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Bookstore booksignings - they are part of the "writer" job description. But, sometimes, they can seem like a waste of time when it comes to sales. Today, author Elaine Marie Cooper gives us a a tip that can enhance our enjoyment and success. -- Sandy
Elaine: Experts say that, when it comes to buying real estate,
location means everything.
In my experience as an author, I’ve formed a similar
philosophy: Your physical location within the store is a part of your selling
success.
The first time I noticed this connection was during Christmas
shopping season in 2013. Customers had flooded the small shop in which I’d set
up my book display. The holiday was mere days away and shoppers appeared
desperate to find gifts.
Anxious to promote my newly released historical, Fields
of the Fatherless, I saw an opportunity when the line of customers waiting
to check out wound its way next to the table where I displayed my book.
Engaging each customer with a smile, a free bookmark and a
few well-timed words about my novel, I sold several books to those waiting to
make purchases.
The next Christmas, I was blessed to be scheduled for a book
signing at a national chain of large bookstores. I was delighted when the buyer
told me he’d ordered 50 copies for me to sell. Delighted—and a bit nervous.
What if I only sell a
few? I asked my husband to pray with me that the Lord would bless this book
event. I took a deep breath, and entered the Taj Mahal of bookstores.
Inside, I met the manager who set my table up in what seemed
like a practical location, just to the right of the main door. Because the
store was huge, I stood and greeted customers, offering free bookmarks. I sold
several books, but not as many as I’d hoped.
I suggested a change of location to the store manager. “How
about along that crowded checkout line, where the customers have to stand and
wait?” He was dubious, but agreed with my idea.
“Happy Holidays!” I said to each customer. My greeting was
highlighted with a smile as I pitched a short statement about my book. If they
looked away, I kept on grinning and spoke to the next one in line.
“Would you like a bookmark? It’s free.” If they read it and
seemed at all interested, I gave my brief pitch again. “You can look at my book
if you like.”
As they flipped through the pages, several seemed engaged in
the story. “If you’d like to purchase it today, I can sign it for you.”
Frequently, the customers smiled and bought a signed copy. I
gave away lots of bookmarks—and sold many books.
Two hours later, the manager’s jaw dropped as I handed him a
small handful of leftovers. “This is great!” he said. “I never thought that
location would work!”
I was ecstatic. Between the Lord and location, my book sales
were a success.
Perhaps selling 43 books would seem like a paltry sum to a writer
like Francine Rivers. But for this lesser-known author, it felt like a million.
Do you have tips for us from your bookstore experiences?
~~~~~~
Elaine Marie Cooper
is the author of Bethany’s Calendar (nonfiction memoir) and Fields of the Fatherless
(historical fiction). Her work has appeared in numerous periodicals and
anthologies, including Prayer Connect,
Splickety Prime and Fighting
Fear -Winning the War at Home When Your Soldier Leaves For Battle by
Edie Melson. www.elainemariecooper.com
