At Worldcon, I got the chance to chat with Roxana Arama, the editor of Planetside (formerly the SFWA Blog). We had a great conversation and she encouraged me to write a pitch for an article.
Upon reflection, I decided to pitch an article about hand-selling books for authors as a kind of Bookselling 101. Since I had time in August (and was likely to have less time once the academic year started), I went ahead and drafted the article even before my pitch was accepted, figuring I would post it to my blog if it didn’t get accepted.
My pitch was accepted, but with a modification: They wanted a Bookselling 201 article and were most interested in having my expand on the aspect about pitching and hand-selling books. I made the necessary revisions and the article, How to Hand-Sell Books for Fun and Profit, is now live at Planetside.
I thought it would be fun to share the rest of the Bookselling 101 article I wrote here.
Where to Sell
There are a large number of opportunities where you might be able to sell your books directly to an audience. Perhaps the most important are the national and international conventions, like Worldcon, Dragoncon, and Comicon. Regional and local conventions are also worth attending. Additionally, there are often a vast number of local events that will welcome an author selling their books, including festivals, artisan markets, and holiday markets.
Conventions usually have a “dealer room” where most of the bookselling happens. Dealers pay a charge to have a space in a room with other dealers where they can sell their wares. For an individual author — especially a beginning author — the charges for a table may be higher than are warranted. But there are sometimes ways to share the cost. It may be that your publisher will already have a table. Or will pay to have the table, if you volunteer to help staff it to sell your books and others from the publisher. Some groups, like Broad Universe and Small Publishing in a Big Universe (SPBU), offer tables that multiple authors may join and share. Many conventions also offer other opportunities for individual authors to sell their books, in an “author’s alley” or via book-signing events.
Your Personal Brand
Presenting yourself and your books effectively makes a good first impression. Branding works. Many authors use some props to create a distinctive author appearance: a distinctive hat, like Tobias Buckell’s beret, or a T-shirt with a graphic design that evokes or aligns with your brand. A tablecloth and tablerunner, or banner, with branding are worth having to give your bookselling operation a polished, professional appearance.
Branded giveaways are useful to remind people about your books after they’ve walked away from your table. A business card, with a QR code linking to your website, is a no brainer here. But there are a lot of other easy and fun possibilities. Bookmarks are an obvious choice. Stickers can be good, although they’re more expensive and some venues ban the distribution of stickers. Some conferences use badge ribbons and, if you can think of a catchy hook, they have the added advantage that other attendees may see other people wearing the ribbon and will come to your dealer table because they want to get one of their own.
If people purchase several books, it’s convenient to be able to offer a bag to help them carry their books away. Be aware that in some localities, disposable plastic bags are outlawed, so paper bags are safer. The bag is another opportunity for branding: A rubber stamp works well, but stickers or labels can do in a pinch. Alternatively, you can purchase some branded reusable bags to sell.
Practical Concerns
Books are heavy, so a collapsible cart or wagon can be invaluable for moving your books and other materials during load-in and load-out. Stout cardboard boxes are ideal for protecting your books. But high quality reusable grocery bags with a flat bottom are convenient too and have the added advantage of handles. Book stands are also useful for standing up just a few books to highlight. (They’re also useful for when you’re a participant at a panel, to show your books while you present!)
It’s fun and easy to also sell books at outdoor festivals and markets, but you need some additional resources. You will probably want a collapsible 10×10 foot tent. Some are much easier than others to transport and setup by single person, so consider those factors when making your selection. Also, be sure to get some weights so that your tent doesn’t blow away in the wind. (Ask me how I know this…) You’ll need a table and some folding chairs. Usually tables and chairs are provided in dealer rooms, but for most festivals, you’re on your own. An 8-foot folding table works well. But two smaller tables — or just an additional table — can provide some flexibility.
Hand Selling Books
The most important thing I’ve learned about bookselling is that a concise, polished pitch for your book greatly increases your chances for making a sale. My article at Planetside, How to Hand Sell Books for Fun and Profit, goes into more detail about this.
Financial Concerns
Before selling anything you should make sure you have your financial ducks in a row. If you are selling on behalf of another organization, like your publisher or SPBU, they may have taken care of these details beforehand. Otherwise, you should consider setting up a separate bank account for you to keep the finances of your bookselling operation separate from other activities.
Honestly, if you’re a professional author, you should already have a separate bank account for business income and expenses. But, if you’ve resisted that up to now, stop resisting — you really need that, if you’re going to be a book seller.
Before you start selling, you will probably need a Tax ID number in order to collect and report sales tax. The rules and the amounts can vary widely depending on the locale. The rules for this vary from state-to-state or even city-to-city, so be sure to check the laws carefully in your locality.
You will need to accept payments. There are a few payment processors that offer inexpensive integrated systems you can use as a Point-of-Sale terminal. Many cell phones now can accept NFC (tap) payments with one of these using a card or phone or smart watch. There are also inexpensive devices that can accept tap payments, but allow someone to also insert a chipped card. These systems generally impose a 3-4% charge, which you will need to price your products appropriately to cover.
Different events bring people with different preferences for how they want to pay. Most transactions are usually via credit cards but, at some events, many people will want to pay cash. An envelope containing small bills is useful and that can also hold the cash collected. I usually start with $100 in one, fives, and tens to make change. I can then easily calculate the additional cash collected by the end of the event, to confirm it matches the transactions recorded in the payment processing system. Some events and populations prefer yet other payment systems, like venmo or paypal. It’s useful to be able to accept payments using whatever system the customer prefers.
I’ve generally found it convenient to price products at even dollar amounts that include the taxes and payment processor charges. Remember that, if you price something at $11, you will need a large number of ones and fives to make change, if you have many cash sales.
I’ve found that printing price tags on florescent card stock is useful. I have a template with prices along the edges that I can cut in half and then cut between the tags. These are easy to tuck in between the pages of books, so they stick up and are highly visible. You can use the different colors of tags to indicate various things: e.g. price range or genre. People like to know how much things cost. If you don’t have price tags, people will need to ask you, which will deter sales.
So, that’s it. That’s pretty much everything I know about selling books. Yep, that’s pretty much it. Oh, except you need some books to sell. You should probably go write some books now.