Book Signings & Appointment Setting

There was a time when authors only needed to write. Publishers took care of marketing, promotions, and secured sales. Unfortunately, those days are gone. Landing a contract with a top publisher doesn’t guarantee an author’s success. Too many variables make it nearly impossible for publishers to realize what’s hot and what’s not.

For example, right now Borders is supportive of local authors and Barnes & Nobles is not.  Independent bookstores are a mixed bag.

What’s hot now might not be hot once a new product is released. What’s cold, might be the next hot best seller. It all depends. What does it depend on? Luck? Timing? Yes, of course luck and timing play a role, but mostly the leg work performed by an author makes the difference between selling thousands of copies of a title, as opposed to selling only hundreds.

As a seasoned fiction writer, I know my field is highly competitive. Walk into any Barnes & Noble across the country and you will immediately see why. Aside from aisles and aisles of fiction titles stacked on shelves spine-out, there are floor and tables displays covering every useable inch of space allowed. Please, let’s not forget the mark-down displays. Those tables are filled with hardcover books from best selling authors for below paperback prices. I’d be lying if I didn’t tell you when I shop books I shop the mark-down display first.

If I go to a bookstore, hungry for literary entertainment, but don’t have a particular title or author in mind, what is it that makes me select a book for purchasing? Again, I won’t lie. One of the first things I look at is the cover. Forget the old saying that you should never judge a book by its cover. The saying might be true. I’ve been misled many, many times. If the lesson is there to be learned, I’ve yet to appreciate the value.

I start my hunt for fiction by scoping out the book’s cover. Always. Next, I’ll read the synopsis blurb on the back of the book, or inside flap of a dust jacket. Lastly, I’ll read the first chapter. If an author can’t hook me by the end of the first chapter (or first several pages, in some cases), then I set the book back down, and slowly back away.

Personally, I am prone to trying books by unknown authors, or unknown to me, anyway. For nearly a decade I’ve written book reviews for a number of publications and websites. Most of the books sent for review were by authors I’d never heard of. What I found in most cases was that I enjoyed the thrill of discovering new and notable talent.

The only time I might deviate from the set-in-my-book-shopping ways, is when I walk into a bookstore and see an author doing a book signing. Maybe because I’m an author and have spent countless hours sitting at similar tables anxiously waiting to scrawl my John Hancock onto the pages of the baby I’d created, that I immediately wander over to see what the writer has written. What the author doesn’t know is—I’m a sure thing. I’m buying a copy of whatever is being sold. This doesn’t mean I won’t make the author work some to get the sale.

Let me switch sides of the table here. Doing a two-hour book signing is tough. I average 30 to 40 each year. There are days, many, many days, when I spend most of the two-hour stint focusing my attention on my pen as if it were the most incredible object I’d ever seen.

There are “tricks” to holding a successful book signing. Here are some things to keep in mind:

Dress professionally. The general public believes writers are elite. Don’t shatter that image. (I will generally wear jeans, with dress shoes, dress shirt and tie).

Don’t be preoccupied—even by your pen. I’ve seen authors at signings who sit back at their table and flip through a magazine, or worse, bring their laptop and click away at the keys. Doing things like this make you unapproachable.

Try to arrange to have your signing table at the front of the store, or main entrance. At signings where I have been on a second level, or tucked away down the fiction aisle, I knew sales would be low and usually were.

Greet everyone that walks by with a “hello,” or “Hi, I’m so-and-so, author of …” I can’t tell you how many times I have been mistaken for an employee of the store I was signing at, and have been asked, “Where can I find …”

Have a sign to hang on your table, or a poster to display on a stand that announces you are an author here for a signing. This helps clear up confusion about why you’re seated at a table surrounded by copies of a book(s).

If someone makes eye contact, but looks hesitant, make the first move. These are shy people. They want to know more, but aren’t sure how to ask. (See Step No. 4 above).

When someone stops to talk with you, offer them a copy of your book while you engage them in conversation. It is much harder for someone to hand you back your book once they have it in hand.

