Description
Book SynopsisTable of ContentsIntroduction 1
Part I: Principles for Becoming Oversubscribed 7
Principle 1 Only Oversubscribed Businesses Make a Profit 9
Principle 2 The Only People That Matter are Your People 23
Principle 3 First Make Your Market Then Make Your Sales 37
Principle 4 People Buy When the Conditions are Right 53
Principle 5 Be Different and Set Your Own Rules 67
Principle 6 Value is Created in the Ecosystem 83
Principle 7 Meet People Where They Are, Speak to Them in Their Language 97
Principle 8 Nothing Beats Being Positively Remarkable 111
Part II: The Campaign-Driven Enterprise Method: Turning Principles into Strategy 123
Phase 1 Campaign Planning: Know Your Capacity, Who It’s for and When You Can Deliver It 137
Phase 2 Build-up: Warming Up the Market while Sending and Collecting Signals 163
Phase 3 Oversubscribed Release: Communicating Demand and Supply Tension before Allowing People to Buy 185
Phase 4 Sales Follow-Through: Proactively Follow Up with Prospects to Maximise the Effectiveness of Your Campaign 203
Phase 5 Celebrate and Innovate 231
Part III: You, Your Team and the Times We Live In 243
Get ready to Surf the Waves 245
Struggle, Lifestyle or Performance? 249
The Campaign-Driven Enterprise Team 255
One Last Thing: The Chapter I Wrestled With 285
Acknowledgements 287
About the Author 289
Index 303
