Securing a Book Signing: Bookstores Really Do Want to Make Money

by Rebecca Roberts, Customer Support Supervisor

The public concept of bookstores used to be fairly straight forward – you would go to a bookstore to buy books.  Now they invite you in with the smell of great coffee, an indie soft rock artist playing in the background, and activities for the kids.  It seems as if this is all to create an improved environment for the good of the customer, but really it increases the time people stay, play, and yes walk out with a handful of books. When it comes to the topic of book signings, the question the manager will be asking themselves, but rarely you, is this:  will you be making the bookstore money?

There is a magical combination of things a bookstore manager is looking to hear when being approached for a book signing by a local author:

1) Your book is available to order, or better yet, has a sales history at their particular store.
Many authors want to jump straight into a book signing with a store that has no history with their book. Before going for the book signing ask if the store will stock a few copies of your book on a trial basis – and when they do – make sure that every copy is sold. The goal of this operation being twofold: to have the store stock your book on a regular basis and to show them that a larger event involving a higher quantity of books will be successful.

2) You have a quality book that their demographic of consumer will be interested in and likely to buy.
When I was a bookstore manager I had a mid- list author approach me about a book signing of her erotica title. I looked the book up (no sales history with our store), but even beyond that I knew that her signing would not do well. Why? Because my store’s top selling categories included spirituality and religion, teen, and children’s.  I am sure that her book was great, but it was not a great fit for our fairly conservative customer base. I suggested she try the bookstore downtown.

3) You will do the heavy lifting.
This is where you as the author can shine. Let the store know that you have posters to put up the day of the event, bookmarks to hand out, and bookplates to sign in case there is a higher demand then there are books.  Don’t expect the store to bring in the crowd, let them know the number of people you are inviting and expect to attend, that you are posting the word about the event around town, either with physical flyers, community postings, a blurb in the community calendar, or via your blog or social media sites

Here is the reality that stores interested in presenting a warm community and literary image aren’t likely to offer up to you:  If you can convince the store that the traffic will significantly increase, that sales will result, and that all you are asking for is a table and space to sign, you may just find yourself behind that table with a pen in your hand.

Book Signings: An Extraordinary Adventure!

By Jann Robbins, Author

This is a guest post from Jann Robbins, author of Harold and Me and widow of Harold Robbins, the best-selling American fiction author. Jann has years of experience with books and book marketing. She is currently blogging about her life with Harold, old Hollywood and all the stories behind the stories on http://haroldrobbinsnovels.wordpress.com/. 

I love book signings, except when no one shows up! I have done book signings for my own novels as well as my husband’s novels and most have been packed with enthusiastic readers. But, there are times when you sit alone. I have been a participant of book signings since 1982 and seen a lot of changes. I began my experience in the book business with the #1 best-selling author in the world, Harold Robbins. He signed hundreds of books, talking and sharing with his reader. Some wanted special inscriptions and he always accommodated them. If we frequented a particular restaurant some people would bring their books over to him and ask him to sign. He denied no one. It was his pleasure, so I felt I learned from the best.

After Harold was no longer here to sign his books I was asked to sign for him. Since I was not the author I wanted to give his fans a tidbit, a story to take away with the book. I was always grateful that they had gotten into their car, drove and attended a book signing. It was a genuine pleasure to meet each one of them.  

Book signings always have an embedded treasure awaiting the author, and usually one that you will always cherish. So, don’t avoid book signings. You are the entrepreneur for your work, and the person who has created the characters that will engage the reader. It’s up to you to make the event “pop,” not only in reading excerpts, but giving your reader something they don’t know about your story, your characters or you. And remember, you are meeting someone who has taken the time to come see you. Always give them a memory. And if no one is in line, go into the store and engage a customer in conversation. If they don’t like your book genre, recommend another writer.  And for you, finding that treasure in the moment with your reader is priceless.

I was in Albuquerque once signing soon after Harold’s passing. I was talking about his life and times. The book store had a glass storefront. Out of the corner of my eye I saw a car pull up and let a girl, about 14 years old, out of the double-parked car. Mentally, I dismissed her as someone who would be coming to the book signing. And yet, I was completely surprised when I looked out on the crowd several minutes later and she was sitting on the back row. I immediately engaged her in conversation, asking her if she knew the writer, Harold Robbins. She answered emphatically that she did and began to repeat Harold’s history about earning a million dollars before his 21^st birthday and losing his commodities in the sugar market. All the guests were fascinated with her and so was I. I told her that Harold would have loved to be there to meet her. She looked up at me smiling, “Oh, he is, that’s why I came.” Needless to say, it was an extraordinary moment and a “treasure”. I gave her a copy of the book I was signing with a special inscription about Harold.

Being an author/entrepreneur is an extraordinary adventure!