It may be up to you to start the conversation. You might get a, “So, you wrote this …” The ball’s in your court. Keep the conversation simple, but sell them the product. I might start by saying, “Yes. I’m Thomas Phillips.” Shake hands. “This is a thriller set in … it’s about …” from there, questions should follow. “How long did it take you to write this? Was it hard getting published? You do this full time?” Consider it an interview. Smile.

Freebies. People are a sucker for anything free. This can be from bookmarkers to a bowl of Hershey Kisses. Be creative, but don’t wreck your budget.

If the potential customer looks on the fence, move in for the sale. “I’d love to sign a copy for you. My email’s in there. I’d love your feedback.” Make them important to your future success. After all, they are important to your future success.

If there is no sale, offer a business card with your information on it. They may look you up at a later date, or pass the card on to someone who might better appreciate the kind of book you’ve written.

Be prepared. Come with more than one pen. I like fine tip black sharpies. The ink doesn’t bleed through the page, dries quickly.

What are realistic sale expectations at a book signing? It all depends. Not a solid answer, I know, but an honest one. If you sign books at small independent stores, expect to be treated like royalty—but maybe not to land as many sales. If you sign books at a store in a mall, sales tend to be better. The weather is always a factor. If your signing is in a mall, bad weather is better. People have nothing to do outside. They go to the mall. Nice days tend to be book-signing killers.

Premium signings occur around holidays. The months of November and December will be the bread and butter events. People buy up signed books for gifts. Suggest them as gifts for those friends and family that are tough to shop for. Summer months are tougher on authors. Nice-day-syndrome comes into play once again.

Hopefully, signs have been hanging in the store for weeks prior to your event. This helps spread the word about your book, and your name. If at all possible, write ups in local papers, or interviews on local radio and television stations run on the day of, or prior to the event. Any one sale makes a signing a success for these reasons. One sale can easily translate into more sales by word-of-mouth publicity—word-of-mouth is free, and sometimes the best marketing an author can hope for—if the person who bought your book shares it, and tells others about it after reading your work. Then those people tell others, and others tell others . . . You get the idea.

Are doing book signings worth the time an author invests? Absolutely. Book signings are not just worth holding, they are essential. So, good luck and happy book selling!

What if we helped you setup book signings?

1) We contract with you for 3 hours of appointment setting time. We will need this initial information to get started: Please fill out the form below.

  

Title of book

Author's name on book

Your real name (only if different than author's name on book)

Your E-mail Address

Is your book available in hardback, paperback, or both?

Short description of book (back blurb)

Category/Topic/Genre

ISBN (please provide both hardback and paperback if you have both)

Your MAIN phone number and best time to call/not call

What is your current book inventory?

Have you had any signings before? If yes, what cities?

Are there any specific dates or times you'd be unable to have your signings?

What is your Zip code?

In what cities would you prefer to have your signings?

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BOOK SIGNINGS ARE VERY IMPORTANT, FUN AND THEY SELL BOOKS!

Book signings are a tried and true method to sell books. And book signings are a great way to introduce yourself to local bookstores, and announce to your local and regional area that "a new author is in town"!

Also, as a new author, it is rare that a bookstore will carry your book without some sort of marketing demand generator like a book signing. Please note that dealing with bookstores is a very interesting process. We do not want authors calling on bookstores without some level of coaching. If you want to call on a bookstore, please email us first.

(See this blog about dealing with bookstores http://www.strategicbookpublishing.com/blog/?p=6 )

Please consider letting us setup some signings for you. Of course, signings aren't for everyone, so if this is not something that you want to do, then of course, it is optional.

As your publisher/marketer, we do need to know though, if book signings are for you. So please reply to this email and let us know if you are interested or not.

Cost: You must have at least 30 books on hand to do a series of book signings. We will discuss your inventory, shipping dates, and other factors before we set your first appointment.

