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Member only guide to the Australian book industry.
MIN READ
Behind the Book is the ASA’s series of articles demystifying the book publishing industry and providing behind-the-scenes insights from industry professionals.
This article looks at the art of bookselling, which is the step in the publishing process that relies on the power of human connection and word-of-mouth recommendations to place your book in a reader’s hands. How does a bookshop decide which books to sell? What is the difference between independent and chain bookshops? How do booksellers market a book to readers? Why are author events beneficial?
Today we answer these questions and more in discussions with Meaghan O’Connor, Store Manager at QBD Books (Victoria), and Lucy S, bookseller at indie bookshop, Torquay Books (Victoria).
The role of deciding a shop’s stocked titles varies significantly between chain and independent bookshops. At QBD Books, staff are able to request titles , but ultimately the decision lies with the Head Office team, who relies on trends across the market and a shop’s pre-existing stock to determine whether or not a book will be available in-store. Additionally, as a chain retailer, QBD are only able to stock books from major Australian distributors. QBD’s monthly featured books (called Books of the Month) are likewise chosen by the Head Office, but they “almost always lean into supporting local Australian authors” in Meaghan’s recollection of past Books of the Month.
Booksellers at independent bookshops have significantly more control over their stock lists, allowing them to curate a collection that best suits the interests of their community. Traditionally published books receive additional promotion from their publishers via sales representatives that visit the store monthly “to talk through upcoming new releases, [which] really influence[s] the books that end up on the shelf” in Lucy’s experience. In addition to publisher promotion, “staff knowledge also helps a lot in deciding what to stock in the store. When one of us hears about or reads a great book, we automatically want to order copies into the store, and spread the word about them to our customers”. Lucy’s shop also uses shelf-talker staff recommendations, which drive sales for books staff have read and enjoyed.
Independent and chain bookshops offer slightly different benefits to authors and readers. Chain bookshops can afford to sell books at a discounted price, which can be an important factor for a reader deciding where they wish to buy a book. Additionally, they “can hold a wide variety of stock from major publishers and have a lot of social media presence” according to Meaghan, allowing authors a better chance at reaching a wider audience.
Independent bookshops are able to house major publishers as well as independently published/small publisher books. Lucy talks passionately about the importance of independent bookshops, stating that they are “the heart and soul of a community” whose importance lies in “creating a beautiful space that welcomes people from the community”. To locate your local independent bookshop visit the Love Your Bookstore website, or visit Your Bookstore website which allows readers to search the availability of the book they are looking for in their local indie bookstore.
Independent bookshops have more flexibility in their stock lists, therefore they are able to cater to the community’s needs and interests with more precision than chain bookshops. But, in doing this, they sacrifice the wider reach of chain bookshops, who often have locations nationwide.
Both Meaghan and Lucy use a book’s themes and plot points (avoiding spoilers, of course) to guide their recommendations, which is usually done after they have gotten a sense of a customer’s reading history. Meaghan asks the customer about “Who they’re buying for, what kind of book they already love to read, whether they want to stick to something similar or branch out a little bit (and in what direction/how much).” She will also inquire about “what they liked specifically about certain books,” as this gives her insight into what the customer might be looking to get out of the reading experience.
An author reaching out independently, especially in person, is the best way to cultivate a relationship with a local bookshop, whether it’s part of a chain or independent. Engaging with booksellers, talking about your book’s key points, and expressing why you love it, all gets booksellers passionate about recommending your book to others.
For Lucy, “local authors become like friends to us, and it’s wonderful to connect their books to people who will love them.” Giving booksellers a personal anecdote about their discussions with authors and their book is something that customers enjoy. As are signed copies of books for the bookshop to sell, which add to the allure of the book in Lucy and Meaghan’s experiences.
Author events, such as book launches, are a great way to connect with your audience with the help of a local bookshop. Meaghan’s store partners with their local library, as her store is unable to host author events. She still sees the value in this arrangement, as it “allows us to have a relationship with the local library as well as the author.”
Lucy’s shop regularly holds author events in store, and these events are often well-received by the public: “members of the community are always asking about what events are coming up, and it is a lovely thing to see everyone coming together to support local authors”. Likewise, Meaghan fondly describes these events as an “informative [and] fun” way to bring “authors and their audiences together”.
Meaghan assures authors that “Even if we’re unable to stock your book, we do want to support you! It’s a fast paced environment a lot of the time, and it can feel like everything is ‘the next big trend’ – but a lot of customers also want to support local authors and will look out specifically for Australian authors.”
Lucy emphasises, “Don’t be afraid to come in and say hi! I can tell you for a fact, that if you come into the shop and tell me about your book, I am probably googling you the second you walk out the door, and looking at your book. Us booksellers want to know about authors and books, so please don’t feel shy! We are all book lovers after all, and you might just be the author of our next favourite read”.
If you have more questions about sales, you can seek professional advice through the ASA’s free Member Advice Service. The ASA also hosts a comprehensive Book Industry Directory for further information about publishers, distributors, and bookshops. You can also read the other articles in our Behind the Book series in our Book Industry news.
