In this free step-by-step guide, book buyer and book distribution expert Amy Collins shares the 8-stepprocess every self-published author must go throughto get your books selling on the shelves ofbookstores and libraries across the US and internationally.
We all dream of seeing our books on the shelves of bookstores and libraries. We picture the thrill of seeing stacks of our books in front windows and imagine the day when we go to the mailbox and find checks with lots of zeros made out to us.
New York Times Bestselling Author? “Yup! Here!”
But if you were published in the last few years or even weeks, you may already be discouraged by how few stores and libraries are carrying your book.
Why do some books end up in stacks at the bookstore while others cannot even seem to get ONE copy on the shelves?
The truth is, it is MUCH easier for large publishers to get their books on the shelves at bookstores and book retailers. They have the history and credibility of decades behind them. They have scores of sales reps who have earned the right to ask the bookstores to take a chance on new books every month. Those books fill up a LOT of the shelves, front windows, and display tables where you want your book to be.
But there is good news: You CAN get your book in Target stores, book stores, and other major retailers and libraries.
Book buyers are the folks who make the decision to put your book in a bookstore or not. I asked the book buyers who make stocking decisions to share their insight into how they decide to buy books.
8 Steps toGetting Self-Published Books on the Shelves
Follow these 8 steps to get your book into bookstores and on the shelves of major retailers.
1. Know the Market for Your Book
What books and categories are selling well right now?
What is the average retail price that readers expect to pay for books like yours
What are the covers and designs people are comparing to your book?
Do the stores and libraries you are targeting BUY books like yours? Are you sure?
2.Know How They BuyBooks
Most chain bookstores buy from wholesalers.
Ingram, Baker & Taylor, Bookazine, America West. Libraries buy from Baker & Taylor, Ingram, Follett, Brodart, Unique, Quality and Midwest Books.
Independent bookstores buy from wholesalers AND also buy on consignment sometimes directly from authors or publishers.
3.Get Into Book Wholesalers
In order for bookstores and libraries to buy your books, they will start by looking at their favorite wholesaler’s database.
If you are POD with IngramSpark then you will already be in the Ingram Wholesaler database.
If you chose “Extended Distribution” at CreateSpace, you will ALSO be in the Ingram database because extended distribution means that CreateSpace put your book in THEIR IngramSpark account.
If you are not POD, then you can apply to the wholesalers of your choice. Start by visiting these websites:
Ingram – http://www.ingramcontent.com/publishers/distribution/wholesale
Baker & Taylor – http://www.baker-taylor.com/suppliers_supplier_info.cfm
B&T Application – http://www.baker-taylor.com/PDFs/BT_VendorApplication2016v3.pdf
America West – http://americanwestbooks.com/for-publishers/
Brodart – http://www.brodartbooks.com/
Follett (K – 12 and University Libraries) – https://www.follett.com/contact-vendor
4. Develop a marketing and media plan
The KEY to getting into stores and onto library shelves is to create and maintain a plan to create demand for your book. It is not enough to get your book onto the bookstore shelves; you need to do a great deal to get the books OFF of those same shelves.
Readers need to know about your book so they will look for it and buy it in bookstores. What are you doing to create that buzz? What media are you contacting and what reviews are you going after?
In spite of what we might wish, readers don’t just “find” our books; they have to be “shown.” Create a constant set of activities to “show” the world your book. Learn more about how to market your book and get more publicity.
5.Create Professional Marketing Materials
You have just moments to convince a bookstore buyer or a librarian to take your book. These professionals can spot a “yes” or “no” with just a few elements of information.
The best way to get in the “yes” pile is to show them these key book marketing toolsin one place.
Free Book Marketing Tools
You will need a One Sheet that puts all of your book information at their fingertips [Download your free book marketing One Sheet here].
You will also need a Marketing Sheet that outlines your media and marketing plan[Download your free book Marketing Sheethere].
