Don't fight for customers, let them fight over you!
Have you ever queued for a restaurant? Pre-ordered something months in advance? Fought for tickets that sell out in a day? Had a hairdresser with a six-month waiting list? There are people who don't chase clients, clients chase them. In a world of endless choices, why does this happen? Why do people queue up? Why do they pay more? Why will they book months in advance? Why are these people and products in such high demand? And how can you get a slice of that action?
In Oversubscribed, entrepreneur and bestselling author Daniel Priestley explains why and, most importantly, how. This book is a recipe for ensuring demand outstrips supply for your product or service, and you have scores of customers lining up to give you money.
Oversubscribed: * Shows leaders, marketers, and entrepreneurs how they can get customers queuing up to use their services and products while competitors are forced to fight for business * Explains how to become oversubscribed, even in a crowded marketplace * Is full of practical tips alongside inspiring examples to alter our mindsets and get us bursting with ideas * Is written by a successful entrepreneur who's used these ideas to excel in the ventures he has launched
Part I: Principles for Becoming Oversubscribed 7
Principle 1 Demand and Supply Set the Price 9
Principle 2 Separate Yourself from the Market 19
Principle 3 The Four Drivers for a Market Imbalance: Innovation, Relationships, Convenience and Price 29
Principle 4 Buying Environments Create Buyers 41
Principle 5 It s OK to be Diff erent 53
Principle 6 Value is Created in the Ecosystem 69
Principle 7 Nothing Beats Being Positively Remarkable 83
Part II: The Campaign Driven Enterprise Method: Turning Principles Into Strategy 89
Phase 1 Campaign Planning: Know Your Capacity, Who It s for and When You Can Deliver It 95
Phase 2 Build Up to Being Oversubscribed 117
Phase 3 Release When Oversubscribed 137
Phase 4 Remarkable Delivery 153
Phase 5 Celebrate and Innovate 163
Part III: You, Your Team and the Crazy Times We Live In 173
It s Time to Paddle 175
Struggle, Lifestyle or Performance? 177
The CDE Team 183
One Last Thing: The Chapter I Wrestled with 209
About the Author 213