June 11, 2020

5 min read

Opinions expressed by Entrepreneur contributors are their own.

While having a great product or quality service is undeniably important, these aren’t necessarily the things that will win you loyal customers. More often than not, buyers are influenced by a ’s ability to form emotional connections with them. In fact, professor emeritus Gerald Zaltman says that 95 percent of our buying decisions occur in the subconscious, where they’re fueled by emotions, rather than “logical processes.”

The best way to foster an emotional connection that influences buyers is through your brand story, but if you want your that story to have any kind of power, you have to build it up right.

Focus on personal benefits

Brand stories should always focus on the person making the purchase. Even though B2B products and services are meant for an entire organization, it is important

For the second consecutive month in FY21, new business premium of life companies have recorded negative growth due to the outbreak. In May, new business premium of contracted 25.39 per cent to Rs 13,739 crore from Rs 18,414 crore in the same period a year ago. In the first two months of FY21, saw their new business premium fall almost 30 per cent to Rs 20,466.76 crore compared to Rs 28,395.90 crore in FY20.

New business premium is the premium acquired from policies for a particular year.

While private life insurers, 23 in total, recorded 28 per cent drop in new business premiums in May, state owned behemoth – Life Corporation (LIC) – recorded a 24 per cent drop in its new business premiums. In absolute terms, private insurers earned Rs 3,527.48 crore

The indirect tax board has sought to put to rest the controversy over the imposition of the goods and services tax (GST) on the income of directors of companies.

The Central Board of Indirect Taxes and Customs (CBIC) has clarified that remuneration of directors, by whatever name they are referred to (executive director, whole time director, independent director etc), would attract if they are not employees of the companies concerned. The will be imposed on them by reverse charge mechanism (RCM).

Normally, a person or entity providing services pays the tax to the exchequer, and recovers it from the receiver of the service.

But under RCM, the receiver of the service pays the tax by deducting it from the service provider’s compensation.

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In case directors are employees of the

The (Sebi) has given a three-month window to unlisted bond issuers to get their securities listed, which would help debt mutual funds (MFs) bring down their overall exposure to such securities.

According to industry participants, the regulator has asked MFs to inform the unlisted debt issuers about this window and consider this route.

The window will open from June 15 and would be extended to unlisted non-convertible debentures (NCDs) held in portfolios of various debt scheme as of March 31, 2020. The issuers using this window would not be required to comply with electronic bidding platform guidelines.

According to estimates, the industry has over Rs 40,000 crore of exposure to unlisted debt papers.

Lack of liquidity in the debt has made it challenging for debt MF schemes to bring down their