Oversubscribed, 2nd Edition

Oversubscribed, 2nd Edition

by Daniel Priestley
Released March 2020
Publisher(s): Capstone
ISBN: 9780857088253

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Book description

Learn how to get your business oversubscribed in a crowded marketplace to make your business stand out and get people lining up to do business with you 

Are you constantly chasing customers? Why does it seem like some businesses have their customers begging to purchase their goods or services? Think about it for a moment. When a new iPhone is released, why do customers camp overnight to be the first through the door? In cities with thousands of great restaurants, why do some restaurants require reservations months in advance? Why is it that some consultants, accountants, lawyers and healthcare professionals can charge exponentially more than others? In the modern marketplace, consumer options are virtually endless, intense competition is rife and so much is given away for free online.  Often businesses are left scrambling to attract enough customers to make a small profit. Yet the opposite is true for a small number of businesses that do things differently—customers chase them. They have buyers who gladly queue up, pay more, and eagerly wait for the chance to hand over their money for the next thing. How do these businesses do it? More importantly, how can you become one of them? 

Oversubscribed is the guide to transforming your business into one which customers fight over! Author Daniel Priestley, a successful entrepreneur who has built and sold businesses around the world, shares proven, real-world methods that will not only grab customers’ attention, but will also have them lining up to buy from you. This invaluable guide will teach you how to drive demand for your products or services far beyond supply and will dramatically increase the success of your business. Now in its second edition, this updated version offers new insights and motivating examples that are right for the 2020s. This book will show you:

  • The principles and philosophies Oversubscribed businesses live by that are often the opposite of what most businesses do
  • Specific steps for getting into the mind of your customer so they only want to buy from your business
  • How to structure campaigns and product launches that systematically get your business Oversubscribed
  • How to implement a process of signalling to market, and collect signals back from market to build up desire and demand for your products and services

The new edition of Oversubscribed: How to get people lining up to do business with you is a must-read for entrepreneurs, marketers, business leaders and owners, team managers, and business students.

