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

Principle 3The Four Drivers for a Market Imbalance: Innovation, Relationships, Convenience and Price

We already discussed that the way to being oversubscribed is to achieve an imbalance where there are more buyers than sellers. There are four drivers of market imbalances where you'll see more buyers than sellers. These are the four ways to achieve this imbalance.

1. Innovation – You create something new and shiny, that no one else sells. There's only one seller (you) and a niche of new buyers who want it. There are therefore more buyers than sellers by virtue of the fact there's only one supplier and more people who want it.
2. Relationships – You build such a powerful relationship with buyers that they ignore other sellers. There are more buyers ...