The Invisible Sales Pitch: Marketing to Booksellers and Buyers
Quote from smithpublicity1 on 23 January 2026, 10:29When authors think about marketing, they think about the reader holding the book. But before a reader can buy a book, a bookstore has to stock it. This is the realm of "Trade Marketing"—the business-to-business (B2B) side of publishing. It is an invisible engine that drives availability. Without a strategy for winning over book buyers, wholesalers, and librarians, a book publicity services campaign faces an uphill battle. You can generate all the consumer demand in the world, but if the book isn't on the shelf (or available for quick order), that demand dissipates.
Selling to a bookstore buyer requires a completely different language than selling to a reader. A reader cares about the plot and the characters. A buyer cares about the "comps" (comparable titles), the marketing budget, the trim size, and the returnability. They want to know: "Is this book a risk, or a sure thing?" Your trade marketing materials—specifically the "Sell Sheet" or "TI Sheet" (Title Information)—must answer these commercial questions. It must prove that there is a plan to drive customers into their store to buy this specific item.
The Importance of the Sell Sheet
A Sell Sheet is a one-page resume for the book. It includes the cover, the ISBN, the price, the publication date, and the blurb. But crucially, it includes the "Marketing Plan." This section lists where you are advertising, what media you are pitching, and what events you are holding. This signals to the buyer that you are doing the work to support their sales. If a buyer sees a blank marketing section, they assume the book will sit on the shelf gathering dust. A robust, bullet-pointed plan gives them the confidence to order five copies instead of one (or none).
Wholesale Discounts and Returns
The biggest friction point for independent authors and small presses is the wholesale discount and returns policy. Standard industry practice is a 55% discount (off the retail price) and "fully returnable." If an author sets a 20% discount and "non-returnable" via a print-on-demand service, most physical bookstores simply will not stock the book. It is too much financial risk for them. Trade marketing involves understanding these margins. It might mean pricing the book slightly higher to accommodate the deep discount required to get into brick-and-mortar stores. It is a strategic choice: do you want higher margins per unit online, or wider distribution in physical shops?
Catalogues and Distribution Partners
Bookstores rarely order directly from authors; they order from catalogues provided by distributors (like Ingram, Gardiner’s, or publisher reps). Getting your book listed in these catalogues—specifically in the "New and Noteworthy" or genre-specific curated lists—is a massive boost. This often requires working with a distributor or a sales agent who has existing relationships with the buyers. They act as the advocate for your book in meetings that you will never be invited to.
Building Relationships with Local Booksellers
While national chains have centralised buying, independent shops often have local autonomy. An author can do their own trade marketing on a micro-level. Walking into a local shop with a professional sell sheet and a free reading copy is effective. But the pitch must be respectful of their business. "I live locally and I'm sending my newsletter subscribers to your store" is music to a bookseller's ears. It frames the relationship as a partnership where you are driving foot traffic to them.
Conclusion
Trade marketing is the foundation upon which consumer success is built. By understanding the commercial needs of the people who sell books, authors can ensure that their work is visible, available, and championed by the retail experts.
Call to Action
If you want to ensure your book is accessible to retailers and libraries, let us help you refine your trade marketing strategy.
Visit: https://www.smithpublicity.com/
When authors think about marketing, they think about the reader holding the book. But before a reader can buy a book, a bookstore has to stock it. This is the realm of "Trade Marketing"—the business-to-business (B2B) side of publishing. It is an invisible engine that drives availability. Without a strategy for winning over book buyers, wholesalers, and librarians, a book publicity services campaign faces an uphill battle. You can generate all the consumer demand in the world, but if the book isn't on the shelf (or available for quick order), that demand dissipates.
Selling to a bookstore buyer requires a completely different language than selling to a reader. A reader cares about the plot and the characters. A buyer cares about the "comps" (comparable titles), the marketing budget, the trim size, and the returnability. They want to know: "Is this book a risk, or a sure thing?" Your trade marketing materials—specifically the "Sell Sheet" or "TI Sheet" (Title Information)—must answer these commercial questions. It must prove that there is a plan to drive customers into their store to buy this specific item.
The Importance of the Sell Sheet
A Sell Sheet is a one-page resume for the book. It includes the cover, the ISBN, the price, the publication date, and the blurb. But crucially, it includes the "Marketing Plan." This section lists where you are advertising, what media you are pitching, and what events you are holding. This signals to the buyer that you are doing the work to support their sales. If a buyer sees a blank marketing section, they assume the book will sit on the shelf gathering dust. A robust, bullet-pointed plan gives them the confidence to order five copies instead of one (or none).
Wholesale Discounts and Returns
The biggest friction point for independent authors and small presses is the wholesale discount and returns policy. Standard industry practice is a 55% discount (off the retail price) and "fully returnable." If an author sets a 20% discount and "non-returnable" via a print-on-demand service, most physical bookstores simply will not stock the book. It is too much financial risk for them. Trade marketing involves understanding these margins. It might mean pricing the book slightly higher to accommodate the deep discount required to get into brick-and-mortar stores. It is a strategic choice: do you want higher margins per unit online, or wider distribution in physical shops?
Catalogues and Distribution Partners
Bookstores rarely order directly from authors; they order from catalogues provided by distributors (like Ingram, Gardiner’s, or publisher reps). Getting your book listed in these catalogues—specifically in the "New and Noteworthy" or genre-specific curated lists—is a massive boost. This often requires working with a distributor or a sales agent who has existing relationships with the buyers. They act as the advocate for your book in meetings that you will never be invited to.
Building Relationships with Local Booksellers
While national chains have centralised buying, independent shops often have local autonomy. An author can do their own trade marketing on a micro-level. Walking into a local shop with a professional sell sheet and a free reading copy is effective. But the pitch must be respectful of their business. "I live locally and I'm sending my newsletter subscribers to your store" is music to a bookseller's ears. It frames the relationship as a partnership where you are driving foot traffic to them.
Conclusion
Trade marketing is the foundation upon which consumer success is built. By understanding the commercial needs of the people who sell books, authors can ensure that their work is visible, available, and championed by the retail experts.
Call to Action
If you want to ensure your book is accessible to retailers and libraries, let us help you refine your trade marketing strategy.
Visit: https://www.smithpublicity.com/