Table of contents

  1. COVER
  2. INTRODUCTION
  3. PART I: PRINCIPLES FOR BECOMING OVERSUBSCRIBED
    1. PRINCIPLE 1: ONLY OVERSUBSCRIBED BUSINESSES MAKE A PROFIT
      1. YOU ONLY NEED TWO BIDDERSG
      2. SOME PEOPLE MISS OUT
      3. PROFITS, LOSSES OR WAGES?
    2. PRINCIPLE 2: THE ONLY PEOPLE THAT MATTER ARE YOUR PEOPLE
      1. CREATE YOUR OWN MARKET
      2. YOU DON'T NEED EVERYONE
      3. FAMOUS FOR A FEW
    3. PRINCIPLE 3: FIRST MAKE YOUR MARKET THEN MAKE YOUR SALES
      1. DON'T RUSH PEOPLE
      2. DRIVER NUMBER ONE – INNOVATION
      3. DRIVER NUMBER TWO – RELATIONSHIP
      4. DRIVER NUMBER THREE – CONVENIENCE
      5. DRIVER NUMBER FOUR – PRICE
    4. PRINCIPLE 4: PEOPLE BUY WHEN THE CONDITIONS ARE RIGHT
      1. YOU CREATE THE CONDITIONS
      2. PEOPLE DON'T BUY WHAT OTHERS WANT TO SELL, THEY BUY WHAT OTHERS WANT TO BUY
      3. PEOPLE OFTEN JUDGE THE PRODUCT BY THE PEOPLE BUYING IT
      4. PEOPLE DON'T BUY WHAT THEY NEED, THEY BUY WHAT THEY WANT
    5. PRINCIPLE 5: BE DIFFERENT AND SET YOUR OWN RULES
      1. THE POWER OF PHILOSOPHY
      2. IT'S OK TO FAIL
      3. IT'S OK TO SAY NO
      4. IT'S OK TO MAKE PEOPLE WAIT
      5. IT'S OK TO BE CONTRARIAN
    6. PRINCIPLE 6: VALUE IS CREATED IN THE ECOSYSTEM
      1. NOTHING WORKS ON ITS OWN
      2. GIVE AWAY IDEAS, CHARGE FOR IMPLEMENTATION
      3. IT'S EASIER TO CLIMB SMALL STAIRS THAN TO JUMP BIG WALLS
      4. INNOVATE THE ECOSYSTEM, NOT THE WINNING FORMULA
    7. PRINCIPLE 7: MEET PEOPLE WHERE THEY ARE, SPEAK TO THEM IN THEIR LANGUAGE
      1. MORE DATA, MORE SALES
      2. HYPER‐TARGETING IS YOUR MARKETING GOAL
      3. DATA IS THE LIFEBLOOD OF MARKETING
      4. DATA CREATES LOVE
      5. PEOPLE DON'T SPEND BIG MONEY TO SOLVE SMALL PROBLEMS
      6. ALL PEOPLE HAVE THEIR OWN SET OF VALUES
    8. PRINCIPLE 8: NOTHING BEATS BEING POSITIVELY REMARKABLE
      1. REPLACE YOUR MARKETING BUDGET WITH A REMARKABLE BUDGET
      2. THE KEY TO MAKING MONEY MIGHT BE NOT MAKING MONEY
      3. BUILD A REMARKABLY TRUSTED PERSONAL BRAND
      4. YOU ARE WHO GOOGLE SAYS YOU ARE
  4. PART II: THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD: TURNING PRINCIPLES INTO STRATEGY
    1. THINKING LIKE A CAMPAIGN‐DRIVEN ENTERPRISE
    2. THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD
    3. SIX STEPS TO CREATING OVERSUBSCRIBED CAMPAIGNS
    4. PHASE 1: CAMPAIGN PLANNING: KNOW YOUR CAPACITY, WHO IT'S FOR AND WHEN YOU CAN DELIVER IT
      1. IT BEGINS WITH A HAPPY CUSTOMER
      2. WHO'S YOUR MARKET?
      3. CLIENTS VERSUS CUSTOMERS
      4. GETTING A GRIP ON REALITY
      5. THE REAL NUMBER
      6. YOUR SCHEDULE FOR BECOMING OVERSUBSCRIBED
      7. CREATE A CAMPAIGN THEME
      8. CREATE A CAMPAIGN TIME LINE
    5. PHASE 2: BUILD‐UP: WARMING UP THE MARKET WHILE SENDING AND COLLECTING SIGNALS
      1. THE POWER OF SIGNALLING
      2. DON'T ASK FOR THE SALE – ASK FOR THE SIGNAL
      3. THE BIG FIVE FOR LEAD GENERATION
      4. THINK MOBILE AND MEDIA ASSETS FIRST
      5. EDUCATE AND ENTERTAIN
      6. “7‐11‐4”ING BUILDS DESIRE
      7. BRAINS DON'T KNOW IT'S DIGITAL
      8. MARKET PRODUCTS‐FOR‐PROSPECTS
      9. NAMING YOUR TERMS
      10. DON'T TAKE YOUR FOOT OFF THE ACCELERATOR
    6. PHASE 3: OVERSUBSCRIBED RELEASE: COMMUNICATING DEMAND AND SUPPLY TENSION BEFORE ALLOWING PEOPLE TO BUY
      1. MEASURING INTEREST
      2. SUFFICIENTLY OVERSUBSCRIBE YOUR CAPACITY
      3. TRANSPARENCY
      4. THERE'S ONE OF ME AND LOTS OF YOU
      5. THE CLIENT SELECTION PROCESS
      6. MANAGING ENERGY
    7. PHASE 4: SALES FOLLOW‐THROUGH: PROACTIVELY FOLLOW UP WITH PROSPECTS TO MAXIMISE THE EFFECTIVENESS OF YOUR CAMPAIGN
      1. SALES CONVERSATIONS VERSUS CHIT‐CHATS
      2. THERE'S A RHYTHM TO SUCCESSFUL SALES
      3. THERE'S A STRUCTURE TO SUCCESSFUL SALES CONVERSATIONS
      4. SALES IS A PROFESSION
      5. AVOID ABS BRAKING
      6. WITH‐OR‐WITHOUT YOU ENERGY
      7. POSITIVELY REMARKABLE DELIVERY
      8. THE REMARKABLE AUDIT
      9. ENERGY UP, DOWN OR SIDEWAYS
      10. SET YOUR TARGETS AND STAY FIRM
      11. YOU'RE ALSO AN IT BUSINESS
      12. YOU'RE ALSO A MEDIA BUSINESS
      13. EXPERIENCE IS RELATIVE TO PRICE
    8. PHASE 5: CELEBRATE AND INNOVATE
      1. TELL YOUR STORIES
      2. SO MANY GREAT HIDDEN STORIES
      3. THE TRUTH IS IN THE RESULTS
      4. THE DEBRIEF
      5. TIME TO PARTY AND REST
      6. GET READY FOR THE NEXT CAMPAIGN
  5. PART III: YOU, YOUR TEAM AND THE TIMES WE LIVE IN
    1. GET READY TO SURF THE WAVES
    2. STRUGGLE, LIFESTYLE OR PERFORMANCE?
    3. THE CAMPAIGN‐DRIVEN ENTERPRISE TEAM
      1. WHEN TO RECRUIT YOUR TEAM
      2. THE CORE ROLES OF YOUR CAMPAIGN DRIVEN ENTERPRISE TEAM
      3. CREATING CULTURE FROM THE BEGINNING
      4. YOU'RE READY; LET'S GO!
      5. CAMPAIGNING FOR CHANGE
    4. ONE LAST THING: THE CHAPTER I WRESTLED WITH
  6. ACKNOWLEDGEMENTS
  7. ABOUT THE AUTHOR
  8. INDEX
  9. END USER LICENSE AGREEMENT

Product information

  • Title: Oversubscribed, 2nd Edition
  • Author(s): Daniel Priestley
  • Release date: March 2020
  • Publisher(s): Capstone
  • ISBN: 9780857088253