Success Story #1
Last week I had my first book signing at our local (and only) bookstore. It lasted for 2 hours and I had a line of people the whole time. I sold close to 30 books! It may not be much, but for my first signing, in a town as small as this, it was very exciting! Our bookstore has placed about 5 different orders since the book went on sale in August. My wife and daughter have also sent fliers to close to 3,500 bookstores across the country. Hopefully all of their hard work will pay off!

Note: We do charge for this service to non-AEG/Strategic/Eloquent clients, but for our clients, the service is free for your first round of signings. After that, depending on how many books you sell, it may continue to be free, or we may ask for your assistance in paying for the appointment setter). Every situation is different, but remember, the first series of appointments for you is FREE.

Disclaimer: Book signings are the most exciting avenue for an author to sell their book. However, to ensure a successful signing, one must not be shy or timid. The key to a successful book signing is getting potential buyers to be as excited about your book as you are. If you are not comfortable telling others about your book, chances are others won't want to read your book. Strategic Book Marketing offers many avenues for authors to sell their books, and if you are overwhelmed with the thought of having a table full of books near the entrance of a book store, visiting with everyone who comes near you and showing genuine enthusiasm about your book, then we invite you to inquire about Strategic Book Marketing's other areas of book marketing.

About Your Book Signing Appointment Setter:

Once we have all the details about your book and the places you'd like to have a signing (all we need is your zip code), we will begin the process of scheduling them, based on the date and time that best fits your schedule. You are not just limited to having your signing in national bookstore chains. Many of these large retailers are hesitant to schedule signings, and we've found that smaller stores or independent bookstores are often more accommodating. You can also be creative when determining a place to have your signing. Is your book about animals? A pet store would be an ideal place. If your book is about sports, then it may be fun to have a signing at a local stadium before a game. We'll work with you to determine the areas of interest in your book. The possible selling points are endless.

Frequently Asked Questions (FAQs)

Q) Can I have a book signing at a business that does not sell books?

A) Yes! You will never know unless you ask. Get creative! Most businesses relish the opportunity for increased traffic generated from your signing. Some businesses may want a percentage of your proceeds but will welcome your event.

Q) Can I schedule more than one signing at a time?

A) Yes, to start you out, we will try to get you three signings.

Q) Can I schedule more than one signing at the same location?

A) Yes. The business where you have your signing ultimately has the say, but if your first signing was successful, a store will mostly likely want you back.

Q) How far in the future do you usually book for book signings?

A) at this time we are looking into mid-January, or about 6 weeks out.

Q) Can I pick the locations?

A) Yes, with us.. We like independent bookstores to start, and then we move to the chains. Click on the bookstore link to see the stores in your area. http://www.bookweb.org/aba/members/search.do

Consider coffee houses - One author writes, "I have been arranging my own book signings. Have had successful signings (more than $100 worth of books) at coffee houses, and a really successful one at a biker bar. Of course, The Anvil is action/adventure.

Q) Once I do a book signing in a store, will the store carry my book?

A) Usually yes. It's a bit complex, but we will help handle the negotiations.

Q) I am very interested in setting up some book signings. In addition to having the books on hand, what other fees are involved?

A) There are no other fees. We'll setup the first 3 free and then decide if you need/want the service and if it is making money for you, and everyone. All we need is your zip code to get started.

Q) Are you saying that every store will need me to buy and bring 30 books?

A) No, you keep 30 books on hand and you take them around with you.. Not per store… Also, each store may want to order from you, us, or Ingram. It's complex and that's why we want you to have books on hand.

Success Story #2
Just a note to bring you up to date on my current marketing progress. First, The Anvil has received a glowing review at www.bookideas.com. There is a link there to Amazon.com for purchase. Had my fifth book signing last Saturday at Barnes and Noble. Started with fifteen books, sold all but two, which were put on the store's shelves. Have been invited back to local Barnes and Noblen ,ow and at Christmas to do signings for both The Anvil & We Had Our Best Discussions in the Bathtub.

Q) What determines a successful signing?

A) Most authors consider selling 5-10 books or more to be a successful signing.

Q) What happens after my signing(s) have been scheduled?

