Planning to sell books during the holidays? Better start thinking like a sales superstar!
Yes, we often talk about this concept here at the Marcie Brock blog. The reason is that for quite a few authors – and other professionals and business owners – marketing is the most difficult part of doing business. My friend Connie Kadansky is an international sales coach and trainer. I recently asked her to come speak to the Phoenix Publishing and Book Promotion Meetup, which I organize. The topic I asked her to speak on? How to Ask for What You Want and Get It.
There are two people in my life who get what they want just about every time an idea comes to them: Connie, and my 22-year-old niece, Samantha. What makes them so special? Do they know some secret? Do they have magic powers? Would you believe me if I told you that the answer to both questions is YES!
Both Connie and Samantha have an uncanny ability to get very, very clear about what they want. Then, they visualize the end result they are trying to achieve as already complete. And the last magic steps are accepting that it’s done and being grateful for the outcome. After that, they just sit back and watch the Universe conspire to support them in achieving their goals – whatever they may be. Whether it’s traveling around the world or landing a coveted speaking gig at a rock-star event, both Connie and Sam ask for what they want and get it nearly every time. I am personally getting much, much better at this, but I’ve got a way to go before I become the master of manifestation that they are.
So what does this have to do with sales? Absolutely everything, because your success as a salesperson is directly related to your mindset. You’ve got to see yourself achieving the results you want before you even pick up the phone, walk into that bookstore, send that email, or begin that conversation with someone at a book signing. And the only way you can see yourself as successful at sales is if you admit that you’re actually in sales.
It was a relatively small group that Connie spoke to for the Publishing Meetup, but it should surprise no one to hear that at least half of those in attendance were incredibly resistant to her message. Why? They don’t see themselves as salespeople. They are authors and writers (and perhaps other professions, too), but they are most definitely not in sales. Is it any wonder, then, that they struggle with selling books?
Connie shared a great story with us. A recent survey of plastic surgeons found that those who are willing to embrace sales and marketing have 6-month waiting lists. On the other hand, those who insist that they are Board Certified Doctors who wouldn’t dare to stoop to the indignity of becoming salespeople are closing their second offices and working only three days a week. Of all the medical disciplines, plastic surgery is the one most reliant on marketing, because it is largely an elective procedure. People don’t generally flip through Physicians Monthly making note of cardiologists or oncologists, in case they should ever have a need. But if plastic surgeons are unwilling to do what it takes to get in front of prospective patients, common sense tells us that those prospective patients are going to use the doctors who are willing to market their services.
It’s a mindset thing. Are you a lead generation specialist first, or are you an author first? Seems to come back to that chicken-and-egg question from our last post, doesn’t it? Except that the answer is clear. If selling our books is important to us – that is, if we wrote them with the intention of finding readers for them – we have to embrace the sales and marketing side, adjusting our mindsets and making time for it.
There are just 115 days till Christmas. What are your sales outlook and marketing plans for those 3-1/2 months? If you don’t have any, sit down right now and sketch it out. It doesn’t have to be elaborate. In fact, the simpler, the better. Just make sure you do have a plan. And that you take action every day to implement it.
Want help creating a holiday marketing plan? Email me at firstname.lastname@example.org to book your complimentary half-hour consultation.
Wishing you great success in mastering your sales mindset!
We welcome and encourage your thoughtful, courteous comments below.
Check out Laura’s newest book, Practical Philanthropy: How ‘Giving Back’ Helps You, Your Business, and the World Around You. A percentage of all book sales is donated to Art4TheHomeless.org and the Society of St. Vincent de Paul.