Saturday, October 8, 2011

How booksellers work

I've been in the book business a long time. I started in Indy Book stores, then moved to a chain, then a wholesaler. One of the larger wholesalers in the world, actually. I love books and book people. And because of who I worked for and the things I know and the fact that I am a writer, too, I've had the moment to talk to a lot of writers with some weird ideas about how things work.
Like the writer who, upon finding I worked for Barnes & Noble told me how she always faced out her books when she was in a store. She went on to explain she knew it didn't stay that way for long, but she thought she might get a few seconds exposure.She said she knew we had a plan o gram.
1. The average bookstore employee makes 8 dollars and hour. For that you don't buy a lot of hop to. If there was a plan o gram, which there isn't, an employee doesn't have the time or inclination to notice when things aren't in it.
2. About that book store employee. He is a valuable resource. You're there, you have time to find your book. Let me explain something People work in bookstores for the love of books. It's not the pay. (See above) Let me reiterate. Booksellers love books. You have a book. And all of them have particular kinds of books they like so if your in the sci fi section, most likely in employee closest to it is a sci fi fan. They talk to at least ten sci fi fans a day. Do you see where this is going? This is why you need to carry a copy of your book with you any time you enter a book store. Booksellers can be bought for free books. Don't waste time facing out your book. Find the guy who likes sci fi and give him the book. As a former bookseller, trust me, he will recommend it to everyone who comes in if he likes it.
3. Booksellers are book groupies. It's an insular little group and they all know one another. They all have one thing in common, they think authors are cool. Making friends with one booksellers is a good way to get street cred. And what they talk about when they get together (and they do) is well you. Always be nice to booksellers. even if they are jerks. If you get one who is just an ass, be nice anyway. All the other booksellers know he's an ass and will be impressed with your professional decorum if you can endure him with good grace.
4. Booksellers not only talk to each other, they talk to Publishers, too. Yes, all publishers send out sales reps to all booksellers. and what do they talk about?  AUTHORS!!!! So be nice.
5.Booksellers gather. At least once a year, sometimes twice they fly to a city, rent a hotel and get drunk for three days. You can go there too. They have a day where they let vendors buy table space and sell their wears. Independant book sellers have the ABA (American Booksellers Association ) and a number of regional groups, like NEBA (New England Booksellers Association) SEIBA (South Eastern) Mountains and Plains, Mid Atlantic... All you need to do is Google. Go be friendly, have dinner with the group and tell some good jokes. Big chains have managers meetings with the same perks.
6. Booksellers are by and large wonderful people. They love to chat and talk about books.  You should make it a habit of going into every bookstore you see and talking to people. Most customers walk past the Best sellers lists to go to the Staff recommends list. I suspect it's the human touch. Booksellers like the human touch, too. Take in some free bookmarks, free books, tee shirts, whatever you got. they love free stuff and they are the ones selling your book. Befriend them
7. More and more, bookstores aren't doing signings anymore and I don't blame them. A signing is a writer sitting, looking bored behind a table while customers try not to get to close to the table. I mean, you don't know that guy, his book might suck and he might hard sell you. I suspect, though that if you went in with a plan for an event, like a speech, or a party or a contest that will drive customers into their store and which you will advertise with press releases in all the local papers. they might think differently. And they might do it because it sounds fun.  More on this later.
8. Speak to the manager or owner. Just ask. They are booksellers too. And often they can arranges events, set up special displays let you sign copies of your book they have in stock - all sorts of things.

So to sum up. Booksellers are your friends. Be nice, give them free stuff. A sales person thinks that if they knock on every door in the world, they will get rich. A marketer thinks the same thing, except he wants someone else to knock on the door. Booksellers are already in those doors. They have hundreds of people who come to them every years says "Can you recommend a good book?"  Do what you can to mane sure they say yes and think of you.

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