How to ask a bookstore to sell your self-published book

For those of you who don't know, I'm a writer and a bookseller, as well as a proofreader, typesetter, Equality promoter, and dad to three baby cats. During my time as a bookseller, I've met interesting people and discovered incredible new releases. That's why I've decided to write this post, because sometimes we all need a little help, and I believe it's important to lend a hand.

You're going to libraries asking them to sell your work. It's a process that often we don't enjoy, it embarrasses us, or we feel like imposters, all because we don't have a company that does that job for us. There are people who step into the bookstore thinking everything will go wrong and enter with a bad attitude, being pessimistic. You're not looking for sympathy; you want to be taken seriously as an artist.

It doesn't matter if the main street bookstore in your city has told you they don't sell self-published books. It doesn't matter how bad your day, week, month, year, or the last decade has been. When you're about to enter a new bookstore, you need to have a smile on your face and look good. By this, I mean conveying calmness and positivity, not dressing up as if you're going to a wedding.

You might also want to present your book in bookstores. If so, the approach is the same.

DO YOU SELF-PUBLISH BOOKS?

It's already a tedious job, as you've probably discovered. You're a person who has to be good at everything and do it well, making as few mistakes as possible. Writing, correcting a thousand times, keeping your social networks active, typesetting, choosing cover and title, meeting legal deadlines for Intellectual Property and legal deposit, promoting your work, preparing and advertising your novels and book signings, reaching agreements with bookstores, distributing, invoicing, and starting over the next month.

To ease this burden a bit, I'm going to give you some tips to get bookstores to accept selling your self-published books.

How to present yourself in a bookstore to ask them to sell your self-published book?

It's not easy. Especially if you're shy, not very sociable, or suffer from impostor syndrome like a weight on your head. But this is the reality: self-published individuals have to do it all. And as I said before, this doesn't stop or end. I know this is one of the disadvantages of working for yourself and not having a publisher, but luck doesn't always strike on the first attempt. While that happens, you can get ahead on your work.

As an author, making contacts with bookstores is very important. I've seen it all, and I don't want you to make mistakes or create bad relationships with the bookstores in your area, which will be the first to shelter your work.

Remember that going to a place to ask them to do something for you (especially if they don't know you) is not your right. It's an act of faith that someone else will put in you and your work.

What I mean by this is that having high self-esteem is fine, but there's a very fine line between being confident and being self-centered, thinking you're above others and that you're doing bookstores a favor by bringing your book.

Believe me, I've met many people like this. It's all wrong if you go that way. No one likes it when another person arrives with an air of superiority and looks as if you owe them the air they breathe in their presence. I know this may seem basic from a manual, but if I told you... Well, be humble. Humility opens doors, windows, and bookstores.

Above all, remember: your novel is fantastic... and so are others.

Step 1: The search

Conduct a market study. That's the first step to success. Like any other strategic plan, everything needs to be studied thoroughly to avoid losing out.

Finding the right bookstore for your novel is essential. Believe me, even if you think otherwise, not always the best in the city, the best located, or the most famous is the perfect bookstore for you.

Every bookstore is different. Sometimes you find four on the same street and none is like the previous one. This is because many specialize in a particular type of work. Some are youth bookstores, others are children's, some sell comics, others only sell women's literature, others specialize in historical fiction, noir novels, etc.

Look for those bookstores that fit the theme you've written about. It's true that most have a bit of everything, but many only accept self-published novels if the theme excites them personally, not just because it fits or doesn't fit with the bookstore's profile. Although it may seem unfair, there will be a significant change in how they treat your novel.

Remember that some bookstores will tell you no, for reasons unrelated to you, of course. Remember this: the no is already there at the beginning; you have to find the yes among the selected ones. That's achieved through perseverance. Don't let yourself be defeated by pressure. A good smile creates more important ties.

Have you found the bookstores that could be perfect for your book? You have the candidates, great!

