A Quick Fix on Sales Options

March 2002
by Kathleen A. Welton

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Different sales channels require different mindsets and deliver different results–not only for different categories of books but also different titles. Thus you need a different plan of attack for each project. Your goal, however, should always be to pick the three to five sales channels that will work best and make the most money for any given book.

Here are the 10 sales channels that I recommend cultivating–depending on the type of book you have. Not all of them will yield sales for you the first year. Not all of them will be right for every book. But creating a good mix by paying attention to each channel’s ups and downs, as well as the opportunities that it offers, is like creating a well-balanced stock portfolio.


Chain Bookstores

These include Barnes & Noble, B. Dalton, Walden, Borders, and Books-A-Million. This sales channel will most likely represent the bulk of your sales if you have a national title or a “big hit.” Typically, distributors handle the chains (as well as wholesalers such as Ingram and Baker & Taylor).


Independent Bookstores

Independent stores are “the bread and butter” of publishing success according to Bill Hoar, a sales representative for Chesapeake & Hudson, a Northeastern regional trade rep organization. He is optimistic about sales opportunities in this channel even though many see it as a shrinking market. “Peo…IBPA Members – Click here to view the full article (login required).

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