With these two forms and a copy of your book, librarians and buyers have everything they need to make the decision to buy your book.
6.Know Your Buyer’s Goals
Librarian or bookstore buyer, they have goals that keep them employed and happy. Those goals include:
- To Look Good to Their Bosses
- To Choose Books That Appeal to Their Patrons
- To Make Money for Their Location
- To Increase Traffic to their Locations
- To Not Have to Add A Lot of Items to Their TO-DO Lists
7.Contact Bookstore Buyers and Librarians
Here is the part that most of us think of as the first step.
It is actually WAY down the list. But the best part of this is that you are now TOTALLY prepared for this! Start by sending an email to the buyer or librarians stating that you are promoting your book. Remember that you know their goals.
Every part of your communication should be focused on their goals, not yours. Keep this in mind and you will get a LOT further than if you reach out to buyers hyping your book.
Sample Letter to Contact Librarians andSell Your Book
8. Follow Up
After your initial email or phone call, you will hear from a portion of the librarians and bookstore buyers. When you do, there are some questions that they may ask.
Do your homework and know the answers to these questions BEFORE the ask a book buyer to stock your book on the shelves:
- Is your book returnable?
- Where is your book available?
- What discounts and terms are you offering?
- What marketing are you doing?
- Are there any events or programs you can do at their location?
- Are there any articles or content you can provide for their website or newsletter?
There are tens of thousands of libraries and thousands of bookstores that are a great fit for your book. While not every location is a great fit for your book, lots of them are.
Find the right stores and libraries, do your homework, create your materials, reach out to the buyers and get ready for those checks!
Did you find this post helpful? Let us know in the comments below!
About the Author
Funny, sharp, and smart, Amy Collins packs her books with tons of industry tips and executable advice. She has been a Book Buyer for a chain of bookstores as well as a Sales Director for a large books and magazine publisher. Over the years, she has sold to Barnes & Noble, Target, Costco, Airport Stores, Books-A-Million, Wal-Mart, and all the major chains as well as helped launch several hugely successful private label publishing programs.
In 2006, she founded the book distribution and sales company New Shelves Books, one of the fastest-growing book distribution, sales and marketing companies in North America. She is the author of the new book, The Write Way and works with self-published authors and small publishing companies to increase their sales in the marketplace.
Tom Corson-Knowles
Tom Corson-Knowles is the founder of TCK Publishing, and the bestselling author of 27 books including Secrets of the Six-Figure author. He is also the host of the Publishing Profits Podcast show where we interview successful authors and publishing industry experts to share their tips for creating a successful writing career.
Angelaon July 27, 2023 at 3:42 pm
Hi Tom! I’m sorry that I thanked Kaelyn for the article when YOU wrote it! I beg your forgiveness! Great article!
Angelaon July 27, 2023 at 3:40 pm
Hi Kaelyn: Thank you so much for the article! I’m halfway finished writing my first novel. My question is: How far in advance of publishing your book can/should you begin to contact libraries and book stores, etc.? I would like to get as much “footwork marketing” done prior to the book being published so that when it is published, I can spend more time on speaking events (fingers crossed). Would you recommend doing a sort of “pre-publication” marketing so libraries, book stores, etc. will have a clue that a book is forthcoming (or should the author wait until it’s actually published)? I was thinking of finishing the manuscript, having the book cover done, and all of the professional edits and proofreading completed, and THEN, contacting the libraries, book stores, etc. I know it can take a week up to a month to receive a printed copy back from IngramSpark (even without “glitches”) but I’m just not sure of a good timeline to begin this process. I would be grateful for your opinion! Thanks!
