For many author-entrepreneurs, seeing their book nestled between bestsellers at a local bookstore is a dream rooted in both pride and profit. Whilst the digital realm offers vast opportunities, there’s an undeniable charm and credibility in having a physical presence on the shelves of bookstores like Barnes & Noble or Waterstones. This article unveils the roadmap to making this dream a reality.
Understanding the Bookstore Landscape
Generally, book buyers are pivotal players who decide whether your book finds a spot on the shelves or not (1), so you and your publisher generally have little to say—having said that each bookstore or chain has its unique demographic and genre preferences. For instance, a town with a military camp nearby might have a higher demand for military history books, while others might cater more to teen and adult fiction. This means that local store managers have some autonomy.
Knowing a store’s demographic is crucial as it helps align your book with its customers and pitch your book. (2)
The Book Stocking Process
- ISBN and Bar Code: Ensure your book has an International Standard Book Number (ISBN) and a bar code, which are essential for tracking sales and inventory. (3)
- Local Connections: Forge relationships with local bookstores. Many stores have a community events coordinator or manager to whom you can introduce yourself. Present your book and explain why it would resonate with their customer base. (4)
- [If you’re self-published] Utilise Distributors: Platforms like Amazon KDP and IngramSpark offer channels to get your book into bookstores like Waterstones. Each has its pros and cons, so choose the one that aligns with your goals. (5)
- Genre Alignment: Ensure your book aligns with the genre that’s popular or in demand in the targeted bookstore’s locale.
- Professional Presentation: Present your book professionally, showcasing its benefits and why it deserves a spot on the shelves.
- Promotional Strategies: Offer promotional strategies that can help drive traffic to the bookstore and increase sales.
- Community Engagement: Engage with the local community through book signings, readings, or other events that can create a buzz around your book.
- Follow-Up: Maintain a good relationship with bookstore managers and follow up to understand the sales performance of your book, and to explore further opportunities.
A Word on Sales Figures
Sales figures play a crucial role in the stocking decision. Bookstores operate on tight margins, and they prefer books that move off the shelves quickly. As such, a bookstore may buy one or two copies from you first, see the book perform and then order more.
“The bookstore wants your book to sell, but don’t expect the store to do the legwork for you. Have a solid marketing plan in place, and let the bookstore owner know what it is. It will show them that you take initiative and have confidence that your book will sell.” – IngramSpark
Smaller independent bookstores
Independent bookstores are treasured local hubs that often become the heart and soul of a community. Not only this, but they offer a curated selection of books, providing a unique browsing experience that’s intertwined with a personal touch. For author-entrepreneurs, forming alliances with independent bookstores can be a mutually beneficial endeavour. Here’s why and how you should consider stocking your book in these local gems.
The Whys:
- Community Connection: Independent bookstores are community-centric. They often host local author events, readings, and book clubs, providing a platform for authors to connect with readers on a personal level.
- Curated Selection: Unlike chain bookstores, independent bookstores often have a curated selection of books, which means they may be more open to stocking books from local or lesser-known authors.
- Supporting Local Businesses: By being stocked in independent bookstores, you are supporting local businesses, which in turn, fosters a stronger local economy and community.
The Hows:
- Better Wholesale Prices: Offering better wholesale prices to independent bookstores can be an incentive for them to stock your book. A more favourable margin allows these stores to cover their costs and still make a profit, making your book a more appealing choice.
- Make Books Returnable: One of the risks bookstores face is being stuck with unsold inventory. By making your books returnable, you alleviate this risk, making it easier for them to agree to stock your book.
- Personal Relationships: Build personal relationships with bookstore owners and managers. Understand their clientele and explain how your book could appeal to their regular customers.
- Local Author Events: Offer to host a reading, book signing, or a workshop at the bookstore. Events can drive traffic to the store and provide an opportunity to interact with potential readers, creating a win-win situation.
- Professional Presentation: Like with chain bookstores, ensure your work of art has a professional appearance, with a clear cover, spine, and back cover text, along with a barcode and ISBN. Also, provide marketing materials like posters or bookmarks that can help promote your book within the store.
- Regular Check-ins: Keep in touch with the bookstore staff, check on how you’re selling, and be open to feedback. Regular communication can foster a long-term relationship beneficial for both parties.
- Promote the Bookstore: Promote the bookstore in your marketing efforts. Mention them in your social media posts, your website, and in local media. The more traffic you can drive to the store, the better for both of your businesses.
By aligning your approach with the ethos and concerns of independent bookstores, you not only increase the chances of getting your book stocked but also contribute to a vibrant local literary ecosystem.
Conclusion
Getting your book stocked in physical bookstores might seem like an uphill battle, but with a well-strategised approach, it’s an achievable dream. Building relationships with local bookstores, understanding their demographics, and offering a professional presentation are key steps towards making your bookshelf dream a reality.