A) You will be contacted as to the location, date and time of your signing. It will be up to you to finalize the details with the store manager. We will take care of most of the details, and you will need to call and introduce yourself, and confirm the details before you arrive.

Q) I'm International, does this still apply?

A) Yes, we need to plan orders/shipping, but we are happy to make international phone calls.

Q) I wrote the book for an American audience, US spelling, colloquialisms explained, etc. Why, then, hasn't anyone mentioned American bookshops?

A) US bookshops need some kind of demand stimulation. In other words "why should they carry THIS book?" So, in the absence of a big advertising campaign, local author activity, or the corporate buyer wanting them (which we are working on), getting into bookstores is a tough nut to crack.

Q) What will I need to bring with me to my signing?

A) If you have both hardbacks and paperbacks, bring at least 15 of each; or, if you have only one type of book, bring at least 30 copies. While you may not sell that many, it is always good to display a large quantity of books.

Conclusion:

While your first signing will undoubtedly be somewhat intimidating, the more signings you have, the more comfortable and confident you'll be (and most likely the more books you will sell). We are ready to assist you in scheduling your own tour of book signings in the towns and locations you want to go. You don't have to be a famous author or celebrity to have a successful signing. Just show potential buyers how excited you are and how much you love your book, and it won't be long before that excitement and love transfers to people who buy your book.

The Next Step if You are Interested:

1. Please copy and paste the following responses in an emailand then send them to us and if you are not interested in book signings, please let us know.

2. If you are interested, please fill out the following questions and email them to us. Quick and short answers will do.

AVAILABILITY: We are all time challenged. Which statement is closest to your situation? Please give us a brief overview of your personal time situation. (one day a month, every couple of weeks, once a week, every appointment you can get me).

YOUR SPEAKING BACKGROUND: Confident … , Probably do ok….. , Would like some practice help. (note: we are happy to spend some time with you on the phone helping you practice your pitch. We want you to succeed and give a good presentation.

CAN YOU BRING AN AUDIENCE? Clearly the store wants traffic. Who can you bring? Who can you invite? All your friends? Business associates? Your 10 brothers and sisters and all their families? What lists do you have? Keep in mind that you probably know more people than you think you do. We suggest that you get out your computer email contact list, and your cell phone number lists, and simply go through them. You'll be surprised at how many groups you really know.

HOW MANY BOOKS DO YOU HAVE ON HAND NOW? You need at least 30 to begin this process. If you do not have 30 on hand, please email AuthorOrderManager@aegpublishinggroup.com and get that order underway, and let me know that you did so.

DO YOU HAVE ANY QUESTIONS? If so, ask them here.

Once we receive your information we will choose a mutually agreeable timing plan of action. Unfortunately, this is 'first come, first serve' as we have a finite number of appointment setters.

We look forward to hearing from you.

Book Signing Manager
Strategic Book Marketing
Booksigning at strategicbookmarketing.com
For Strategic & Eloquent Books

Ps. Sales Strategy

Please allow me to take a minute and explain our sales strategy.

Our number one goal is to reach a minimum of 10,000 direct sales, or 20,000 wholesale sales with each author we publish. For sake of this discussion we categorize sales into 3 categories (in descending order of preference).

A. Direct Sale - a "direct sale" is a sale at full price. The author and the publisher get the full
sales proceeds, ie. If we sell it for $15, we get $15.

B. Wholesale Sale - This differs from a "direct sale" because we must give the retailer typically 50%.
Amazon, Barnes & Noble, Gift Shops, etc.. There are no returns allowed.

C. Bookstore Sale - Not only do you give up 50% or more to the distributor and bookstore,
we also must deal with the spectre of returns.

Imagine that a buyer at Barnes & Noble, a large US bookseller, loves the book and buys 5000 of them.
Imagine that he was wrong and they return 4000 of them, as per their contract. I think you can see
that this kind of sale can literally break the back of a small publisher. This is not to say, that we won't
pursue having the local bookstores carry our author's books. That is a local decision, based on the
author's ability to drive demand through signings, media, etc.

