Make Large Sales to Corporate Buyers

September 2010
by Brian Jud

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Make Large Sales to Corporate Buyers

by Brian Jud

Selling books to corporate buyers is not simply a matter of identifying potential customers (corporations, associations, and schools, for instance) and then contacting them. It means mastering a different way of doing business. You are no longer acting as a book publisher and working to get people to place your books on their shelves for resale. You are now a creative marketing consultant working to convince buyers in selected companies to use your books to solve problems, introduce products, motivate employees, or educate students. In other words, your objective is to help them meet their objectives with your books.

For example, let’s imagine that you publish an edition of The Wizard of Oz and you’re approaching FTD about using it as a premium (i.e., an item given to the consumer as an incentive to purchase another product). The book, you assert, will increase the sale of flowers on Mother’s Day. The FTD buyer may need some convincing, so you explain that the FTD edition of the book will include a new page that says: “I love you, Mom, and appreciate all you’ve done for me since the day I was born. No matter where or how old I am, I always know there’s no place like home. Happy Mother’s Day.”

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