I hope you found yesterday’s post helpful and will follow the suggestions outlined for your next book event—whether it is a signing, speaking engagement or other bookselling opportunity. Today, we’re going to talk about some of the things you can do at the event to sell more books. But first, I want to let you know about a new FREEBIE I have ready for you to download at my website.
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So, how can an author sell more books at an event? Here are a few ideas:
• Give, give, give. Whether you are speaking, offering a demonstration or simply signing books or manning a booth, give guests benefit of your knowledge on the subject of your nonfiction book. If your book is fiction, bring one or more of your characters alive in your presentation. Make the story irresistible in your spiel, describe the setting with all of the detail and flair you used in writing the story. Make audience members want to know more. Help them to realize the value in your offerings.
• Put your book into the hands of potential customers as you’re talking to them. It is harder to say “no” to a good book with a beautiful cover once you’ve held it.
• Provide great-looking handouts—bookmarks, postcards, etc. I once saw an author hand out tiny representations of her novel. These simply looked like mini versions of her book cover. Sweet and charming. And, I might add, very popular with guests—something more than we’re used to getting.
• Offer a discount on your book and/or something free for the duration of this particular event.
• Make sure that your potential customers have many options for purchasing the book—using a credit card, cash, check, of course. But also include a QR code on your brochures or business card so folks can access your website and order your book on the spot using their SmartPhones or iPads.
• Treat each person who comes up to speak to you as if they are the only one in the room. Give him or her your undivided attention. Respond to their questions. Listen to their stories. If he or she expresses an issue related to your story or nonfiction book, explain how your book might address it in a positive way.
• Ask for the sale. No kidding, sometimes that’s all it takes to get a potential customer to move off dead center. Say, “How many copies would you like today?” or “May I wrap it for you?” or simply, “Please buy my book.”
• Stay upbeat, even if sales are down. Avoid going into an event with expectations other than to give all you can. If you count on a certain number of books sold, for example, you may be disappointed. It’s difficult to hide disappointment and a negative attitude can turn off potential customers.
• Speaking of attitude (or mindset), if you concentrate more on what you have to give instead of what you might get, you will have a more successful event.
• Collect names and email addresses at book events and follow up with guests when you get home. You might offer a free report or chapter for download at your site, an invitation to subscribe to your enewsletter, or simply a reminder to order a copy of your book while it is still at a reduced price.
You can’t force anyone to buy your book. And you shouldn’t try to shame them into it or use manipulation. But you can demonstrate your knowledge and expertise in the subject of your book or your unique and interesting approach to storytelling. You can charm potential customers and you can offer every incentive to buy. Some people will buy on the spot. Some will buy later from Amazon or when they see it again at the bookstore, perhaps. Others will never get around to it. That’s just the way it is.
For many, many more ideas for bookselling, order my book, Promote Your Book, Over 250 Proven, Low-Cost Tips and Techniques for the Enterprising Author. It’s at amazon.com and most other online and downtown bookstores. Also here: http://www.matilijapress.com