I’ve written several posts about how salespeople should act at tradeshows.
Having attended two book fairs in the Washington, D.C. area this month, I would like to share with you some tips I’ve learned that you help you sell better at trade shows.
The book fairs I attended were at Roscoe Neapolitan Pizzeria in Takoma Park, MD. and at the Writer’s Center in Bethesda, Md.
Here are my tips–
1). Smile – yes, you may have written a book about depression or divorce, but if you want to attract people to your table display, you need to smile. While the subject matter may have been difficult to write about, you don’t want to make it more difficult for people to connect with you and buy your publication.
2). Business cards – put your business cards on your table. If you’re busy speaking to someone, a potential customer could at least pick up your card and contact you later, or perhaps circle back when you have time to speak. Or better yet, if you are selling books, offer free bookmarks with your contact information.
3). Summary – when someone asks you what your book is about, be prepared to give them a one or two-sentence summary or pitch. Don’t go into a long explanation. After summarizing your book, ask the attendee if he has any questions or interest in what you are selling. In other words, learn to engage with attendees.
4). Price Sheet – depending on the size of the book fair (or trade show), it doesn’t hurt to display your price sheet. Also, if you are offering a special “book fair” price only, make sure you mention that to attendees.
5). Apparel – if you want to attract attention, wear a funny hat or shirt displaying your book or subject matter.
6). Got bags? – Jennifer Bort Yacovissi, author of “Up The Hill To Home,” a historical novel based in Washington, D.C., came up with an interesting idea to encourage books sales – She brought paper bags and gave them to her customers to carry books. Not a bad idea for someone like myself who likes to buy a lot of books.
7). Don’t share tables with other writers – yes, I know that you want to save money at book fairs. I get that. But nothing hurts your feelings more than someone returning later to buy your neighbor’s book and not your copy.
If you want to stand above the crowd, you need to stand alone.
8). Promote your attendance – don’t forget to promote your attendance on social media and your website so all your fans and friends can stop by and offer you moral support, not to mention purchasing your book.
9). Swag – providing free pens with your website and contact information never hurts.
10). Never give up – so you didn’t sell a lot of books at your book fair. Evaluate what you did right or wrong. Should you have had a larger table? Should you have created a better display of your books? Should you have rented a better location? Live and learn, and then move forward. There are more book fairs to come.
Frankly, selling at a book fair is a little tame and less stressful compared to working at a trade show. But I hope my tips will help you sell better in the future.