Step 2: Contact

Before diving into this topic, I want to clarify one thing. I rely exclusively on my personal experience as an author and bookseller. It doesn't have to coincide with yours or anyone else's. It's not an absolute truth or magic rules for success. There may be other factors that help or hinder your purpose, but that's an experience you have to live through, and if you decide to share it with me, it's welcome in the comments.

Stand at the door of the bookstore. If you need to, stand outside for a few minutes to breathe and reorganize your thoughts before entering. You must have a clear sales strategy. Whatever it is, have a good attitude and show gratitude in any situation, even if they say no.

I go through this process every time I have to go to a bookstore to ask if they can make space on their shelves for me. I know how frustrating it can be to have to smile when there's an obvious refusal and you see your excitement disappear for a moment, but everything in life is practiced. Good attitude or positive attitude, too.

What you should not say: fundamental

I want to emphasize this section. My personal advice: write down what you're going to say and read it aloud in front of people. You have to find those words that can cause controversy, damage, or hurt feelings... and eradicate them.

Important: never discredit the work of others. Be very careful in choosing your words because they can steal opportunities from you. For example, saying phrases like:

"It's the best thing written so far, I guarantee it."

"I'll leave you one as a gift, read it, you'll want to recommend it to everyone."

"I write about fantastic worlds, like Laura Gallego, but better."

They are not pleasant for the listener. But above all, because it's disrespectful to other authors. Besides, you're not the only writer who has said that. Before you, hundreds already came with the same awful spiel, and you may be rejected for reasons of personal disinterest.

Eliminate cocky phrases from your speech

Back to the beginning. There's a difference between having confidence and going overboard.

"My novel is selling a lot on Amazon, for a reason."

"Everyone tells me how good it is."

"I'm rocking it on social media."

You can't prove any of this at that moment, nor do you need to. Believe me. Save the sales figures for yourself. Surely your novel includes much more interesting and powerful information than this type of empty information and empty phrases that don't really talk about your novel.

Avoid phrases that imply comparison

"It's the new Game of Thrones, but in Spanish." An author told me this some time ago and it stuck with me because her editor convinced her to say it. The same character who convinced her to sign with initials instead of her name because, according to him, women don't sell fantasy. This clearly illustrates the bad advice the girl received.

"Do you like Brandon Sanderson? I write better than him." No one should use these types of phrases. All you're expressing here is that you have no personality of your own, no unique style. You don't even know what you're saying, really. Sanderson has a huge team of people who work with and for him. It doesn't matter if you write better than him or anyone else; he sells his brand. It's a clear example that what is bought is not the content, but the brand. It's a safe bet for bookstores. I'm not saying this; the numbers do.

"Have you heard of The Lord of the Rings saga? Well, my novel turns it around." Turns it around to what exactly? Each book is unique. Don't compare works or believe you're superior to anyone. That's absurd. If it sounds like me, the person in front of you will stop paying attention. Those airs... be careful.

"My idol is J.K. Rowling, so you'll get an idea of what and how I write." Regardless of the name of the artist that comes to mind to replace Rowling, I don't care who it is. This is a variation of the previous one. Find real reasons why your work is good and don't hide behind odious comparisons.

Remember that the person you're addressing generally reads a lot. They have their personal tastes, preferences, and don't have to agree with you on what the best novel is, or the best written, or who has the best authorship, or even consider that yours is better than someone else's. Cold, cold.

Don't sell smoke

Sure, you can have dreams of greatness and long-term goals. I mean, everyone who creates an artistic product wants to sell it, succeed, gain fame and/or recognition, damn it! If not, why go through the whole marketing process?

You probably want to make a living from it and be a millionaire (or at least have some savings at the end of the month), but we must keep our feet on the ground and remember that Rowling (to use the same example) is one in ten million, who was lucky to be in the right place at the right time, but don't forget she faced many rejections before making it.

