Sales conversations, taught by someone who studies how people decide.
Why CAB?
When I talk with service business owners, I hear the same story. They have interest: people reach out, get referred, come to events. The problem looks like sales. But underneath, the conversation is missing structure.
The owner explains too much, too early.
The questions don't uncover what the buyer really needs.
Hesitation feels like rejection, so the owner lowers the price or backs away.
The next step is never clearly agreed.
This is not a talent problem. It is a practice problem. The skills of a good sales conversation can be learned the way any skill is learned: with structure, feedback, and repetition.
Meet Irina
I'm Irina T. Toteva, Ph.D. I teach marketing and sales at Jacksonville University, and I research how people think, feel, trust, and decide. I have 10 years of sales experience and more than 8 years of teaching and coaching.
Clarity Arc Bright (CAB) is where these two parts of my work meet: what I learned by selling, and what research shows about how buyers decide.
How I teach
Since 2020, I have prepared my students for RNMKRS, a large collegiate sales competition where students practice sales conversations with an AI buyer. Many of my students have earned high scores, and in spring 2026, three of them placed in the top 10.
My students are not business owners, and a competition is not a real sale. But this work taught me what makes practice effective: realistic role plays, honest feedback, and enough repetitions that new habits hold when the conversation gets difficult. The CAB Sales Clarity Lab is built on the same idea.
What Guides The Work
Every good sales conversation answers three questions.
Does the buyer understand?
Does the buyer feel safe and respected?
Is there a clear next step?
CAB helps you answer all three, without becoming louder, pushier, or less yourself.
Is CAB for you?
CAB is for service business owners who usually have the sales conversation themselves and already have interest, but not enough of it turns into clients.
CAB is not sales training based on pressure, manipulation, or memorized scripts. It is not a marketing agency, and it is not the right place if your main challenge is finding people to talk to.
Working on something beyond sales conversations, like positioning or marketing strategy? Write to me at irina@clarityarcbright.com and tell me a little about it.
Start Here
Begin with a free 30-minute Sales Conversation Review. We look at one real conversation together, and I will tell you honestly what I see.