When I hear from retail bookstore managers across the country, they often tell me about the misperceptions many customers have about the book selling process. Due to the general confusion about how a book makes it from a publisher to a store's shelves, they must spend time explaining the store's protocol to self-published authors who hope to have their book stocked.
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Most managers have at least one horror story of an unprofessional self-published author arriving at their store with a stack of books and a "won't take no for an answer" attitude. With a better understanding of how retail book stores function, AuthorHouse authors can avoid this situation, breakdown stereotypes about self-published authors and achieve greater success in gaining cherished retail shelf space.
The Business of Books
Booksellers, especially the large chain retailers, operate on a tight budget just like any other business. Based on negotiated agreements with publishers and distributors, corporate buyers and planners select 90% or more of the books you'll find in your local bookstore chain. While many local managers would love to stock a wide variety of local authors and eccentric titles, they are constrained by inventory caps, regional requirements and constant re-shelving and shuffling of titles. The key to getting your book stocked in a local retail store is an understanding of how to appeal to store managers who are given discretion of less than 10% of shelf space.
Right from the start, two things that every manager will look for in a self-published book are returnability and quality writing. Since nearly all books ordered in retail come with a returnability option--the ability to return all unsold copies to the publisher for a full refund--most manager's hands are tied if your book is not returnable. Managers often review advance copies from publishers and process hundreds of books every week, so they have a keen eye for quality writing that sells. To be shelved in their store, your book must be closely edited and professional, free of any obvious spelling or grammatical errors.
Source: Authorhouse.com
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