As your book approaches publication, you’re probably excited about the possibility of seeing it on the shelf at your local bookstore! One of the most practical approaches for independent authors is selling books on consignment, allowing you to work directly with bookstores and control your stock.
Here's a detailed guide on consignment, followed by alternative approaches for those considering making their books returnable or working with distributors.
Selling Your Book on Consignment
Consignment is often the most accessible route for self-published authors to get their books onto bookstore shelves. Through this model, you provide the books directly to the store, acting as your own distributor, and the bookstore takes a percentage of each sale (typically 40-55%). While consignment doesn’t guarantee high sales, it allows you to control your inventory, engage directly with bookstore staff, and increase your book’s visibility.
How to Approach Bookstores for Consignment
Approaching bookstores for consignment requires preparation and persistence. It’s important to understand how bookstores operate and what they expect before approaching them. Here’s how you can get started:
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Prepare a Book Backgrounder
Create a professional document showcasing your book cover, synopsis, key details, and any positive reviews or media mentions. This backgrounder serves as your introduction to bookstore staff and helps make a strong first impression. -
Research Bookstores
Focus on local independent bookstores that align with your book’s audience. Use resources like online directories or Bookmanager to identify stores that might be interested in your book. -
Order Books
Make sure you have enough physical copies of your book to distribute, considering both the number of bookstores you’ll approach and any events you plan to attend. Tellwell can help you order bulk copies to build up your personal inventory. You can send us an email any time to request a quote. -
Contact Bookstores
Reach out to the right contact at each bookstore, typically the person handling consignment. You can start by calling and asking for their email, or try speaking to them directly. -
Pitch Your Book
In your email pitch, highlight your status as a local author, give a brief synopsis of the book, and mention any rave reviews or media coverage. If the content of your book is regionally relevant, be sure to emphasize that. You can also offer a digital review copy and suggest the possibility of a book signing event. -
Follow Up
If you don’t hear back, don't be afraid to be persistent! Send a follow-up email or give the bookstore a call. You can also visit in person and speak with the consignment manager directly. -
Deliver Copies
If a bookstore agrees to carry your book, you’ll typically need to provide around 5-6 copies. Be prepared to sign a consignment agreement outlining terms like pricing, the percentage of each sale the store takes, and the timeframe for stocking your book. -
Track Sales
Bookstores pay only for the copies they sell, so it’s crucial to keep track of where your books are placed and follow up regularly to monitor sales or collect unsold copies.
Pricing for Consignment
When setting a price for consignment, keep in mind that the retailer discount is typically between 40-55%. This is often higher than the discount used for online retailers, meaning your consignment price may differ from your suggested retail price (SRP). Additionally, since you’re responsible for the printing costs, it’s important to factor that in when determining your price. For example, if your printing cost is $5 per book and the bookstore takes a 50% discount, you’ll need to set a consignment price that ensures you still make a profit after those costs are deducted.
Creative Marketing and Event Strategies
Consignment success often comes from creative marketing efforts. Organize book signings, readings, or talks at local stores, libraries, or community centers. Use your social media channels to promote where your book is available and keep your audience updated on any upcoming events.
Maximizing Consignment Success
Independent and local bookstores are usually the best fit for self-published authors. Delivering books in person can save on shipping costs and help build stronger relationships with store staff. While consignment may not lead to immediate high sales, having your book physically available in stores can boost your visibility and lead to new opportunities. Proudly revealing your book to your community can be the most rewarding aspect of the publishing process for many authors.
Exploring Other Options: Making Your Book Returnable and Partnering with Distributors
While consignment offers a direct and hands-on approach, some authors consider setting their books as returnable or working with alternative distributors.
Making Your Book Returnable:
In order for bookstores to purchase a book directly from the distributor (Ingram) and stock it on their shelves, they will typically require a 55% wholesale discount to be set with the distributor who makes the book available to them. On top of this, books will need to be marked as returnable, which comes with unlimited liabilities, as there are charges—often 45% of the suggested retail price—per book that is returned.
Tellwell offers a program that allows authors to make their books returnable, but it’s essential to weigh the costs and benefits carefully. This option comes with an annual fee, and your book must be priced high enough to ensure the royalty earned can cover the costs of returns if a significant portion of your books are sent back. Additionally, royalties earned through the distributor are withheld until six months after opting out of the program to account for potential returns.
Even with a returnable status and the required discount, getting your book onto bookstore shelves remains highly competitive. Bookstores often need to see a strong sales history, positive reviews, or direct engagement from the author before they consider stocking a title. Simply setting your book as returnable does not guarantee placement—it still requires active effort on your part to pitch your book and drive interest.
The returnability process is primarily designed to protect distributors, retailers, and publishers, often leaving authors with minimal earnings per sale. For most indie authors, this approach is not particularly lucrative due to the high financial risks involved. Therefore, starting with a strong online marketing strategy, leveraging online retailers, and engaging in local launch events or book signings can provide a more manageable and rewarding path. These efforts can help build the sales track record needed if you decide to pursue returnability in the future.
Partnering with Alternative Distributors:
Working with a distributor can potentially increase your book’s reach, especially if it has strong regional or national appeal. However, distributors are highly selective and often require a substantial upfront investment in a print run, along with a compelling marketing plan. This approach can be financially burdensome and competitive, making it challenging for many indie authors.
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