Back in the summer of 2010, my first novel, Loving the Rain, was published in paperback only (I had no clue about ebooks). I was an 8th-grade English teacher who loved books, but I found I had no idea what to do with mine. I bravely ordered 200 copies. My students and fellow teachers were very supportive, and I sold about 100 copies easily. But what else could I do? I decided to attempt to sell them in public. I first went to the farmers' markets in the town where I taught and the town where I grew up. Both let me come for free initially. Next, both of those same towns had art in the park events, which was much more lucrative than the farmers' markets. I've sold my books at craft shows, book clubs, flee markets, workshops, Kiwanis clubs, bookstores, libraries, author expos, and town festivals, and I've learned a lot. The purpose of the rest of this blog is to share my insights on how to sell.
1. Have some common sense and thick skin when people you know don't buy from you. When I first started, every time I saw someone I knew, I assumed they'd buy a book from me, and when they didn't, it bothered me--until I gave it a little sensible thought. Just because the person is someone from work, your neighbor, your relative, or an acquaintance from church, it doesn't mean they're a reader. A few may purchase a book just to "support you," but if the person isn't a reader, they just stopped to say hello and congratulations. They don't buy because they don't read. There's nothing you can do about that, and it's okay. It would be like you stopping by the farmer's market, and your neighbor is selling beets, okra, eggplant, and collard greens, none of which you like or know how to cook. You aren't going to walk out with some collard greens anyway, just to be supportive if you don't like them or know how to cook them. Non-readers don't buy books. It's something you need to understand when you're selling, so you can stay upbeat even in the face of "rejection."
2. You don't have to sell shoppers on your books. Readers are attracted to books. I've been shopping with my wife before, bored and impatient, and then I see a bookstore. That's where I go. I read. I'm attracted to books. Readers love used book stores. Readers go to garage sales just to see if there are books. Readers look at their friends' bookshelves. And readers buy books at craft shows, art shows, and farmers' markets. You don't have to be a salesman. The more you talk about your books, the more likely you are to turn them away empty-handed. Tell the shoppers the books are mysteries, horror, romance, or suspense, but don't tell them what they're about or how long it took you to write them or what your characters are like or why you wrote the book. Let them read the back covers. Answer their questions with only a few words. Be polite and attentive, and let them decide for themselves like every shopper in a bookstore does.
3. If you're selling books and there are people standing in front of your table, other shoppers will walk by without stopping. So what do you do...or don't you do? First, don't attract non-book buyers to your table. Book lovers will walk directly to your table, usually to stare at your book covers for an uncomfortably long time. People who aren't book lovers may be interested in seeing what you're selling, but they usually don't stop. Don't try to draw them over. They might come to be polite, but if they aren't readers, they won't purchase anything, and an actual buyer might walk by while they're standing there. Don't put candy on your table for kids. They'll come for it, and the parents might stay to talk. Say hi to people as they walk by to show you're friendly, but don't try to get them to stop. Second, attract book buyers. Have attractive displays with pictures, banners, table coverings, books on book stands, etc. You want them to notice you have attractive covers and new books. And then smile, say hello, and talk as little as possible about your books. Let them sell themselves.
4. Hints: Stop yawning, stay off your phone, stand whenever people are around, herd friends and family to the back side of the table to keep them from blocking your display, and if someone stays and talks too long, see if you can get them to move to the side or ask them if they mind if other shoppers can get to your books.
5. Avoid pictures or posters/banners that show your book in e-book format. That gives every single shopper an excuse to not buy your book. They say they'll buy it on e-book, but believe me, they won't.
6. Have a credit card reader or application on your phone for credit card sales. PayPal, for instance, will take a small fee for the transaction, but if you only accept cash, you'll lose sales.
7. Give out business cards or bookmarks to buyers so they can contact you if they want to make future purchases.
8. Have a pen to sign your books...or pre-sign them. Buyers love autographed books.
9. More hints: Be kind...say thank you...be humble. Don't wear clothes like t-shirts promoting college teams or political affiliations because people will judge you. Compliment your shoppers, give kids discounts, and be willing to take a little off the sale price for people who buy multiple books (if they ask).
So someone stops by your attractive table with your books displayed neatly. You say, "Hi, how are you today?" After they reply, if they haven't said anything about your books, comment on something they're wearing or compliment them on something not offensive like "I like your hat" or comment on their college t-shirt. "Ohio State has a big game today." When they ask me about my books (I have eight), I say, "These three are detective crime mysteries. This one is a mystery/treasure hunt with ties to World War II. These three are time-travel action adventures." They might say, "What is your first book?" I say, "Loving the Rain." They might say "Does it matter what order you read them in?" I say, "Both of these are series, but they can be read stand alone." They might say, "What one is your favorite?" I smile and say, "Each one was my favorite until I wrote the next one." They might say, "Can kids read them?" I say, "There's no sex or swearing if that's what you're asking." They might say, "What are they about?" I hand them a book and say, "You can read the back covers and see what you like best." Are you getting the concept that I don't say much? Rambling on about your book and trying to convince people to buy your book are two things that simply rarely ever work. Let the books sell themselves while you are polite, friendly, and attentive.
Over the years, I've been to many events which included multiple authors. Some of those authors have literally left without a single sale. I've also shared a table at events where I've sold a lot, and my author friend sold almost none. There are reasons for that. So now that you have my experienced advice, start planning to sell in public. I've sold thousands of books, and I make far more money per book on printed copies than I do on line, and you will too.
