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Detailed text transcripts for TV channel - MSNBC - 20140621:09:55:00

The address is openforum.com/business. or if it s easier send us an e-mail to yourbusiness@msnbc.com. our next guest says that taking a look at your current customers is a great way to figure out who to target to be new customers. joining us now is john jance, a marketing consultant best known for creating the duct tape marketing system. his new book is called duct tape selling. hey, john. hey, how are you doing, j.j.? good. this is a great topic because this is how you gain revenue by getting new sales lead. talk to me about how you can use your current customers to get new xherdz. really one of the traps people fall into is they just want any leads, any business, any customers what you really ....

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Detailed text transcripts for TV channel - MSNBC - 20140621:09:47:00

That s great. let s do it if you re thrown into the deep end, if you re thrown in a swimming pool as long as you have your parents watching you, most chance is you ll end up swimming. the best way to start a business is just do it. struggling and trying you can become an entrepreneur. that applies to most people. if they fall flat on their face, they ll try again and the next time around, i suspect they ll be successful. people start companies for all kinds of reasons. they have a passion for the product. they simply need a job or they re struck by some idea and they can t help but follow through. for one father, the motivation to start his company came from his son. nbc s harry smith has this inspiring story from florida. word is spreading around parkland, florida, that they do ....

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Detailed text transcripts for TV channel - MSNBC - 20140621:09:56:00

Want are ideal customers. you want the customers that have the attributes that you re uniquely suited to serve. the way you do that is you do studying of your existing customers to really understand who they are. again, i m saying your best customers. so i like to actually tell you i have my clients create a spreadsheet of all their customers and say, let s rank them by profitability. we all have 20 to 25% of their customers that for one reason or the other don t have the right fit, we don t do that work any more. it helps you figure out who you should be targeting. now you re looking at all your clients anywayhow, look at which ones can refer you business and then you ask hem? no, no, what i like to do is look at the ones who are already referring you business. now what we re going to do is get an even narrower subset of that profitable client. the reason i say that is because people refer for two reasons, you got what you promised, you did what you said you would do. ....

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Detailed text transcripts for TV channel - MSNBC - 20131026:09:57:00

Usually they re told to be quiet and practice the norms that everyone else practices. if you re the leader and have the opportunity to empower those people, to ask questions and question the things, like why do we have a meeting every tuesday morning where nothing gets done? you can empower people to do that as the leader of a business. it goes it works wonders. the other thing you have to remind everyone and yourself, you should put yourself out of business before somebody else does. what i mean by that is, whatever product or service you offer, think about the best competitive offering would be to that and then do it yourself. yeah. and all of that comes from the top, right? if you bring in somebody new with fresh blood, you have to defer to them so everyone else sees they should defer to them or their ideas as well. otherwise they ll step in line. great. it s so good to see both of you guys. appreciate you coming on the program. thanks. if any of you out there have a que ....

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Detailed text transcripts for TV channel - MSNBC - 20131026:09:44:00

Word-of-mouth recommendation from a trusted source. our guest here has tips on how to get people talking about your brand and how to harness to consumers on a daily basis. the founder and ceo and president of a digital and social media marketing agency and author of highly recommended. harnessing the power of word-of-mouth to build your brand and your business. great to see you. good to be here. word-of-mouth is so powerful. when i built my business, it s how we grew. we tried to do some sort of more traditional or internet marketing. word-of-mouth is what built us. what s wonderful today is that it s become the great leveller for small businesses. the ability to connect and engage with your audience and prospects in a way that really was available only to the big spenders has completely changed the dynamic. let s talk about how you get people to start talking about you and one of the things you talk about is the story. it is. before i even get to it, i think ....

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