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

189 Pages·2015·2.82 MB·English

by  Daniel Priestley

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
“For the last 30 years I've worked on some of the world's largest events
from mass participation running and cycling events to the Olympics. It's
always a challenge to get a big event to engage with a large audience – this
is one of the few books I've ever seen that distills powerful ideas and
strategies that I know have an impact.”
Chris Robb, CEO and Founder of Spectrum Worldwide and CycleAsia
“This book contains powerful ingredients and delicious recipes for
succeeding in your business. Savour it!”
Pete Evans, Chef, Health Coach, Entrepreneur
“After building an international retail business in three countries with over
1,000 locations I understand the pressure businesses are under to grow and
scale. This book is perfect for an entrepreneur, leader or marketing manager
to perform at their best.”
Julia Langkraehr, Founder of Retail Profile Europe Ltd, Bold Clarity
Ltd and international speaker
“I've launched and sold over $5 billion worth of products and I know that
successful product sales requires a unique approach. This book shares ideas
that will increase your sales and scale your business.”
Kevin Harrington, Celebrity Entrepreneur (Original Shark on Shark
Tank)
“I read Oversubscribed and found myself nodding and reflecting upon
success stories that I know or have been a part of. Principles that would
take a decade to learn through trial and error are spelled out clearly in this
book. Daniel Priestley continues to cement his position as one of the most
perceptive, influential, and also, entrepreneurial commentators on the
planet.”
Andrew Griffiths, Australia's #1 business author, Inc.com featured
columnist, CBS Entrepreneurial Advisor
Oversubscribed
How to Get People Lining Up to do Business with You
Daniel Priestley
This edition first published 2015
© 2015 Daniel Priestley
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Library of Congress Cataloging-in-Publication Data
Priestley, Daniel.
Oversubscribed : how to get people lining up to do business with you/Daniel Priestley.
pages cm
ISBN 978-0-857-08617-4 (hardback)—ISBN 978-0-857-08619-8 (paper)
1. Marketing. 2. Customer relations. 3. Small business—Growth. I. Title.
HF5415.P65927 2015
658.8—dc23
2014048155
A catalogue record for this book is available from the British Library.
ISBN 978-0-857-08617-4 (hardback) ISBN 978-0-857-08619-8 (paperback)
ISBN 978-0-857-08623-5 (ebk) ISBN 978-0-857-08618-1 (ebk)
Cartoons: Andrew Priestley
Cover image: ©iStock.com/denis_pc
Cover design: Wiley