Start Selling Books as Promotional Items

October 2009
by Brian Jud

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Start Selling Books as Promotional Items

by Brian Jud

Businesses of all sizes constitute a large, growing, and diverse universe of potential buyers for your books. They seek items to help them promote their goods and services, to reward their customers for purchasing from them, to motivate their employees, or to present as gifts to customers to build good will. Traditionally, businesses have used apparel, cameras, coffee mugs, food, electronic devices, and other items to reach these goals.

Recently, businesses have become interested in using books as promotional items—but so recently that you cannot begin the sales process assuming that buyers know the benefits of books as premiums and incentives. If you start by asking what their budget is and how many books they want, the likelihood of success is slim. Instead, you need to convince buyers that books are effective promotional items before getting them to consider purchasing a specific book of yours.

Facilitate this process by acting as a consultant, not as an author or publisher. Your initial goal is not getting an order; it is helping your prospects solve their marketing problems with a book instead of something else. Begin by explaining briefly that you believe you understand their needs and that information about past promotional campaigns w…IBPA Members – Click here to view the full article (login required).

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