Bookstore Returnability Program
The inability to accept book returns has been a major stumbling block in the
self-publishing arena from the beginning, but Publish In The USA’ new
Bookstore Returnability program has leveled the playing field by making
books returnable through Ingram. When you choose to enroll in this program,
you make your work more attractive to booksellers everywhere and increase
the market availability of your book.
You have the choice of three terms for the Publish In The USA Bookstore
Returnability Program:
·
12-month Term - $699
·
24-month Term - $999
·
36-month Term - $1299
If you have a hardback edition of the same book, you can include the
Hardcover edition as well for an additional $199 per 12 months.
How Do You Make Publish In The USA’ Bookstore Returnability Program Work
for You?
a.
Call first
It is important to respect the time of the person you need to contact.
b.
Appointment
Set the appointment with the appropriate person and be on time. A good idea
is to try to set the appointment for the middle of the week and in the
morning or mid-afternoon. You may want to ask, “When are you 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.
c.
Attire
You probably don’t need to wear your Sunday best, but appearance is
important. Remember this is a business decision for them; let them know you
are serious.
d.
Preparation
Most publishing sales representatives 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 biography – 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 (your book will be returnable through Ingram, so it is best to
specify)
g.
Statement of returnability through Ingram
h.
On the back of the sheet include suggested dates for book signings
e.
Presentation
This is the most difficult part. When you go to the appointment try to
present the book in the third person. It is understandable that you are
passionate about your work, 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 that 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?
f.
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.
g.
Be Realistic
Understand most bookstores buy in small quantities (two to three copies at a
time). 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
Print-On-Demand 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.
