How to Sell Books to Corporations
Part 2. Making the Deal

April 2004
by Brian Jud

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In the March PMA Newsletter, I covered various ways that companies can use books, giving publishers two significant benefits. First, you can make more money selling directly. And second, there are no returns. The tradeoff is that you have to do the selling activities, since your distributor’s salespeople are not calling on these accounts for you.

The good news is that you don’t have to use the old-fashioned hard sell. All you have to do is (a) understand your prospect’s business and its relevant product line or lines, and (b) present creative ideas for solving its problems with your books. In other words, success in sales begins with identifying a need–your prospect’s need. If you can show the buyer that your book can satisfy that need, you are likely to make the sale. You become a consultant to potential buyers, a marketing partner who has their best interests in mind.

And there’s more good news: Independent publishers may have an edge over larger publishers when it comes to selling books to corporations because companies may not want bestsellers as premiums. If “everybody” already has a book, it’s less desirable as a sales-promotional tool.

Books have certain advantages over other possible premiums for many different kinds of companies.

Books don’t involve liability risks that may be inherent in other products. For instance, products for children may come apart or…IBPA Members – Click here to view the full article (login required).

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