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How Do I Make Llumina’s POD Returnability
Program Work for Me?
Here are some suggestions when approaching a bookstore. Many of
them are common sense, but 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 personnel cutbacks, many employees are required to
perform many tasks. Respect their time.
2.
Appointment – Set the appointment with the appropriate person and arrive on
time. I 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
– I don’t think you need to wear your Sunday best, but appearance is important.
Remember this is a business decision for them; 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; they
don’t have time. Since booksellers expect to see a sell sheet, give it to
them. Be succinct and to the point, it doesn’t require great detail but it
should contain the following:
a. Picture of
the cover
b. Paragraph or
two about the book itself (the back cover copy)
c. Author bio
– This is extremely important particularly if you have written a book that may
have greater interest in certain geographic areas.
d. ISBN
e. Retail
Price
f. Where to
buy, available from a wholesaler of your choice (it is ok to name them).
g. Statement
of Returnability through Ingram.
h. 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. I understand the
passion most authors have about their art, but it’s harder to approach the
appointment in that manner; it will put the decision maker in an awkward
position. 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 him 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, say to them “I
know you originally said no, but the bookstore down
the street put 3 in their store and they sold. Would you
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. That’s what POD is all about. The
more reviews you get, the more book signings you do, the more exposure you get,
the greater your chances of success. It takes time and effort to build momentum
and build your sales volume.
8. Catalog
Participation – In addition to your own efforts, you can participate in our
Summer/Fall or Winter/Spring catalogs. These will be carried by
bookstore representatives to some 2500 bookstores nationwide.
Click here to find out more..
FAQ
Bookstore Returns
Costs
How to Work the Program
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