By N.E. David

I’m a Roundfire author - and proud of it. My debut novel, BIRDS OF THE NILE, was published in 2013 and in my submission to Collective Ink I pledged myself to selling 1000 copies of my book. A bit rash, you might say, especially since my previous publications, three short novellas, had never made more than 200 copies apiece. And in the beginning, so it proved, as once the initial surge of sales to loyal friends and family died away, the figures slumped and in the first 11 months of 2014 I managed a mere 108. It was reminiscent of a century by Geoff Boycott – painstakingly accumulated in one’s and two’s with the rare boundary – and I began to wonder how I was ever going to reach my target. More recently, sales have dramatically improved and I’m scoring ten or twenty an over. Let me tell you how.

I’ve discovered the power of the bookshop book signing. A bit far on in the day perhaps, but better late than never. After flirting with a few Arts and Crafts Fairs in the run-up to Christmas, I rang my local WH Smith’s more in hope than expectation and booked myself in for a day in-store. Eleven more bookings soon followed and over the course of the next three months I sold a total of 327 books. Not all of them BIRDS OF THE NILE, l hasten to add, as I took my three small novellas with me, but with the novel outselling all else by two to one, still very worthwhile. So here I am, one quarter of the way through 2015 and my target of 1000 sales is now well within reach. I can’t promise it will work for you of course but here’s how I go about it.

Firstly, approaching the book store. I began by making a list of all the WHS and Waterstones book shops in Yorkshire together with their phone number. Dead easy as they’re all listed online. I then prepared a script. I phoned them rather than emailed (you never get replies to emails) and asked to speak to the manager or, in the case of the larger stores, whoever was responsible for events. The first few were difficult. They must get a lot of calls so why should yours be any different? Waterstones were (and still can be) a bit sniffy but WHS seem much more amenable. I started with my hometown store and the line that I was a local author and I had a Christmas book on offer (it was a mid-December and one of my short novellas is called CAROL’S CHRISTMAS) so could I come and spend the day with them? You too may need a particular ‘angle’ to get going but I found that once I’d been into a couple of stores and had a track record, it got much easier. Now I can genuinely say ‘I’ve been doing a tour of Yorkshire’s book shops...’

Make it easy for them when you call. Offer to take your own stock. Tell them you’ll sell through their tills then send an invoice to Head Office afterwards (you’ll need to set up an account but I didn’t find this difficult). The buying signal you want to hear is ‘So when were you thinking of coming in?’ Be prepared with a date and if it’s not convenient, have an alternative to hand. Agree the day and offer to send a confirmatory email. You’re in!

This is all done well in advance so in the week before I’m due to go, I make a phone call to confirm I’m coming and check we’re still ok. Then I can prepare what I jokingly call my ‘bookcase’, a large suitcase packed with a standard stock of 30 novels and 10 of each of the small novellas, plus a few other odds and ends including a packed lunch and some throat lozenges. Don’t forget the lozenges – you’ll need them after six hours of talking to punters. Altogether, the bookcase weighs a ton. I like going by train since most of the book shops are within easy walking distance of the railway station and it’s both easier and cheaper than taking the car. It’s also much more fun.

I arrive about 9.30am and get set up, usually with a small table somewhere in the region of the front entrance. LEARN TO LOVE WINDY SHOP DOORWAYS. TAKE A COAT AND SOME MITTENS. I bring my own cloth for the table plus a bookstand so the book sits up and can be seen. I also have a banner. Decline the offer of a chair. If you sit down all day you’ll only sell 2/3 books. You need to be mobile. Some swag can be handy eg. a complimentary bookmark with your website etc. on it. I used to give out a lot but I found it’s just an excuse for people to leave without buying.

Introduce yourself to the staff and learn their names. They will be your friends for the day. Brief them as to pricing. The RRP for BIRDS OF THE NILE is £11.99. I couldn’t possibly ask anyone for that much money, even for my book, so I agree a special price of £2 off on the day. Staff can print you stickers. I now have a stock in my bookcase.

