How do we sell books? One at a time!

A wise author friend once said to me: "You know how I sell books? One at a time!" This is one of those truisms that should cause every author to think and yet, many do not.

I've been promoting and selling my first book for over three years now and I've learned some dos and don'ts, some of which I've mentioned in previous posts. But one thing I didn't have to learn was that everyone is a potential book buyer, and if you treat them well they may just buy yours. If authors believe in their product then they shouldn't be bashful about promoting it and soliciting sales.

Admittedly, most authors suffer from insecurities about their writing and are many are even introverted by nature. As a result they are unsure whether their work is good enough to openly promote. But after the initial validation arrives, such as being published by a reputable press, they should be unabashed about putting themselves "out there" to solicit sales. Authors shouldn't be timid about offering their book(s) to others in a nice, yet unobtrusive way. Let me tell you about some of my experiences in this regard.

Whenever I'm seated on an airplane next to someone who is reading a book, and when the occasion presents itself I venture to ask, "Is that a good read?" It has never failed to get a response and always initiates a pleasant conversation. I then ask, "What other kinds of books do you read?" This normally elicits the response, "Oh, all kinds." I then offer, "Could I give you a recommendation?" "Sure," they invariably say. That's when I give them my business card, which has the cover of my book on one side and one line reviews and where they can order the book on the other (a card I designed myself, and which several authors have mentioned they wished they'd have thought of). Often times, if I have a book in my carry-on, I sell it to them on the spot.

I once met a little old lady on a flight home from a book appearance in Birmingham, Ala. We enjoyed a nice conversation—in which I mentioned that I was a recently published author. She said she'd like to buy one but the only copy I had was in my checked luggage. Unfortunately, she hadn't checked any so we parted ways in the terminal. "Darn," I thought, "There goes a sale." About a month later I got a letter from the woman telling me that she had ordered my book from Barnes & Noble and loved it. "You probably don't remember me..." she began, and related our trip together on that plane. Of course I remembered.

Many people have never met an author face to face and getting a personalized autographed copy from one can be considered a bit of a thrill (several people have told me this). Venues where I've sold books will surprise many authors. I once used taking a bunch of mail ordered books to the post office to start a conversation, and sold one to the postal clerk. When being checked into a hospital for surgery, I sold one to the admitting nurse. I've sold books at a bowling alley, a funeral dinner, to a cashier at a restaurant, to my doctors and dentists and their receptionists, at cocktail parties, once while out for a walk, and in a hotel bar while having a drink. I always carry business cards with me and hand them out at every opportunity.

I believe in answering all my eMails and treating people with respect. I met an author via the Internet and even bought one of her books. I tried to correspond with her but she never answered my inquiry. Do you think I'll buy another of her books? Underneath it all, everyone is a potential book buyer and you never know where your next sale will come from.

After all, we do sell them one at a time.