I am a bookseller because I love books. I admire authors and respect the time, effort and skill needed to create a book. I would love to support and promote every local author who’s ever come into my store asking that I carry their masterpiece…..but it just isn’t possible because:
- the book doesn’t fit the niche that I specialize in
- even if it fits the specialty, it may not be a topic that is of interest to my customers
- it’s obviously self-published (meaning poor cover graphics, poor binding, poor copy editing, etc….I have made exceptions for these, but only when I’ve had customers asking for the work)
- there’s no room left in the “Local Author’s” section (unfortunately I have to limit the space for unproven products and books as that pesky landlord keeps wanting his rent)
- I’ve learned to tell when an author will be a pleasure to work with, and when they won’t (another reason I opened my own business - I got tired of working with difficult people)
So how do you go about getting your book into a bookstore? Here are a few guidelines. Some are simple courtesy, others are common sense but I’m still amazed how often they are ignored.
Be professional. This is a business relationship you are setting up - so treat it as such and you’ll earn respect from the bookseller.
Research the bookstores in your area and only approach the ones that sell your type of book (eg don’t approach my store for your book on fly fishing)
Don’t call or show up expecting to talk with the buyer or manager of the store on the spot. We often don’t have time for an unscheduled sales call (and that’s what you doing now - you’ve taken off your ‘author hat’ and put on your ’sales hat’). Your first call (whether by phone or in person) should be to
- set up an appointment to meet with the buyer/manager and
- to send or drop off promotional material and/or a copy of your book for them to review.
(But having said that, if you’re visiting the store, do be prepared to meet with them right away - maybe they’ve just had another appointment cancel, or it’s been a slow day and they have some time for you right then)
When you call or visit to make your appointment, do it at a time when the store is most likely to be quieter (ie don’t show up right at opening or even worse ……Saturday afternoon!)
Show up on time for your appointment. Call if you’ll be delayed or need to reschedule. (yes, I’ve had authors (and even publicists) not bother to show or even call to cancel)
Be prepared to leave your book on consignment and to offer standard discounts.
Have a consignment agreement prepared that spells out your terms , states how many copies you are leaving and has all your contact information. (I have a books in the store right now that I have no contact information on the author for- the authors just dropped them off when I was busy with customers and have never contacted me again).
The store will probably have their own consignment agreement as well, that spells out their policies and procedures (eg when cheques are issued). Ask about anything you are unsure of.
If you have some promotional material (bookmarks, posters etc) leave them with your books. Also provide the bookstore with your website address so they can link to it from theirs and add the store’s website to your own links. If you don’t have a website, offer to email digital copies of any graphics you have for the book as well as the books ‘blurb’ (and then send it as soon as you can….don’t make them chase you for it.)
Tell them what else you are doing to promote the book - workshops, talks, book signings, etc. Offer to hold one of these at their store and explain what steps you’ll take to help promote it.
For some more suggestions check out these links:
- How to get your books into Bookstores
- Promoting your book through bookstores
- And go here to learn about some wrong ways of promoting your book and the reasons booksellers are sometimes leery of self-published authors
I welcome more ideas or questions in the comments. Until next time…..