Podcast: Play in new window | Download (8.6MB)Subscribe: Apple Podcasts | Android | Email | Google Podcasts | RSSIn a day when we are repeatedly told that people are buying products based on financial value and economy, it’s a strange thing to hear a sales professional (a professor) speak about injecting love into the sales process. Brian Sheehan is lobbying for a different approach to sales, a relational approach that taps into the emotions and desires of customers rather than the utilitarian purpose of a product. It’s a refreshing perspective and one that Anthony loves, and you can hear all about it on this episode of In The Arena.In sales, the difference between love and utility are huge, with Brian Sheehan on this episodeClick To TweetHow consumers really make buying decisions.The statistics don’t lie. Buying decisions in today’s marketplace are made according to a 50/50 split. 50% of the time the decision is made on facts alone. 50% of the time it’s based in emotion or an emotional response. With such ambiguous stats why would Brian Sheehan, a professor in a business school, come down so strongly on the side of emotion? Because he’s seen the power it can have in building not only a powerful sales force, but also customer loyalty over the long haul. You can hear more of Brian’s insights on this episode.An example of what happens when consumers love the brand.Brian Sheehan conducted a hidden experiment in his classroom once to drive home the point that love of a brand really works. He announced that the University (Syracuse) had struck a deal with Dell computer and was going to refit the entire campus, including all student computers, with Dell equipment. As he looked over the lecture hall he saw at least 100 glowing Apple icons staring back at him. Some students responded so strongly that they were ready to move to another school simply because their favorite computer brand was no longer supported at the school. Brian effectively showed that love for a brand is a powerful force and that those brands that can leverage that have a distinct advantage.Building customer loyalty through the #LoveWorks approach, on this episodeClick To TweetThe difficult task of discovering the meaning consumers want from your brand.Brands like Apple, Harley Davidson, and Volvo have rabid followings of loyal fans. But it didn’t just happen. Those brands have worked very hard to discover the desires and needs of their customers as well as communicating their company philosophy in a way that resonates clearly with those consumers. It’s a strategy that develops an “Us” mentality about the brand and fosters a community surrounding the company and its ethos. How do you get that kind of buy-in from your customers? It’s a very difficult process, which Brian Sheehan explains on this episode.Is the Love Works approach to sales really worth it?The degree of difficulty it takes to discover the consumer’s preferences and mindsets in order to position a brand to be in sympathy with those things is very high. What’s more, it’s not something that is easily communicated by the brand. There’s an art to it. So is the effort involved really worth it? Can’t sales continue to be done as they always have? Sure, you can do that – but you are missing out on the power of community and customer loyalty that is only enjoyed by a rare number of companies. Anthony recommends everyone grab a copy of Biran Sheehan’s new book, “Love Works” to learn how to move your company in that direction, and you can find out where to get it on this episode.Is the #LoveWorks approach to #sales really worth it? Find out on this episodeClick To TweetOutline of this great episode Anthony’s introduction to the episode. Who is Brian Sheehan? How people really make buying decisions. How big brands can utilize love and intimacy in sales. The ways digital media is being used by big brands to build on love. How to find the meaning consumers are seeking and delivering the message effectively. Why you should get a copy of Brian’s book, “Love Works.”Resources & Links mentioned in this episodewww.LoveWorksTheBook.com157687270X0310335671 The theme song “Into the Arena” is written and produced by Chris Sernel. You can find it on SoundcloudConnect with AnthonyWebsite: www.TheSalesBlog.comYoutube: www.Youtube.com/IannarinoFacebook: https://www.facebook.com/iannarinoTwitter: https://twitter.com/iannarinoGoogle Plus: https://plus.google.com/+SAnthonyIannarinoLinkedIn: https://www.linkedin.com/in/iannarinoTweets you can use to share this episodeIf your brand makes a mistake, the consumer will forgive you if they love you ~ Brian SheehanClick To TweetThe real reasons consumers make buying decisions, on this episodeClick To TweetSubscribe toIn the ArenaApple PodcastsGoogle PodcastsAndroidby EmailRSSOr subscribe with your favorite app by using the address below
zoom The Marshall Islands Court has rejected Frontline’s request for a temporary restraining order regarding matters relating to DHT’s acquisition of BW Group’s VLCC fleet, the court documents show.“The High Court issued its ruling denying Frontline’s request, which Frontline filed on April 27, 2017, after hearing arguments by counsel for Frontline, DHT and BW Group,” DHT said.However, the court has agreed to hear Frontline’s request for a preliminary injunction against DHT Holdings on May 17, 2017, the company said, after additional filings be submitted over the coming weeks.To remind, John Fredriksen-controlled tanker owner is seeking an order requiring DHT to set aside its poison pill and what it describes as “other improper takeover defenses” of DHT.Namely, Frontline claims that DHT has pursued such strategies “to entrench itself and its management against offers by Frontline and other third-party bidders, aside from BW Group.”The company earlier said that its move to acquire very large crude carriers (VLCC) from LPG owner BW Group had nothing to do with Frontline’s failed attempts to acquire DHT.As disclosed, the fleet acquisition move is not targeted at “depriving Frontline of the ability to press its pending offer to acquire DHT and all but ensure control is transferred to BW”.“The mere fact that some of the 2 currency being used to acquire those vessels is stock does not entitle Frontline to block this beneficial transaction,” DHT stressed.The move comes following a related action Frontline brought in New York on April 18, 2017, where the court previously held it did not have jurisdiction over DHT or BW Group. The lawsuit was dismissed.Frontline has been trying to acquire DHT shares since March last year, but Marshall Islands-incorporated tanker owner and operator denied all the offers that came its way. The same fate is expected for the latest Frontline’s offer from just two days ago, which DHT said was “unimproved”.“We continue to urge the Board of DHT to negotiate in good faith with Frontline over its proposed offer, for the benefit of all DHT shareholders and consistent with the Board’s fiduciary duties. We will explore all available courses to ensure DHT shareholders receive equitable treatment,” Frontline said.