Sharon Barneson October 8, 2021 at 8:00 pm
Thank You so much for the information shared. I am a Christian writer and have two books on Amazon and the third in editing and working on a fourth book. I am really new at this. I desire that my books be available in other forms of sales besides Amazon. This site has given me an idea of how it works. Thanks
Kaelyn Barronon October 9, 2021 at 6:48 pm
you’re very welcome, Sharon! We’re glad you found the post helpful :)
Peter Brightonon November 5, 2021 at 11:35 am
I too have just published four books on Amazon and other sites through Draft2digital. I needed to learn how to get bookstores to sell them. I cannot believe how helpful this article is by Amy Collins. It has truly lifted my spirit and I now believe i will be a successful writer, as I’m a retired 72 year old Brit living in the Dominican Republic helping stray dogs and cats on a low UK government pension. I’m hoping to sell my books and TV and film scripts so i can help more animals. Thank you Amy for your brilliant guidance in achieving my objective.
Kaelyn Barronon November 5, 2021 at 5:25 pm
Thanks Peter, we’re so glad you found Amy’s advice helpful! :)
FBon September 21, 2021 at 10:53 pm
Hi, I am the new creative director of Less Is More Press Publishing and appreciate your article. Curious if you have more information about how to get books on the shelves of Target, Walmart and Barnes & Nobles.
Our authors have made television appearances, and I have sent several query emails to the bookstores, only to receive generic responses that do not really address my question as to how to get the book on the shelf.
Milaon September 7, 2021 at 2:19 am
Maybe I’m just confused, but this seems geared to either vendors or authors who have been published by someone else, not indie authors. Am I wrong?
Kaelyn Barronon September 13, 2021 at 10:02 am
Hi Mila, the advice is actually aimed at self-published authors. While it definitely isn’t easy, it is possible to get your self-published books into stores and libraries. The advice in this article can help, but it also takes a lot of persistence and even some luck
Brendaon July 17, 2021 at 3:36 am
How do you get your book in Target?
Kaelyn Barronon July 26, 2021 at 11:32 pm
Hi Brenda, thanks for your comment! I would start by talking to your local Target store manager and trying to figure out who is the book purchaser, they might be able to give you appropriate contact info or send you further up the chain.
Milaon September 7, 2021 at 2:20 am
I tried and they had no clue at the store or where I could go to get this information. Unfortunately, it is not as easy as it seems.
Leon won May 5, 2021 at 12:00 pm
Hi, interested in hospital stores where they have books to sell and getting a specific TBI -Concussion health care guide in them, thats self published and has sold 1000+ copies on Amazon .
Want to now ask Libraries too of course.
Q. ) Where do we get lists of contacts in areas, addresses, emails or names etc.
Can such info be purchased?Kaelyn Barronon May 7, 2021 at 1:32 pm
Thanks for your comment, Leon! For libraries, it’s often best to start local and connect personally. Talk to key decision-makers such as the Head Librarian, Library Director, or in the case of a School Library, the Dean of a specific department where your book is relevant. Although collecting emails of libraries by searching them on Journals, Magazines, or Google would work, I believe it is still more effective if you connect personally and follow-up through an email if needed. If you want to target libraries across different regions, you can use Ingram’s Advance Catalog as they have over 70,000 direct library contacts.
See AlsoHow Long Should My Book Be?Marcia Ambrison July 11, 2021 at 7:01 am
Hello, I am a new author. My two books were released last month. One, a children’s book Busy, Busy Birds and the other, a romance titled Night And Day. They are currently on Amazon, Barnes and Noble, Target and also the link site of the self-publishing company. My books are POD. My question is, can I still apply to the wholesalers such as Ingram and Baker and Taylor etc in order to have a better chance to be placed on the shelves of bookstores and libraries? Please let me know. Thank you.
Kaelyn Barronon July 19, 2021 at 8:07 pm
Hi Marcia, I believe you can. Which company are you using to print on demand now?
Andrew Nooneon July 25, 2021 at 3:51 pm
Hello—
I’ve signed up for Expanded Distribution with Amazon. Does that mean that when librarians use Ingram, they can find my self-published book? Do I need a separate Ingram account?
