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Pro Selling Journal 5 - Tim May Professional Selling...

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Tim May Professional Selling Journal #5 11/30/11 Product: Rough diamonds Company: De Beers 1. A- “Due to the superior quality of these stones, your profits should increase dramatically if you purchase a bulk lot and use them in your business.” Extensive buying decision <===>FAB feature Quality – “B” of increased profits I- “I know, judging by your reputation, that you are very interested in quality here at your company. Purchasing from De Beers guarantees the highest quality of stones, which would put your competitors to shame.” Buyer's Value of Quality <===> FAB feature Quality - “A” of advantage over competition D- “Globally, thousands of distributors are using higher quality stones every day; And some of these stones are, in fact, actually 'blood diamonds.' Wouldn't you like to know your customers are receiving, not only the highest quality of stones, but also a guarantee that none of the stones were blood diamonds? De Beers offers that guarantee; A guarantee that you, in turn, could also use.”
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