Publishing

Here are some suggestions when approaching a bookstore. Although many of them are common sense, it doesn't hurt to have a refresher course.

  1. Call first - It is important to respect the time of the person you need to be in contact with. In this day of tight staffing, many employees are required to perform many tasks. Respect their time.
  2. Appointment - Set the appointment with the appropriate person and arrive on time. We suggest trying to set the appointment in the middle of the week and in the morning or mid-afternoon. You may want to ask, "When is your store least busy?" It shows respect and concern for their busy schedule. If the bookstore is busy when you arrive for your appointment, you may want to introduce yourself and offer to return at another time when they are not busy. Remember, this is a business.
  3. Attire - You don't need to wear your Sunday best, but appearance is important. Remember this is a business decision for them, so let them know you are serious.
  4. Preparation - Most publishing sales reps have a sell sheet for a book. It isn't likely a buyer will make their decision by reading an entire book, since they don't have the time. Since booksellers expect to see a sell sheet, give it to them. Be succinct and to the point. While it doesn't require great detail, it should contain the following:
    1. Picture of the cover
    2. Paragraph or two about the book itself (the back cover copy)
    3. Author bio - This is extremely important, particularly if you have written a book that may have greater interest in certain geographic areas.
    4. ISBN
    5. Retail Price
    6. Where to buy, available from a wholesaler of your choice (it is ok to name them).
    7. Statement of Returnability through Ingram.
    8. On the back of the sheet include dates the author is available for signings... see number 5.
  5. Presentation - This is the most difficult part. When you go to the appointment try to present the book in the third person. Pretend you are a representative of the author and sell the book based on merit, not pure passion. Be sure to tell them that this is a returnable book and the risk level is very low. Again, you are a professional. Talk about the reviews on the book, about any upcoming author interviews, upcoming reviews, or book signing events. Always remember this is a business decision for the bookseller and try to appeal to them on that level. Why would this book be good for the bookstore? Why do you think it will sell well there?
  6. Focus - Remember that you will sometimes be told "no." It is important to focus on the next bookstore and maintain composure. You can always go back and ask for the sale again. You can share with them your success at other locations and explain that X-number of them sold elsewhere. Then ask them to reconsider. You might be surprised.
  7. Be Realistic - Understand most bookstores buy in small quantities (2-3). Don't expect them to take 10 or 20 copies of your book. If your book sells well, they will be able to quickly replenish their stock. The more reviews you get, the more book signings you do. The more book signings you do, the more exposure you get. The more exposure you get, the greater your chances of success. You get the picture.