As an independent author, pursuing book distribution is an integral step in getting your book noticed. In the process of finding the right distributor, there are several opportunities to explore.
For example, there are many ways to pursue book sales through non-bookstore retailers. These could be airport stores, supermarkets, discount stores, gift shops, and many more. The good news is that you sell to them in ways in which you are already familiar: you get a book distribution partner, then they contact buyers for you. The bad news is that the distributors are inundated with books that they cannot take on, and therefore must reject them. Even a good book may be declined if not submitted properly or has information missing.
By learning the reasons why a book may get rejected by a distributor, you can set yours up for success and learn ways to avoid rejection. Here are some common reasons why a book might not be accepted by a distributor or wholesaler:
Table of Contents:
• The book is not a good fit with them
• No marketing plan is submitted
• Not understanding the retailers’ hot buttons
• Not providing specifications
• Not knowing the customer of your target retailers
• Not knowing the author’s credentials
• Lacking cover art and interior formatting that looks professional
• The book was not edited
• The format does not fit the age group
• The book is unreasonably priced
The book is not a good fit with them
Most book distributors specialize in certain genres and will not accept books outside them. For example, Cardinal Publishers Group will provide distribution for adult nonfiction books to bookstores and other non-bookstore retailers across the United States and Canada. If you send them your children’s picture book, it will be turned down. Check the distributors’ websites before submitting books so that you can be sure to adhere to their guidelines.
No marketing plan is submitted
Demonstrate that you know your target audience, competitive titles and prices, and are willing to promote your book. Give detailed information about the pre-publication promotion you have done and the post-publication marketing you will do. Indicate the size of your platform and what you are doing to maintain and build it.
Not understanding the retailers’ hot buttons
Retailers want products that do three things for them:
- Bring more people into the stores.
- Increase profit per square foot.
- Increase inventory turns.
Describe how your heavy promotion will help them meet the above criteria. If not, your book won’t sell, will be returned for full credit, and will be replaced by another product.
Not providing specifications
What is the size of your book? Case quantities? Number of pages? Photos or illustrations? Is it one of a series? List the ISBN. What other books have you published? How many did you sell?
Not knowing the customer of your target retailers
Think about who shops at the stores where you wish to sell your book. For example, think of the types of people who frequent airport stores before submitting your book to Hudson Booksellers. If your content is not appropriate for travelers, it will not be accepted. Or, think about how different the customer is for a Hallmark store compared to those who shop at Spencer Gifts.
Not knowing the author’s credentials
In most cases, the author must have credible credentials for writing a book on the topic. Certain subjects require the education and knowledge of experienced professionals. Distributors will want to know this information.
Lacking cover art and interior formatting that looks professional
Is your book produced with an appropriate, attractive interior layout and a compelling cover design? Do you have high-quality images and graphics that show you mean business? Distributors can look at a book’s cover or interior for just a few seconds and judge the book’s sophistication and professionalism.
The book was not edited
If your book passes the initial design test, the acquisition people will read the first few pages and other pages chosen at random. If your content is rife with typos and grammatical errors, it will be declined. It’s worth it to hire a professional editor.
The format does not fit the age group
For example, a children’s picture book with pages that have large amounts of text no longer works as a picture book. Or, if your target reader is in an older demographic, you might need a large-print edition.
The book is unreasonably priced
It is not difficult to research competitive prices before establishing the retail price. If the price of your book is outside the parameters for your category and format, it may not be accepted. The price should also be shown on the back cover.
To stay in the retail stores – including bookstores — your book should sell well in 60 to 90 days. It will remain there only as it is more profitable than a replacement product. You must keep up the heavy promotion over time to keep it selling, or your unsold books will be returned.
Remember: retailers do not sell books — they display books. And they do not want your book on their shelves — they want it at their cash register. They want products that can sell themselves in terms of design, content, fit, price, and promotion. The easier you can make it for a potential distribution partner to sell your book, the more likely it is they will accept it. Make them confident that your book will be profitable for them by giving them the information they need to make a decision.
And, if you’re a self-published author who’s looking to sell their book through the world’s largest distribution network, look no further than BookBaby for Print On Demand distribution.
