Many authors, lacking the proper training, or representation, do not possess the tools to promote their work properly. It is for this reason, among others, that those who wish to be able to get into venues to sell their work are not able to.
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For those authors who sincerely wish to get their work onto more shelves in more bookstores, the first step is ensuring an understanding of what is necessary.
Map Out a Radius of Bookstores
The first step in producing a book tour is figuring out just how far one can go. Authors must be very conscious of budgets concerning time and money.
After a radius is decided - be it 50 or 500 miles from home - the best place to start is nearby. Using a search engine of choice, authors will find themselves pleasantly surprised by the amount of independent bookstores that are within the local area.
A list should be made with phone numbers and any names that are available of managers or event coordinators. The first store on the list should be the one that is the shortest distance from the author's home.
Prepare for Phone Calls and Have Promotional Materials Ready
It is not wise to head into sales calls (or cold calls, as these are) without any type of preparation.
The first thing an author should know is who he or she is calling. When contacting an independent store, it is appropriate to ask for the manager or owner. When calling a large chain store, the manager or event coordinator should be requested.
The phone call should feel natural. Although it is true that these stores hold the distance between authors and the public, the presence of an author signing books attracts certain clientele to purchase books they would not have otherwise, namely the author's. Bookstores and authors are of mutual benefit to one another.
An author must remember this so as to be confident and comfortable on the phone with store managers when informing them that he or she is setting down dates for a book tour, and would like to know if their stores schedule author events, such as book signings or readings. Authors must be prepared to name dates they are available and times they prefer to be in the store. This is where one must be conscious of other schedules, such as that of family or work.
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