You can dream or aim to be just like her, but don't go around boasting about how much you're going to sell or the fame you're going to achieve. That doesn't hook anyone, except for your own motivation (which, hey, great for that). I want to make it clear that bookstores won't be impressed by messages like those, which is what we're getting at. Those kinds of statements don't convince anyone.

Avoid being overly effusive and commercial

Look, listen to me, yes, you're very proud of your work, you could talk about it for hours, but avoid going on endlessly because the person in front of you is at work. They probably have customers waiting to be served as soon as possible. So, don't make an overwhelming visit.

Self-published authors are like door-to-door salespeople; no one wants to stop and listen to a boring speech about why they should buy your product. Just aim to leave the other person with a good experience after meeting you.

So, how could we do it better?

Simply introduce yourself, explain why and for what purpose you've come to the bookstore. Be polite and try to gauge if there's a flow in communication and if the person in front of you is showing interest. If so, ask for permission to briefly explain what your work is about. State the theme and the age group it targets. This helps the person understand where your work would fit within their establishment.

One crucial point: if there are other customers present during your introduction, avoid turning your visit into a group discussion. You're not at a seminar, nor are you a speaker. Therefore, refrain from trying to attract buyers; it's neither the place nor the time. Moreover, this could give the impression that you're trying to profit at the expense of the person you're negotiating with. They would be within their rights to think so, because it would be true. It's not in your best interest to be seen as someone who is solely interested in making a quick buck. You know you're not like that, so maintain your elegance.

REMEMBER:

Placing your book in bookstores is just the beginning, not the end. Don't rest on your laurels waiting for money to pour in. Now, you'll need to work magic with marketing on your social media platforms. An interesting idea is to promote the bookstore where you've placed your novel; this way, both parties benefit, and you repay them for their kindness.

I have to add an important tip. The bookstore sells all kinds of books and does not do marketing or endorse books it hasn't read. Please, resist the temptation to ask them to do so. And especially, do not bring a sign saying "recommended book by this bookstore" for them to place above or near your book. It might seem like a good idea, but it's not. I've had it done to me before, and trust me, it reflects poorly on you.

It's better to reserve that kind of promotion for book launches or signings, which are the appropriate venues. Personally, I never consider doing it even in those cases; I prefer to chat with people, learn about their interests, share moments, and exchange ideas. I find that building new friendships enriches more than just selling books, but that's a matter of personal preference. Different strokes for different folks.

Another key point: under no circumstances should you ask them to display your novel in the shop window. If it happens naturally through the staff's initiative, fantastic! Show your utmost gratitude and happiness. Take as many photos as you can and share them on your social media.

If it doesn't happen, bite your tongue. I know it's tempting to ask, but seriously, avoid it. More than once, authors have come to the bookstore and scolded me for not having their book in the shop window. Most of these authors hadn't even visited in over six months, not even to inquire about potential sales of their work. Their books weren't new releases (which are typically displayed in shop windows as a general rule), yet they came to criticize me for not promoting them over other books from publishers.

Truly, avoid becoming unwelcome. Remember what I said at the beginning: going to a place and asking them to do something for you (especially if they don't know you) is not your right. It's an act of faith that someone else will put in you and your work. It doesn't give you the right to impose your thoughts, let alone show your displeasure. Simply accept the rules of the establishment.

Learn to handle frustration with an iron fist

There are certain things that are rarely talked about but should always be kept in mind.

Firstly, if a bookstore tells you they won't sell your book, that's final. Don't insist, don't look like you've just landed in a landfill, and certainly don't insult them (neither in person nor on social media). I'll say it again, it might seem like common sense, but believe it or not, many people don't know how to handle frustration and end up putting their foot in it big time. I don't want that to happen to you because it doesn't paint a good picture of you when you do those things. Besides, from a selfish point of view, you never know when that person might become important to you in the future, perhaps for a book signing or another significant event. Treat everyone you encounter in life with kindness because the world is a small place.

