Oversubscribed: How to Get People Lining Up to Do Business with You

Table of contents

1. Cover
2. Series Page
3. Title Page
4. Copyright
5. Dedication
6. Introduction
7. Part I: Principles for Becoming Oversubscribed
   1. Principle 1: Demand and Supply Set the Price
      1. The Story of the two Bidders
      2. Some People Miss Out
      3. Profits, Losses or Wages?
   2. Principle 2: Separate Yourself from the Market
      1. How to Create Your Own Market
      2. You Don't Need Everyone
      3. Famous for a Few
   3. Principle 3: The Four Drivers for a Market Imbalance: Innovation, Relationships, Convenience and Price
      1. Driver # 1 – Innovation
      2. Driver # 2 – Relationship
      3. Driver # 3 – Convenience
      4. Driver # 4 – Price
   4. Principle 4: Buying Environments Create Buyers
      1. People Don't Buy What Others Want to Sell. They Buy What Others Want to Buy.
      2. Turn Your Clients Into Celebrities
      3. People Don't Buy What They Need – They Buy What They Want
   5. Principle 5: It’s OK to be Different
      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 Buck the Trend
   6. Principle 6: Value is Created in the Ecosystem
      1. Give Away Ideas – Charge for Implementation
      2. It's Easier to Climb Small Stairs Than to Jump Big Walls
      3. Innovate – But Don't Mess with a Winning Formula
   7. Principle 7: Nothing Beats Being Positively Remarkable
      1. Replace Your Marketing Budget with a Remarkable Budget
      2. Build a Remarkably Trusted Personal Brand
8. Part II: The Campaign Driven Enterprise Method: Turning Principles into Strategy
   1. 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 Timeline
   2. Phase 2: Build Up to Being Oversubscribed
      1. The Power of Signalling
      2. Naming Your Terms
      3. Don't Ask for the Sale – Ask for the Signal
      4. Transparency
      5. There's One of Me and Lots of You
      6. Think Mobile and Media First
      7. Educate and Entertain
      8. The 7-Hour Rule
      9. Brains Don't Know it's Digital
      10. Products-For-Prospects
   3. Phase 3: Release When Oversubscribed
      1. Oversubscribe Your Capacity
      2. Measuring Interest
      3. Selection Process
      4. Managing Energy
      5. Staged Release
      6. Special Editions
      7. Price Rises and Time Limits
      8. Sales Conversations vs. Chit-Chats
      9. Set Your Targets and Stay Firm
   4. Phase 4: Remarkable Delivery
      1. Positively Remarkable Delivery
      2. The Remarkable Audit
      3. Energy Up, Down or Sideways
      4. From Now On, You're Also an IT Business
   5. Phase 5: Celebrate and Innovate
      1. Stories, Numbers and Insights
      2. Tell Your Stories
      3. So Many Great Hidden Stories
      4. The Truth is in the Results
      5. The Debrief
      6. Time to Party and Rest
9. Part III: You, Your Team and the Crazy Times We Live In
   1. It's Time to Paddle
   2. Struggle, Lifestyle or Performance?
      1. Lifestyle First Then Performance
   3. The CDE Team
      1. When to Recruit Your Team
      2. Creating Culture from the Beginning
      3. The Roles of a Core CDE Team
      4. You're Ready. Let's Go!
   4. One Last Thing: The Chapter I Wrestled With
10. Acknowledgements
11. About the Author
12. End User License Agreement