TIM MAY - PRO Selling - Journal 1 - Tim May Professional...

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Tim May Professional Sales Journal #1 9/26/11 Product: “Rough” Diamonds Company: The De Beers Group Question 1: In regards to “rough” diamonds, what are the 1 st , 2 nd , 3 rd and 4 th Sellers selling? To which buyers are they selling? What is a desirable SOV for each? 1 st Seller: The 1 st Seller is The De Beers Group selling the “rough” diamonds, themselves, which are harvested from mining facilities and roughly cut into desired shapes and specification—usually designated by the purchaser. The 1 st Seller is selling to the 1 st and 2 nd Buyers, who are purchasing the rough-cut stones to further process them and set them—as finished products—in elegant pieces of jewelry. When looking for a desirable SOV for the diamonds the 1 st Seller is selling, one must do a little research on what makes a quality diamond. Color, cut, clarity, and carat (size) are the “Four C's” of diamonds quality. Certain colors are more desirable than others, while some colors are rare, which appreciates the value. The cut really depends on further processing, so in this case, cut would not be a factor in determining a desirable SOV at this point. Clarity is the amount of raw carbon or flaws the stone has included inside it. A valuable diamond would have a high clarity, with a low amount of carbon and/or flaws. The main deciding factor of the worth of the stone is the carat size. A desirable SOV for a diamond, in regards to carat would be a size that was manageable, big enough and cut down to a desired size properly (because this effects the total weight (size) of the diamond. 2 nd Seller: The 2 nd Seller is The De Beers Group selling themselves as a company to all three Buyers. The 2 nd Seller sells to the 1 st and 2 nd Buyers in regards to them selling their product to these buyers. If the company wants the buyers to buy their product, them they also have to be able to sell themselves as a company. The 2 nd Seller sells to the 3 rd Buyer by selling itself to the public and when the public sees how desirable it is to buy the company name, they buy product (SOVs) from the 1 st and 2 nd Buyers, who have become 1 st Sellers themselves. A desirable SOV to a buyer from the second seller could be a multitude of things. For instance, The De Beers Group has taken a serious stand against the blood
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