HOW TO SELL FICTION
ADVICE FROM RETAIL To sell fiction, you have to love fiction. Karen Welch from New Life Christian Bookstore in Murray KY, said that she sells much more fiction when she talks about it with customers. Karen often gives the freebies she gets from CPE to her fiction readers and asks them to share their reviews. The feedback she receives helps her give recommendations to other customers. Even if you are not an avid fiction reader, identifying a staff member who loves fiction can make a tremendous difference. Rachel Savage of Watermark echoed this sentiment, emphasizing that“ the key to selling fiction is having someone who actually reads and loves fiction.” In her own reading life, approximately 98 percent of the books she reads are fiction. That knowledge allows her to confidently connect readers with books they will enjoy.
To sell fiction, you have to know fiction. Rachel says this is important because fiction readers need someone who can help them find their next favorite author. A knowledgeable staff member is able to identify an author that a customer is searching for and recommend a similar author. You should be able to say,“ If you like this author, you might like this one as well.” Those recommendations often begin with a simple conversation by asking leading questions such as,“ Who do you like to read?” or“ What type of fiction are you enjoying right now?” From here, you can often direct them to new authors and similar genres. Rachel also points out that fiction cannot be treated as a single category. There are numerous genres and subgenres. Simply placing books under a sign that says“ fiction” and hoping they sell misses an opportunity to connect readers with the stories they love. The fiction customer is often a very different shopper from someone browsing your Christian Living sections. Fiction readers are loyal readers, and when they find a store that understands their interests, they are likely to return.
To sell fiction, you have to read fiction— or encourage others to. Watermark Christian Store has hosted a Christian Fiction Book Club for 19 years. Each month, the club selects a featured title and meets to discuss it. To promote the group, Rachel creates a bookmark featuring the current selection along with key meeting details, such as the date, time and location. The featured book is displayed prominently near the checkout area alongside the bookmarks, making it easy for customers to learn about the club and join the conversation.
fiction readers are some of the most loyal and avid readers
Rachel shared that she typically sells 25 – 30 copies of the monthly book club selection. Beyond boosting sales of a single title, the book club also creates opportunities to introduce readers to new authors and encourages additional purchases. If the featured book is part of a series, readers often return to purchase earlier installments or pre-buy upcoming releases. For example, the club’ s current selection is Gelato at the Villa by Robin Jones Gunn, the second book in a series. Customers have already returned to purchase the first book, Tea with Elephants. And Rachel is already pre-selling the next book in the series, Shortbread in the Highlands.
Rachel said another way she has found to successfully promote fiction is to have a separate Facebook page for her fellow Christian fiction lovers. When she receives a shipment of the latest fiction title, she lets her“ insiders” know and immediately starts receiving orders for it.
40 CRA today / www. christianretailassociation. org