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Books are sold in the following ways: 1) Through bookstores (not as easy as it sounds).
Major publishers and distributors send sales reps to the bookstores to convince the buyers to order stock in anticipation of the demand by readers. It is the job of the publisher’s marketing team, in conjunction with the author, to create this demand. If the books do not sell, the bookstore returns them to the publisher before the invoice is due (usually 60-90 days). Sales through the chain stores (Barnes & Noble, Borders, etc.) require acceptance by the headquarters before a title is put into their computer system. Small publishers and individual authors may submit a sales package to the chains, which includes a copy of the galleys, cover art, and marketing plans. Once accepted, the chains may allocate books to individual stores, based on sales expectations; or the individual stores may place orders, if the author or publisher has convinced them that sales will be higher in their region. Most, but not all, bookstores will accept books on consignment if the author is doing a signing or has convinced the buyer that there will be local interest in the book. It is occasionally possible for an author to create a local demand that leads to more national demand. 2) Through Amazon and other online retailers. All major publishers and distributors automatically register their books with Amazon, usually via an account with wholesaler Ingram. The author helps promote sales by encouraging readers to post reviews, and finding other ways to make their presence more visible. Small publishers and self-publishers who do not have a listing with Ingram may apply to join Amazon Advantage. They will receive payment for books sold directly from Amazon. It is important to note that just being available through Amazon does not guarantee sales. 3) Through specialty stores and gift shops. 4) Through your own website. 5) Through Personal Appearances (book signings, conference presentations, speaking engagements, etc.). The common factor through all these sales avenues is that books do not sell themselves. Readers must learn about your book, somewhere, somehow. Ultimately, that is the author’s responsibility, and it frequently requires more than a simple advertisement to generate a sale. |
