The Savvy Book Marketer

How to Sell Books Beyond the Bookstore Market

Retail bookstores are notorious for buying books and then returning unsold copies, and it can be difficult for self-published authors to get into bookstores at all. Online bookstores are easier to work with, but there are dozens of other places to sell books, including:

• corporations, associations, and nonprofits
• gift shops, airport shops and specialty retailers
• schools and libraries
• book clubs and catalogs
• government agencies and the military
• museums, zoos and parks
• discount stores and warehouse clubs
• cable television shopping networks
• supermarkets and drug stores

These "special markets" for books can especially lucrative because sales are sometimes made in large quantities and are usually on a non-returnable basis.

Resources for Special Sales

The most comprehensive resource for selling to nonbookstore markets is How To Make Real Money Selling Books (Without Worrying About Returns): A Complete Guide to the Book Publishers' World of Special Sales by Brian Jud.

This 376-page book is absolutely packed with sales strategies, resources, insider tips, contact information, case studies, and information about working with distribution partners. Click on the Look Inside button on the book page above and take a look at the book's Table of Contents to get an idea of what you'll find in this comprehensive reference.

I recently attended a webinar where Brian Jud and his associate, Guy Achtzehn, shared their expertise in selling to U.S. military market, and I was stuck by the sheer size and complexity of this market. How To Make Real Money Selling Books contains a detailed chapter on selling to the U.S. military, explaining strategies for selling to domestic military bases and posts; overseas U.S. military installations and ships; military libraries; military exchange services (retail stores); military associations and more. This chapter contains literally dozens of links to websites where you can find specific selling details and contact information, and even has information on promoting to the military media.

For a taste of what you'll find in the corporate sales section of How To Make Real Money Selling Books, read Brian Jud's article about selling books to corporations.

Here are some other resources for selling books beyond traditional retail bookstores:

For detailed information on selling to the library market, read The Savvy Book Marketer's Guide to Selling Your Book to Libraries. The book includes contact information for the top 100 public and top 100 academic libraries in the United States. The Texas Book Marketing Handbook has lists of the top 100 public and top 100 academic libraries in Texas.

See this article for tips on how to sell books to gift shops and specialty retailers.

To learn how to maximize your sales and profits through online bookstores, read Aiming at Amazon and POD for Profit, both by Aaron Shepard.

When you create your book marketing plan, be sure to think outside the box and explore ways to sell your book beyond the traditional bookstore market.

How to Sell More Books to Corporations

For today's guest post I am delighted to have Brian Jud, a leading expert in "special sales" to non-bookstore markets, share his tips for selling to corporate customers.

Publishers seeking sales in non-bookstore markets often think only in terms of selling to retail outlets such as discount stores, warehouse clubs, airport stores or gift shops. However, there is an often-overlooked segment made up of buyers that frequently purchase books in large quantities, pays in 30 days and does not require a distributor. This niche is comprised of companies that buy books not necessarily for re-sale, but to motivate their sales forces, educate their employees, improve their images or use as sales incentives to sell more of their products.

This market can be lucrative, if you know how to sell to the buyers. This begins with an understanding of why they might use your books to improve their circumstances, to make their companies more profitable. An appeal to traditional buying motives may not work under these conditions.

The people with whom you will be negotiating are skilled professionals, used to dealing with knowledgeable, competent sales representatives. The buyer is probably not the Purchasing Agent for the companies, but perhaps the Human Resources Manager, Sales Manager or Brand Manager. The content of your book will determine the prospective decision maker.

How to Market Children's Books in Schools

I am thrilled to have successful children's book author Melissa Williams share her expertise in this guest post.

Children’s authors are always looking for ways to get their books into the hands of their audience . . . the children! Advocates for literacy hold the key to every door in this business, so naturally school visits are the number one way to reach your young readers and sell children's books. When developing your marketing strategy, don’t forget the obvious, your “think outside the box” attitude and always plan ahead. When doing your research, librarians, teachers, and principals should become your best friends. You should be working and collaborating with them before your book even goes to print.

Build Your Visibility

To establish your credibility and visibility to market children's books, start by joining organizations and attending literary conferences. Present yourself to teachers and librarians at local and national library conferences by becoming a speaker. While at these events, share a booth with other local authors and be available for networking, questions, and feedback. While starting to build your credibility as a public speaker, offer free author school visits as often as possible. You can even start with readings at your local library and bookstores for practice.

How to Schedule School Visits

Organize your visit to meet the needs of the school. Many teachers and librarians will not follow through with an author visit if it becomes more trouble than what it is worth. Have a plan. Remember their schedules are full, and they must allow time for you to come. Give them day and time options, clear and precise details, the grades you specialize in, equipment needs, and the number of groups you are willing to work with.