Friday, September 20, 2013

The Most Effective Bookselling Method

There is only one form of bookselling that has the highest success rate. You may think social media is the wave of the future concerning book sales. Not so. You may think virtual book signings is the way to go. Not so. When it comes down to it, the old, tried and true method to sell more books than not is direct sales -- even for eBooks!

Many people will support your smiling face quicker than your flashing website. To the advantage of the average salesman or saleswoman, one of the toughest words for many people to say is "No". Now of course you don't want to take people for granted, but it doesn't hurt your chances of making sales to play on a person discomfort to say no.

Now how does that work. The best example I can think of is a book signing I attended with my client Councilman-at-Large Jerry L. Maynard at the Southern Festival of Books (How to Lead when No One Follows) . A passerby walked up looking at other books. Councilman Maynard told the person who wasn't even from Nashville about his book and then told the person to look in the book. The person politely declined. Councilman Maynard proceeded, "It's a great book, go ahead and take a look at a few pages." The person conceded to look in the book. The person went to put the book down, but Councilman Maynard went on, "go ahead and get the book. I'm telling you, you'll get a lot from it."

You guessed, the person purchased the book. I doubt the person had any interest in the book, but people don't like the discomfort of saying no. Maynard didn't bully the person. He just gave a few extra nudges to keep the person engaged.

The high tech, fancy-smancy marketing tricks are great, don't get me wrong. Social media, radio, television, blogs are all great, but to the core they are passive. You can only HOPE your message will inspire immediate action, but you have no influence on that person's response. You've got to get in peoples faces and give those extra nudges of encouragement sell those books.

Happy Selling and Happy Friday! We'll chat next week.

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