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

by Daniel Priestley

In the first example, a binary option was promoted with no warming up, no signalling and no indication of capacity. Tickets are on sale – take it or leave it. The second approach offered value at every step, warmed people up to the speaker and the topics covered and asked for small signals of interest along the way. This put the organiser in a position to communicate the capacity of the event was oversubscribed and genuine reasons to buy a ticket upon release. It also allowed the organiser to follow up with people who had signalled interest but didn't buy. In all other ways, this conference could be the same but the number of attendees would be vastly different. Signal to the market what you're doing slowly and elegantly, adding value and intrigue as you do. Let them signal back to you their interest, concerns or input. Although it seems more time‐consuming to engage in this drawn‐out courtship dance with your potential clients, it's a surefire way of actually achieving the desired results.