Self-publishing a book is an incredible achievement, but getting it onto bookstore shelves can feel like a daunting next step. Many indie authors assume bookstores are only interested in traditionally published titles, but that’s not always the case. With the right preparation and approach, you can convince bookstores to stock your self-published book. Here’s a step-by-step guide to help you succeed.
1. Make Your Book Retail-Ready
Before pitching to bookstores, ensure your book meets industry standards. Bookstores want titles that look professional and sellable. Here’s what to focus on:
- ISBN: Every book sold in stores needs an ISBN. At ISBNco.com, we make it easy for you to secure your own ISBN, which gives your book a professional edge and ensures it’s trackable in retail systems.
- Quality Design: Invest in a polished cover and interior layout. A standout cover grabs attention, while clean formatting keeps readers engaged.
- Pricing: Set a competitive retail price that allows for bookstore margins (typically 40-55% off the list price). Research similar titles in your genre to find the sweet spot.
- Distribution: Partner with a distributor like IngramSpark or consider setting up a direct account with Ingram, which many bookstores use to order books. This simplifies the process for them.
2. Understand the Bookstore’s Perspective
Bookstores—especially independent ones—operate on tight budgets and limited shelf space. To win them over, think like a retailer:
- Offer a Discount: Provide the standard 40-55% wholesale discount. This shows you understand their business model.
- Return Policy: Many bookstores prefer returnable books in case they don’t sell. While this might feel risky, offering returns can be the difference between a “yes” and a “no.”
- Consignment Option: If returns aren’t feasible, propose a consignment deal where the store pays you only for copies sold, reducing their risk.
3. Craft a Compelling Pitch
Your pitch is your chance to sell not just your book, but yourself as an author. Keep it concise and professional:
- One-Sheet: Create a single-page document with your book’s title, ISBN (available through isbnco.com), cover image, synopsis, target audience, and key selling points (e.g., local interest, unique angle, or awards).
- Your Story: Highlight what makes you and your book special. Are you a local author? Does your book tie into a trending topic? Bookstores love a personal connection.
- Sales Data: If you’ve sold copies online or at events, share those numbers. Proof of demand builds confidence.
4. Start Local and Build Relationships
Independent bookstores are often more open to self-published authors than big chains. Start with stores in your community:
- Visit in Person: Call ahead or drop by during a slow time (avoid weekends). Bring a copy of your book and your one-sheet.
- Be Professional: Treat this like a business meeting. Respect their time and be prepared to leave materials if they’re busy.
- Support the Store: Buy something while you’re there or attend their events. Building goodwill can pave the way for a “yes.”
5. Leverage Events and Promotions
Bookstores love authors who drive traffic. Offer to:
- Host a Signing or Reading: Bring your audience to the store, boosting foot traffic and sales.
- Tie into Trends: Pitch your book around holidays, local events, or cultural moments that align with its theme.
- Provide Marketing Materials: Supply bookmarks, posters, or postcards (branded with your ISBN from isbnco.com) to help promote your book in-store.
6. Be Persistent but Patient
Not every bookstore will say yes, and that’s okay. Rejection might stem from space constraints, not your book’s quality. Thank them for their time, leave your contact info, and try again later—or move on to the next store. Persistence pays off.
Bonus Tips for isbnco.com Customers
As a self-published author with an ISBN from ISBNco.com, you’re already ahead of the game. Use your ISBN to register your book with Bowker’s Books In Print, making it discoverable to bookstores and libraries worldwide. Pair it with a strong distribution plan, and you’ve got a solid foundation for retail success.
Selling your self-published book to bookstores takes effort, but it’s far from impossible. With a professional product, a smart pitch, and a little hustle, you can see your book on shelves—and in readers’ hands. Ready to take the leap? Buy an ISBN at ISBNco.com and get your book retail-ready today.