This post is part of the 📖 Oversubscribed series.
Today, I am reading **** section from THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD: TURNING PRINCIPLES INTO STRATEGY chapter of PART 2 of the book Oversubscribed: How To Get People Lining Up To Do Business With You written by Author, Daniel Priestley.
Are you constantly chasing customers? Why does it seem like some businesses have their customers begging to purchase their goods or services?
Learn how to get your business oversubscribed in a crowded marketplace to make your business stand out and get people lining up to do business with you.
The Book Oversubscribed is the guide to transforming your business into one which customers fight over! This invaluable guide will teach you how to drive demand for your products or services far beyond supply and will dramatically increase the success of your business.
Yesterday, we read CAMPAIGN PLANNING: KNOW YOUR CAPACITY, WHO IT’S FOR AND WHEN YOU CAN DELIVER IT.
THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD: TURNING PRINCIPLES INTO STRATEGY
CLIENTS VERSUS CUSTOMERS
A customer buys something. A client keeps coming back. A customer results from a transaction, whereas a client results from a relationship. Your job is to create both.
Your business will need to offer products and services at a lower price point so that people can try you out and you can see if they are right for you too.
For this reason, you’ll need to create at least two types of products:
A product‐ for‐ prospects – Aimed at generating lots of happy customers, this product is a low‐ risk way of having the first experience with your business.
A core offering – A full and remarkable client relationship that evolves over time reflects your core offering and solves a real problem for your client.
GETTING A GRIP ON REALITY
I see business owners trying to convince others why they should be delighted rather than acknowledging that they aren’t.
Your goal isn’t to tell people why they should be delighted; your goal is to watch and see if people are delighted after doing business with you.
If they aren’t, then you have a problem–and no amount of explaining why they should feel a certain way will change the fact that they don’t.
It’s NOT the customer’s job to fix it: they’re either happy, or they aren’t. They saw value or didn’t. They might be able to tell you what they wanted to be different, but it’s your job to figure out a solution.
THE REAL NUMBER
Remember, knowing your capacity is about knowing how many people you can delight.
When you have that number, you will need to break it down into a weekly target and a campaign target. The weekly baseline is based on the number of clients you can generate comfortably through your business’s normal operations week to week.
The spotlight campaign targets are based on the number of sales you can make through your quarterly campaigns.
Stay curious and focussed on the reality of the situation. Don’t see the world as you’d like it to be; see what’s going on and be willing to make changes until your customers leave feeling uplifted.
Customers either happy or they aren’t; they saw value, or they didn’t. They might be able to tell you what they wanted to be different, but it’s your job to figure out a solution.
That’s it for today. Tomorrow, we will continue to read PHASE #1: CAMPAIGN PLANNING: KNOW YOUR CAPACITY, WHO IT’S FOR AND WHEN YOU CAN DELIVER IT from the Part 2, of the following section THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD: TURNING PRINCIPLES INTO STRATEGY.
Author(s): Daniel Priestley
Part 19 of 30 in the 📖 Oversubscribed book series.