Keys to a Successful Booksigning

The subject of "easy" or "hard" sell tactics was discussed at length in one of the writer's groups I belong to and got me thinking....What can an author do to help ensure a successful book signing?

Here are a few tips garnered from my own experience:

* Call one month in advance.

It takes up to four weeks for the store manager to get enough stock to host a book signing. Calling in advance takes the pressure off of everyone involved. If you're scheduling during the holiday season, you may need to call and set up even further in advance.

*Schedule during busy times.

Friday evenings between 5 and 8pm, Saturday 10a -2p or Sunday 1-3 or 4 pm. Think...when do most people go shopping?

*Write it down!

Date, time, person you spoke with, person you'll need to see/speak with that day, etc. Schedule your times to follow-up too.

*Send promo items 2 weeks in advance.

Send too early and they'll get lost or misplaced. Send too late and no one will know! Two weeks is a good time. Follow up a maximum of one week later so that you have time to resend if they were not received or send more if they're out. Allow adequate time for our postal service but don't wait too long to follow up.

*Follow up.

Once things are set and in motion, don't think that nothing will go wrong. Follow up with your contact person at least once -preferably twice- between the time the signing is set and the date/time of the actual event. Be willing to reschedule if something unforeseen happens at the store (an accidental scheduling conflict, books not arrived, etc). Believe me these things do happen!

*Dress the part.

Wrinkle resistant clothes, dress or dressy slacks and blouse. In other words, Casual Business attire or your Sunday best. Now, that doesn't necessarily mean a suit and tie, but close. You want to be professional yet approachable. Some authors even dress like one of their characters!

*Don't just sit there.

Get up, walk around the table, mingle with customers (who are actually READERS by-the-way).

*Smile and be polite.

Many times someone will mistake you for a store employee and ask you questions. Always take the time to answer if you know or at least steer them in the direction of someone who does. You may not make a sale, but you'll definitely make an impression and many times the person may come back and see what you have to offer.

*Engage people in a conversation.

Think of creative ways to get someone's attention. At one book signing, a lady was perusing the current selection of Best sellers -focusing on the romance/women's fiction section. I drew her attention by commenting, "I see you're looking for the next best thing in women's fiction." She nodded, walked over and ended up buying both of my books!

*Bring a friend.

Sitting there for 2 to 4 hours can be boring if you're by yourself. Having someone with you helps pass the time, and ensures someone will always be at the table to greet passerby's. Remember though, don't get so caught up with your partner that you ignore potential customers!

*Harvest those names!

Find a way to get the name/address/email address of EVERYONE who buys your books! This can be as simple as filling out a personal receipt and/or asking them if they want to be informed of your future publications. Some authors give away some little gift by providing forms similar to those you'd get from buying a raffle ticket.

Keep a list of your professional contacts too: store managers, PR people, etc.

*Bring extra promo items.

Bookmarks, business cards, etc. Even if someone is too busy to stop and chat about your books, giving these items may jog their memory later and net you future sales. Some authors attach a business card to miniature candy bars or candy kisses/hugs.

Will following these tips ensure a successful book signing every time? No.

But I can assure you you'll look, feel, act and come across as a professional and THAT'S the key to a successful book singing as well as a prosperous writing career.