We love direct sales. We tolerate wholesale sales. And only in certain cases will we pursue bookstores (typically if our direct + wholesale numbers are good enough to cover the risk of selling to bookstores). We will always support our authors in their local/regional bookstores though.


How a Book Signing Can Help Get Your Book into a Major Book Chain

The Borders/B&N/major players bookstore’s relationship with yet-unknown authors is a bit hard to explain. The majority of our new authors send us the ‘how do I get into’ question almost immediately after their books hit print. Sometimes our response may be a bit difficult to understand. We don’t intentionally try to sound ambiguous, but it frequently comes off that way. I’m going to try to explain it from the point of view of a yet-unknown author – referring to myself.

My book was self-published, and I originally believed my struggle to get into a major book chain was caused by the stigma of ‘self-publishing’. I beat my head against that door for a long time. You see, I started out by approaching local store managers who really didn’t understand how the books on their shelves were chosen. After a few serious conversations with publicist, including Ariel Ford, I started submitting my questions to the corporate end of the big chains.

In reality, big chain stores are simply big businesses. They aren’t interested in whether the books they sell are good or bad. When they stock a book, they are betting on whether or not it will sell. I’m sure you have noticed all the books on the shelves of Borders and Walden’s. Each one was chosen because of the book’s possibility of making the company money. And this is where it gets a bit complicated.

Obviously best selling authors are chosen first because they have a proven record. After that, books are chosen because the title or the author has a proven sales history. Now and again a book might be chosen because the book or its author happens to be in the right place at the right time and catches the eye of a book buyer. That’s why our company participates in book expeditions and hires people like me to create marketing media for our authors.

We also work with our authors to get them out there to promote themselves and their work. That’s what YOU have done so beautifully as evidenced by your opportunity to get into an area Walden’s. That’s a giant step in the right direction! Selling well in one store can get the attention of other stores. Sadly, a lot of our authors walk into a Borders and speak with a manager who might have just as easily said, “We don’t work with local authors” and the author would have given up. The truth is that a lot of store managers are afraid to invest in a local author in case the book doesn’t sell – so they just say ‘no’ and they hide behind a not quite so true company policy.

My first positive experience was with Barnes & Noble. I had previously visited a B&N in another state and was told by the manager that he wasn’t allowed to stock my book. Once back in my home town I made it a point to talk with the local B&N Community Relations Manager. She told me what Ariel Ford had previously told me. Most large book stores require a return agreement on unsold books. But even with that agreement, stores are reluctant to take on books that don’t come with a proven sales record. Shelf space is limited, and the store manager is responsible for selling the books they stock. So even if unsold books can be returned, that means the store lost out on a chance to make a profit because they stocked a book that didn’t sell.

I convinced the CRM to give me a chance by letting me do a signing. She did, I was a big success and she stocked my book. The book sold so well that it got the attention of other stores, and I was stocked in other B&N’s as well.

Now – as to our advising authors ‘not to do signings’ with big chains; we don’t want you to avoid those opportunities, but there are special considerations. As I said, those stores generally require a returnable clause. Sounds good, but there can be a ‘down side’. Say Borders orders 12,000 copies of your book to distribute throughout the country. You get a big fat checkJ. But let’s say after an initial run on sales, they dry up….. Chances are you have already spent or invested what you were paid. Then you get a letter saying all of the unsold books are being shipped back and you need to send them a check for those returns. It happens all the time with big time authors – usually after their books have a great run. It doesn’t mean the end of the book: it just means the format will change to trade. However, authors such as Anne Rice, John Grisham, Nicholas Sparks, etc. have enjoyed great financial success and they can actually budget for spending thousands of dollars to sell mass quantities of their work and still have money to pay for returns. Most of us start-up authors can’t handle that kind of investment.

You don’t want to run from the big chains – you just don’t want to bank on entering the B&N/Borders guys right out of the publishing gate. It generally takes time and effort to get your work recognized on that level. Get those sales numbers up there. That’s how you make money on your work – and how you become a well-know author.

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