Now we come to the key bit, ie. the punters. Don’t wait for them to approach you, they won’t, you’re going to need to approach them. Decide who but don’t be overly picky. Talk to as many as you can. ANYONE WHO COMES INTO A BOOKSHOP CAN BUY A BOOK. I was initially wary of pitching to elderly people for instance. They can appear grumpy and irritable but I was surprised how their faces often light up when they realise they’re being spoken to and recognised. Make positive eye contact with your punter but not too early or they may veer away from you. A distance of about ten feet sounds right. Lock on so they know you’re going to talk to them. Have a (short) script ready. Here’s mine.

Good morning/afternoon. My name is Nick David and I’m here doing a book signing. And this is my little bookshop for the day (indicating my booktable). Do come and have a browse.

I used to say You’re quite welcome to come and have a browse but that led to a lot of rejection. It’s almost as if you’re asking them a question and questions can be answered with a ‘no’. It’s amazing how such a small change in the words you use can make a big difference. You may have to experiment before you get it right.

Anyway, they’ll either say No thanks, I’m busy/on a mission/I’ve only come in for The Angling Times/to buy a lottery ticket in which case, let them move on. OR they’ll follow you over to your booktable to inspect your wares. Don’t force people to come, you’re wasting your time and potentially causing offence.

One or two dos and don’ts here. You need to remember you’re in someone else’s shop and you need to show respect to their customers – you won’t be invited back if you don’t. I never go more than a few yards away from my table to approach someone and I certainly don’t go wandering round the shop looking for punters. I also don’t approach someone if they have a book in their hands and they’re reading the cover. Back off and wait until they’ve put it down. Then you can invite them to come and browse with you.

Ok, so now you’ve got someone looking at your books. If they don’t immediately ask a question or pick up a book, I give them a very quick introduction starting with the novellas eg. This is a comedy set in Spain or This a gritty drama with some crime. I pause to see if there’s any interest and if not I move on to the novel. I pick it up, say But this is my debut novel set in Egypt. You may remember there was a revolution there in 2011 and that forms the background to the events in the book. At which point I turn the book over and invite them to look at the back. What you would really like is for them to take the book from you and read the blurb. You’ve now done as much as you can possibly do as you’re effectively asking them to buy your book. SHUT UP AND LET THEM GET ON WITH IT. They will then come to a decision. If it’s no, they will put the book back down. If they hang on to it, you’ve a good chance of making a sale. Again, don’t force it but keep your eyes and ears open for buying signals. The one I like most is ‘Will you sign it for me?’ It reminds me of when Jasper Carrot was asked if he’d ‘do’ Scunthorpe Baths for £300 (this was in the 1970s). His response was ‘I’d drink Scunthorpe Baths for £300’. Of course you’re going to sign it – it’s what you’re there for! If they seem unsure, you can always try a close eg. Would you like me to sign you a copy? Or, Do you think your aunt/uncle/niece/nephew might enjoy it? I never say, please buy my book, it’s far too direct. The British don’t like direct. Be subtle. Hopefully they’ll now take their copy across to the tills together with their complimentary bookmark. Job done.

I usually pack up around 4pm, making sure I tidy up after myself. I thank the staff and agree as to the numbers sold. These days I also prepare a proof of delivery note beforehand, fill in the amounts at the end of the day and get someone in authority to sign it off. It helps if there are any disputes with Head Office later. I also ask if BIRDS OF THE NILE has been their bestselling item on the day. If I’ve done my job right, it is, and I can tweet about it. The only time I failed was at Waterstones in Bradford where they have a cafe and their best selling item was cake. I still claimed victory.

The following day I prepare an invoice and send it to Head Office (get it in asap) and then send an email to the store thanking them for looking after me and saying what an enjoyable day I’ve had. This often results in a nice email back including an invitation to come again. Remember, you’re selling yourself as well as your books.

So, there you have it, my Winter Tour of Yorkshire’s bookshops and how I increased my sales of print books. What next? Well, I’ve just started my Spring Tour and I’m busy planning one for the Summer so by the end of June I’ll have hit that magic 1000 figure. My plan is then to go back and do it all over again with my second novel, THE BURDEN. This time, I know how I can achieve my target.

 

Want to help Nick achieve his target?  You can buy his paperback here:  AMAZON US | AMAZON UK

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