Close More Sales Without Lowering Your Price
Once the decision is made to conduct a promotional campaign, the process to find the best item begins by talking with potential suppliers (coffee mugs, apparel, hats, books) for their ideas and prices. Once the buyers have reduced the list to a final few, they may ask the finalists to offer something more. Those not familiar with the negotiation process usually offer a price concession, and thereby lose the sale. Here are Ten Tips for Choosing a Tiebreaker and Closing More Sales.
- You may not be competing against other books for the sale, but against coffee mugs, apparel, hats, etc. It is difficult to make a benefit vs. benefit comparison.
- Buyers may not choose the lowest-priced item, but the one that can make a difference to their company's business.
- Give the buyers reasons to remove the decision from a price comparison, or even a product comparison, but as the most likely way to reach their campaign objectives.
- If you have never dealt with this buyer before, give him or her a valid reason to choose you over a tested supplier.
- Offer the experience of your printer or cover designer as a surrogate for your perceived lack of experience.
- If it is a small company with no design department, offer to have your designer create literature, displays or shelf-talkers for them.
- Give them a visible "win" that they can take to their bosses as the reason for choosing you.
- Portray your book not as a commodity but as a purchase that can be strategic to their business. Describe it as something nobody in their industry has ever tried.
- Offer the author (or yourself) as a credible source of applicable content who can add significant value as a company spokesperson.
- Ask questions ("What went right/wrong with your last campaign? What is your definition of the perfect promotional program? What do your customer's want?") and listen to the answers. Let them know that you are not just there to sell your book, but to create a long-term, mutually profitable business relationship.
Brian Jud is the Executive Director of the Association of Publishers for Special Sales (APSS - www.bookapss.org - formerly SPAN). He is also the author of How to Make Real Money Selling Books. Brian offers commission-based sales of books to buyers in non-bookstore markets. Contact Brian at P. O. Box 715, Avon, CT 06001-0715; (860) 675-1344; firstname.lastname@example.org or www.premiumbookcompany.com twitter.com/bookmarketing
Brian Jud is an author, book-marketing consultant, seminar leader, television host and president of Premium Book Company, which sells books to non-bookstore buyers on a non-returnable, commission-only basis and conducts on-site training for publishers' sales forces.
Brian is the author of "How to Make Real Money Selling Books (Without Worrying About Returns)," a do-it-yourself guide to selling books to non-bookstore buyers in large quantities, with no returns. He has written many articles about book publishing and marketing, is the author of the eight e-booklets with "Proven Tips for Publishing Success," and creator of the series of "Book Marketing Wizards." He is also the editor of the bi-weekly newsletter, "Book Marketing Matters."
Brian is the host of the television series "The Book Authority" and has aired over 650 shows. In addition, he is the author, narrator and producer of the media-training video program "You're On The Air."