Mar 20: "Networking Made Easy," by Carol Mon; 6:00 pm ET: http://tinyurl.com/kzktxkh
The link to the recording of "How to Launch Your Book Successfully" is http://tinyurl.com/ncvntjj
The link to the recording of "Using Social Media to Sell More Books, with Stephanie Chandler is http://tinyurl.com/n7bnb4t
Find links to the recordings of all 2013 APSS webinars at
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One of the major benefits of selling to non-bookstore buyers is that after they buy once, you can sell to them multiple times – if you treat them right. Remember that a large-quantity B2B order is not complete once it is signed. There is still much you can do to build upon the rapport you established during the sales process. Make sure that your customers are satisfied and they will reorder. Here are Ten Things You Can Do to Keep Customers Satisfied – and Get More Orders. If you are not doing these things and your competitors are, who will get the next order?
Last week we described how to define your customers. Once you have a good grasp of who your customer is – or customers are – the next step is to identify which of your products and services (or combinations of products and services) your customers value. The emphasis remains on aligning the benefits you provide with the diverse needs of different customers.
Customers at each level of the value chain may assess your bundle of benefits differently. Some may focus on product quality while others expect your promotion to help build traffic through their stores.
Your customers in different market segments look for the value of your content to their needs. Your identical content means one thing to the Executive Director of a trade association and something entirely different to a college instructor or to the Manager of Human Resources in a major corporation.
This scenario underlines the importance of defining your customer. Since you cannot be all things to all people, choose your target markets and focus on the potential customers within each. If your content is important to buyers in vertical markets (bankers, insurance companies or pet-food manufacturers), research their industries. Conduct informational interviews with your existing customers. Subscribe to their trade magazines, attend their trade shows and join their associations.
If your content is applicable horizontally in multiple markets (i.e., motivation, productivity or health), then learn more about your subject and competitive theories. In either case, track chatter on social-media platforms that relates to your topic, industries and customers.
Analyze your newfound data and find new ways to present your material. Make changes to your website, your literature and sales presentations. Help your customers solve their problems in ways in which they may not be aware. For example, if you have a book with tips on caring for a dog, contact pet-food manufacturers. Show them how they could increase the sale of their products by offering your book for free with multiple purchases of their dog food.
The more varied ways in which you define your customers, the less you can assume that you know what they want. Test your assumptions. Search for new information to make sure you truly understand what your customers value. Then deliver that value better than your competitors do.
Rarely will you negotiate with a belligerent person, but it could occur. If the aggressor is not “the boss”, the others will recognize the situation and try to smooth things over. If not, avoid a direct confrontation, perhaps by asking your internal corporate ally to intercede. Do not try to prove the person wrong, but prove yourself right by citing factual information in your proposal.
The primary job of a leader is prediction – whether it is figuring out if your customers are ready to ditch you or knowing when your marketing will break down. Big Data: A Revolution That Will Transform How We Live, Work, and Think, by Viktor Mayer-Schonberger and Kenneth Cukier will help you turn information into a powerful asset without getting lost in trying to understand every nugget. Fortunately this has gotten easier now and even small companies can crunch vast amount of data inexpensively.
"I just wanted to take a moment to thank you for the great information you shared during the (APSS) webinar. The out-of-the-box perspective you had on selling books was very helpful and has me brainstorming new ways to sell my books. So, thank you for your time and insights."
“When you’ve got 10,000 people trying to do the same thing, why would you want to be number 10,001?”
There are many elements that go into producing and marketing a book successfully. APSS has reduced them to a list of the 150 most important things you can do to reach your goals. These will be presented in groups of five over a period of time. They may help you get unstuck in your marketing efforts, sell more of your books and build your publishing empire. Here are tips 116-120:
116: Maximize your revenue from personal presentations. Sell books at the back of the room at list price, non-returnable.
117: Use advertising if appropriate. When used properly advertising can be an economical, targeted means of promotion. Consider bartering or purchasing remnant space.
118: Use promotion tools that reflect your comfort zone. There are many ways to promote books, some suitable to introverts and others to extroverts.
119: Get endorsements and testimonials. Choose celebrities or people well known to your target readers. Know how to go about getting them. Go about it the right way. Give them examples of what you want and offer something in return.
120 Understand deadlines. If you commit to the media to meet a deadline, do it. There are no excuses. But do not feel compelled to meet an internally imposed deadline if it is in your interests to wait until you have a better product, press release or if the timing is more in your favor later.
Every Day Fiction http://www.everydayfiction.com is a bite-size-fiction magazine that publishes a new work of flash fiction every day, and is a great place to submit your micro stories.