The second point, and I say this with all the good intentions in the world, is this: bookstores really don't enjoy having to call you to come pick up your copies after more than a year of not hearing from you. Your work is in their store, so the least you can do is drop by once a month and ask if they need you to take them back (showing consideration because there are very small bookstores that don't have space to store books for years) or if they prefer to continue selling them.

The third point: if, for example, after two years (though usually it's less time, just so you know), a bookstore calls you to collect the surplus copies that didn't sell, the least you can do is thank them for the opportunity and pick up your copies as soon as possible. Always maintain a smile and be kind.

I mention this because I've had experiences where some authors have shown anger towards bookstores for, in quotes, "not doing enough to sell their book." This kind of behavior helps no one, especially not you.

You might feel entitled to be upset for not achieving your goal. You might think you wasted time taking your book to that bookstore, or that your book deserved to be in the spotlight longer. However, you are not the owner of the bookstore, and you have no right to tell them how to run their business. Do not overstep boundaries or treat those who have helped you with disdain.

The fourth point: curb your ego. It doesn't do you any favors. If you're someone who easily gets angry and believes that the unfortunate situation you're in is the fault of the bookstore, I advise you to step outside, find a place to vent your frustrations to the wind, and then move on with your life.

Don't burden the person at the bookstore with the responsibility for not selling enough copies, or make them feel bad about it. It's not anyone's fault, and frankly, it's not even necessarily your fault. Things don't always go as well as we hope.

Most importantly, don't see it as a failure. Don't take it that way. There are many other factors that could have hindered the success of your novel, and it doesn't have to be something you did wrong. Maybe the timing wasn't right, or it came at the wrong moment. But that doesn't make your work any less valuable. It will take off eventually; be patient and always maintain your enthusiasm.

The fifth point: don't forget to keep your personal information updated. If the bookstore has agreed to sell your books, visit them and update your contact details promptly if they ever change. This is crucial because if the bookstore needs to reach out to you for any reason —whether it's to inform you that all your copies have been sold or to provide additional information about your book because a customer has inquired— you should be readily available. It shows professionalism and ensures smooth communication between you and the bookstore.

Let's break down a possible scenario here.

It would be terrible if one day you stopped by the bookstore because you "remembered" or "had time," only to be told that your books have been sitting in the warehouse, boxed up for months because they couldn't reach you. I've seen people make a scene because we dared to move their books to some storage room. Firstly, if this happens to you, it's entirely your fault. Who didn't update their information? Who didn't prioritize regular visits to the bookstore to check on everything? Who neglected their responsibilities? Remember: the bookstore isn't responsible for selling your books. Yes, books are sold there, but that doesn't mean they must sell every copy you bring, nor do they work for you. It's your job to self-manage. Bookstores update their inventory constantly because new books arrive all the time. They're not going to do your job for you.

Yeah, but they have Sanderson in the shop window 365 days a year. Sure, but he sells hundreds of books worldwide every day. He has a powerful publisher behind him, with strong marketing and hefty publishing contracts. Come on... A bookstore is a business and needs profits, like all businesses. Be reasonable. And stop making comparisons already!

If these tips have been helpful to you and you'd like to share your constructive experience with me, I invite you to actively participate in the comments. And if you enjoyed this article, feel free to share it on your social media.

Thank you very much for spending some of your time with me! I hope I've been helpful.

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Trÿa, the Leyend of the God Zanaán

«Sira Ïn is no longer a safe place. Beyond the Crown of Winds, Nara must conceal her identity, exposed to the dangers of Trÿa. While she strives to become the warrior her people need, Tyrhon Zäeh plots to halt her journey, destroy her companions, and prevent her from uncovering the truths hidden behind the legend of the powerful god Zanaán.»

After an initial local release, "Trÿa, the Legend of the God Zanaán" was published for the general public, becoming one of the four finalists for "Best Self-Published Novel" at the Avenida Awards in 2019.

This book is only published in Spanish.*