Guest Speakers: J.D. Blackrose, Gerald Coleman, John G. Hartness, Chris A. Jackson, & Ellie Raine
Track Director: Venessa Giunta
Assistant Director: Robby Hilliard
There’s more to selling books than just collecting money. You have to factor in elements such as marketing, networking, building a fan base, etc. Any creator can vouch that it’s difficult for people to take a chance on you online when they’ve never heard of you. It’s much easier when you’re face-to-face and can talk with a potential buyer, not at them. Listen to your prospective audience. You’ll learn a bit more with each interaction of what works and what doesn’t.
The relationships you build (both with fans and networking with other professionals) are rewarding. You’ll get invited to do many other things, such as anthologies or public speaking events. You may be introduced to other publishers as well. There are a number of benefits outside of selling books if you’re open to these opportunities. The element of visibility for a self-published or midlist traditionally published author can be truly invaluable. Though when it comes to small press publishing, there are the good, the bad, and the shady varieties. Never make assumptions when you’re choosing who to work with.
Don’t forget, the mindset of selling doesn’t begin at your booth. From the moment you step into the convention until your final steps out the door, you are selling yourself. People are observing you at reception, in panels, at the bar, how you greet others in the hallways, etc. Nobody buys books or products from people they don’t like. Authors have talked themselves out of sales at their table or with publishers, simply by being a prick. Bear in mind, this is a close-knit community, and reputation gets around. It’s bad etiquette to talk about others at a convention – the walls are thinner than you think!
Now for the big question: how do you engage with customers and reel them in?
#1 – Be positive to everyone who walks by. For example, say, “Hi, good morning!” or “Have a great day!”
#2 – Use colorful banners to draw people’s eyes and initiate conversations.
#3 – Ask what they like to read, and allow them to pick up whatever is on the table. If you have what they enjoy, market it. If not, direct them to someone who does.
#4 – It’s alright if attendees want to look around and explore other options. People only have so much money, and your book may not make the cut – that’s ok.
#5 – QR codes are fantastic for audiobooks or eBooks! If you have too many novels, you can always keep a binder with cover pictures for customers to peruse.
#6 – Keep a newsletter list, and invite readers to join for perks/benefits, and to stay in touch with your brand.
Engagement doesn’t start at the table. While others are observing you, they don’t have to be the only ones. Use this as an opportunity to observe them as well. As people are passing by, what are they wearing? Sports jerseys, a Supernatural TV shirt, a space-ship backpack? All of these are key indicators of their interests. However, don’t make the mistake of assuming that they won’t spend money on your products based on these observations. These may be useful introductory talking points.
Regardless, you want to engage with everyone equally. Just because they may not buy from you today doesn’t mean that they won’t tomorrow or years to come. While short-term sales are important, it would be a mistake to overlook the value of long-term connections. When you are talking with others, avoid “yes or no” questions. Rather, go for open-ended queries that allow for delightful discussions. A good example would be “Do you like to read?” vs. “What do you like to read?”
You want to appear open and approachable with your facial expressions and body language. Poor posture or a dour countenance will chase away potential buyers. Some authors exhibit an air of entitlement, believing their books deserve to be bought. They scowl with disdain upon people who pass them by. Don’t do that. Don’t be like these sellers, who are arrogant and heavy-handed in their approach.
Rather, remain seated in a relaxed pose. Don’t jump up or appear intimidating. Be aware of how others perceive you, and stay consistent with your “author uniform” – that is, the mentality of your business self that you are trying to project. Some convention attendees may not recognize you, and that’s ok.
So, how do you deal with difficult customers at conventions? These may be people who are rude or have long-winded conversations, those who dog-ear your precious pages, etc.
- If they say “I don’t read.” You can respond in a polite tone, “Ok, have a good day.” Let them go.
- If they say, “I don’t like that kind of book.” You can say, “That’s alright, what do you like?” This is an example of redirection.
- If they start talking about politics, or they won’t go away while other customers are trying to look at your products, then switch your attention to the other conversation. “Excuse me, hi! Can I help you?”
- If they are having a conversation that becomes too friendly or personal, where it is making you uncomfortable, then switch to a business tone of voice. “Hey, so which of these books am I sending you home with today?”
- Another tactic is to excuse yourself to the bathroom, or say you need to speak with a colleague about something.
- As an absolute last resort, if none of the above works, and they STILL won’t leave you alone, then state in a firm voice, “I am not having this conversation with you at a convention.”
All in all, there are a myriad of benefits to selling your work at conventions! While it’s necessary to be aware of potential issues and prepare yourself in advance, this is undoubtedly a wonderful way to connect with your audience on a human and individualized level. They will doubtless tell their friends about their experience, and word-of-mouth marketing is still vital in this day and age. Make it count!
What are some of your best experiences at conventions? Who did you meet that was most memorable to you, and why? Have you developed lasting friendships from conventions, or has the contact been mostly fleeting? What are some of your best sales techniques when working face-to-face with others? How do you help potential buyers feel warm and welcomed at your booth?
If you’d like to see more panels like this and receive the FULL experience in person, check out Multiverse Con! Get your tickets here: https://www.multiversecon.org/ Hope to see you there! 🙂
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