Call First

It is important to respect the time of the person you need to contact.

Set the appointment with the appropriate person and be on time. A good idea is to try to set the appointment for the middle of the week and in the morning or mid-afternoon. You may want to ask, "When are you least busy?" It shows respect and concern for their busy schedule. If the bookstore is busy when you arrive for your appointment you may want to introduce yourself and offer to return at another time when they are not busy. Remember this is a business.

Attire

You probably don't need to wear your Sunday best, but appearance is important. Remember this is a business decision for them; let them know you are serious.

Preparation

Most publishing sales representatives have a sell sheet for a book. It isn't likely a buyer will make their decision by reading an entire book; they don't have time. Since booksellers expect to see a sell sheet, give it to them. Be succinct and to the point, it doesn't require great detail but it should contain the following:

1. Picture of the cover
2. Paragraph or two about the book itself (the back cover copy)
3. Author biography – This is extremely important particularly if you have written a book that may have greater interest in certain geographic areas.
4. ISBN
5. Retail Price
6. Where to buy (your book will be returnable through Gardners Wholesale and Ingram, so it is best to specify)
7. Statement of returnability through Gardners Wholesale and Ingram
8. On the back of the sheet include suggested dates for book signings

Presentation

This is the most difficult part. When you go to the appointment try to present the book in the third person. It is understandable that you are passionate about your work, but it's harder to approach the appointment in that manner; it will put the decision maker in an awkward position. Pretend you are a representative of the author and sell the book based on merit, not pure passion. Be sure to tell them that this is a returnable book and the risk level is very low. Again, you are a professional. Talk about the reviews on the book, about any upcoming author interviews, upcoming reviews, or book signing events. Always remember that this is a business decision for the bookseller and try to appeal to him on that level. Why would this book be good for the bookstore? Why do you think it will sell well there?

Focus

Remember that you will sometimes be told "no". It is important to focus on the next bookstore and maintain composure. You can always go back and ask for the sale again. You can share with them your success at other locations, say to them “I know you originally said no, but the bookstore down the street put 3 in their store and they sold. Would you reconsider?” You might be surprised.

Be Realistic

Understand most bookstores buy in small quantities (two to three copies at a time). Don't expect them to take 10 or 20 copies of your book. If your book sells well, they will be able to quickly replenish their stock. That's what Print-On-Demand is all about. The more reviews you get, the more book signings you do, the more exposure you get, the greater your chances of success. It takes time and effort to build momentum and build your sales volume.