Getting Your Books into Stores as an Indie Author
There is no better feeling than seeing your very own books in stores for readers to buy! Plus, seeing them so cements your legitimacy as an author.
However, before you embark on the ideas in this post, consider whether you really need to have your books in stores, especially since buying books online is so convenient and ubiquitous.
While you’re considering this, remember that no decision in this regard is permanent. You might decide now is the perfect time in your bookish business to embark on this endeavor. Or, you might wait another year or so.
Regardless of your decision, the beauty of be an indie author is that the decision is YOURS.
Read on to help you decide if and when working towards getting your books into stores is right for you.
Indie Author Book Marketing: Getting Your Books into Stores
With the ability to print on demand as offered through Amazon KDP and IngramSpark, it’s now easier than ever to distribute your books as an indie author.
If you have decided to embark on getting your books into stores, here are some strategies to get you on your way!
📣 Ask to join an event, signing, reading, Q&A, meet & greet, girls’ night out, etc.
Leverage all that is around you: collaborate with business, influencers and entrepreneurs. Follow bookstores on social media. Tag and share their content, and make genuine connections.
Be on the lookout for any events happening that promote a topic that ties into your book.
Send bookstores personalized messages in which you introduce yourself and tell them how your book would be perfect for this type of reader. Perhaps the store would like to have you come and sign books or to host a Q&A?
Also have on hand a sales sheet that highlights any:
media exposure
awards received
area events
any best seller lists
anything that makes your book noteworthy
In order to help promote the event, offer your own contact list, email list, social media, etc. With such events, you can take advantage of both the store’s and your own promotional strategies to get the word out.
Most bookstores will stock books for the event and have you sign copies they’ll sell later. If your book sells, it could become a longer term or a permanent listing.
The hard truth: Stores are really only concerned whether or not your book will sell. With this in mind, you will need to show that you can send buyers into their store who are ready to buy YOUR book.
So, both before and after any event, market via your newsletter, social media, emails, and by putting up posters in the area.
While at the event, use your book’s hook when talking with potential readers. Remember, they likely don’t know you and are there because they want to learn more about you and to hopefully discover new books (YOURS!) to add to their TBR.
After each event: Consider everything you did to determine what works and what doesn’t.
the number of events
the cost of attendance
the number of books sold
the quantity of merch sold
prep time, travel time, in person time
= Was it worth it??
📣 Discuss Listing and Wholesale Discounts with the Store
While bookstores can order through IngramSpark, they will likely want more than 15% in order to sell it.
Most bookstores require a 40% discount, which means that you will have to set your IngramSpark wholesale discount at 55%. However, you might be able to strike a deal with the bookstore, since you’ll be driving traffic to their store.
Another option is that some bookstores might be willing to do a consignment deal, meaning you get paid after your book sells.
When embarking on such discussions, bring a review copy of your book, along with your sales sheet (please see above).
Options for Distribution into Stores:
🚛 IngramSpark has a global distribution network, allowing you to print on demand. Plus, they sell to places like:
independent bookstores
libraries
large chains like Barnes & Noble
🚛 Hybrid distributers have sales teams who pitch to stores to secure space on shelves, and some work with bookstores for physical distribution.
While some hybrid distributors have paid store space, consider where they are getting the catalogue listing. This can be achieved through using IngramSpark.
Of additional consideration is what happens when your books are not successfully sold through their sales team? When retailers are unable to sell books, there is often a high return fee.
So, be sure to ask many questions before signing on the dotted line with a hybrid distributor.
🚛 Seek representation through a distributor who will work to sell your book after you’ve done a print run. Most require that you have a clear promotional plan.
IPG
Small Press United
Baker & Taylor
Cons to consider when looking to get your books into stores:
Most books are sold online
Books are no longer typically discovered in stores
Print on demand helps ensure you don’t have extra merchandise on the shelves, thus removing the expense and risk. This can be done free using Amazon KDP and IngramSpark.
No matter where you are in your author journey, I am happy to help!
Especially if researching whether it’s time to get your books into stores isn’t in your wheelhouse, this could be a perfect job for an author personal assistant PA!
Not sure what you need? Let’s chat and plot next steps together!
Your supportive side character,
Lisa