Friday, June 7, 2019

Anticipate Questions From Those You Want To Sell Books To

There are two kinds of questions – the ones that are directly asked and the ones that are inferred or that linger silently in the heads of the person you are marketing to. Certainly a direct question requires an answer. If you don’t know the answer, let them know you will have to look into it and will gladly get back with an answer. Don’t just guess an answer or make one up.

If you know the answer but don’t want to admit something that is not helpful to your cause, look to dance around it. For instance, if you have a book about investing and someone asks you about a particular stock brokerage and you don’t want to badmouth them, you can say how that brokerage has performed or reference how one can compare a brokerage firm to another without you expressing a specific judgment that they stink. The facts should just logically lead them to such a conclusion.

For the questions not asked, you should state answers to them. How do you answer a question that is not asked? You just continue talking after all questions have been asked. 

Now, you don’t want to stay longer beyond your welcome and you don’t want to talk you way out of a sale, but if you feel there are unresolved issues (maybe it is the way they talk or respond to you, or you see an expression on their face), try to address one to three points that you feel if you can clarify them would make a sale more likely. People don’t always discuss what’s really on their mind. Anticipate and acknowledge the things they won’t ask.

Often people hold back on a purchase for any number of reasons. If you can unearth what is holding someone back you can address it or conclude that the person is truly not ready to buy now and move on to the next person. Some of these things can be out of your control, but here are 15 factors to contend with:

1.      He or she is not the final decision-maker – could be a boss, partner, owner, spouse, or friend that is involved.

2.      They are at the early research stage and no matter what you say they are not ready to buy.

3.      They think some other option is better.

4.      They want a better price or sales terms.

5.      They don’t trust or like you.

6.      They are skeptical that your book may not give them what they need.

7.      They don’t know or realize what they need or want.

8.      They misunderstood a competing offer and or yours as well.

9.      They are in a lousy mood, emotional state, or are tired and cannot focus.

10.  They are in a hurry and don’t hear and absorb all that you are saying.

11.  They lack the experience or knowledge to fully appreciate your offer.

12.  They don’t like certain things that are peripheral – your dress, your books’ cover, the venue you are speaking in – whatever.

13.  You offended them in some way, whether from a bad joke or off-the-cuff reference or something not even having to do with your book.

14.  Their online research of you made them form a negative opinion.

15.  Someone is advising them who does not know what they are talking about.

How Authors Get Bulk Sales Now

Some key principles to rally your book marketing around

How to write powerful, effective book advertising copy that sells tons of books

So what is needed to be a champion book marketer?

The Book Marketing Strategies Of Best-Sellers

How authors can sell more books

No. 1 Book Publicity Resource: 2019 Toolkit For Authors -- FREE

Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2019. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent.  This was named one of the best book marketing blogs by Book Baby and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.