 Manager Mistakes to avoid 
4. Deal Manager or Sales Manager
5.  Sales Coaches - do's & don'ts
6. Angry Customer (Video) how to handle!
7. Covey Time-Delegation-Calendar Management Theory
8. Leaders decide the goal ... not how to achieve them