Thank you
Kaelyn Barronon August 2, 2021 at 9:08 pm
Hi Andrew, thanks for your comment! According to Amazon, if you enroll in Expanded Distribution, they’ll make your book available to distributors so booksellers and libraries can find your book and order it.
Milaon September 7, 2021 at 2:22 am
Amazon does not have Ingram sell indie books. I know that, because I am right now in the process of getting my book into Ingram, because libraries can’t find it there.
Emily Segoon April 10, 2021 at 11:37 pm
So we should send a physical copy of our book as well as a “One Sheet” and a “Marketing sheet”? Won’t libraries just shelve the copy you send them?
“Oh yeah your book looks good, thanks for the free copy!”
If that’s what you guys recommend then I’ll do it, but that sure makes me nervous and will cost me a lot since my book is a full color cookbook on the expensive side to print wholesale.
Kaelyn Barronon April 14, 2021 at 1:53 pm
Hi Emily, I would start with sending a PDF, or like the sample letter shows, mention that you can send a copy upon request.
Chiquita Cartwrighton March 8, 2021 at 10:52 pm
Hi my daughter wrote her first book at 7 years old and I really would like to get her book on book shelves we are already on amazon but I believe she has a amazing store to tell
The title of her book is AQUITA’S BROKEN HEARTKaelyn Barronon March 12, 2021 at 11:07 pm
Hi Chiquita, that’s so awesome that your daughter wrote a book! It’s not easy, but I think the tips in this post will definitely give you a good chance.
Gabrielle Iglesiason February 21, 2021 at 8:35 pm
I’m a teenager trying to get her first manuscript published in a year. Is this possible?
Kaelyn Barronon March 2, 2021 at 1:58 am
Hi Gabrielle, absolutely! Many publishers don’t have age requirements (or of course you could self-publish). The publishing route you take can affect how long it takes to publish, but by self-publishing or working with a smaller publisher I think a year is doable.
Donaldon February 2, 2021 at 12:12 am
Outstanding information and helpful!
Kaelyn Barronon February 3, 2021 at 2:32 pm
Thank you Donald, I’m so glad you found it helpful! :)
D.E. Murrayon January 26, 2021 at 4:10 am
This is clickbait and a complete waste of time. Bookstores will not sell self-published books. Why not be honest about that and stop misleading people?
Kaelyn Barronon February 3, 2021 at 4:40 pm
Hi D.E., thanks for your comment! Many bookstores proudly highlight local and self-published authors, and even larger chain stores feature sections with local authors from the area.
Jimon December 21, 2020 at 5:41 am
Thank you Amy. Very glad I found your article! Loads of resources.
Kaelyn Barronon December 31, 2020 at 4:39 pm
We’re glad you found the article helpful, Jim! :)
Colin Coleson December 14, 2020 at 10:48 am
Thank you. Most helpful. My sixth novel has just been published and hope to get this one into a book store. A tenth book publication, since 2014
Kaelyn Barronon December 18, 2020 at 12:52 am
Hi Colin, I’m glad you found the post helpful! Best of luck with your book :)
Amber Bradburyon April 16, 2021 at 4:05 pm
Thanks for this informative article.
My questions is what’s the best way to approach Target? How can we find out who the book buyer is? I’ve been looking around and haven’t come up with much.
Tynishaon November 8, 2020 at 11:38 am
Thank you!!
Kaelyn Barronon November 12, 2020 at 9:24 pm
You’re welcome! Hope you found it helpful :)
Kenon October 16, 2020 at 9:55 am
Very informative! Thank you.
Kaelyn Barronon October 18, 2020 at 10:20 pm
Glad you found it helpful, Ken! :)
Lesedion October 14, 2020 at 12:31 pm
This is the best information I’ve ever read. Insightful indeed and thank you very much for the samples provided.
Kaelyn Barronon October 14, 2020 at 9:46 pm
We’re glad you found the information helpful! :)
