Self-Published Print Book and Booksellers

Things are simple for self-published ebooks. The author sets the price and the publishing company takes their share. For print, the author must choose what discount to give booksellers (30-55%) and whether to allow returns or not. If allowing returns, the bookseller can send books back for a refund. The author pays the refund.

What the author chooses determines how motivated a bookseller will sell their book.

Allowing the 55% and returns will motivate booksellers to sell the print copy in their store. However, this means the author gets less for each book and there is a risk of paying for returns. However, having a book in a store may generate more sales offsetting the cost and risk.

So, what is an author to do?

I do not allow returns. I have read horror stories of booksellers ordering too many books and the author getting stuck with a large expense. As an alternative, the author can buy their books and provide them to local stores, promising to accept returns. This way the author can limit how many books are in a store and can resupply if needed. More importantly, an author has the opportunity to sell their books in other-than-bookstores. And, readers can still buy a print book through online sites.

While I would like to offer booksellers the 55% discount, that means I must sell my book at a higher price. This could reduce sales. So, I decided on a low book price and the profit I’d like to make (it’s minimal). After these decisions, I adjusted the discount to meet my numbers.

Even with the 55% and allowing returns, as an unknown author I have little chance of a bookseller picking my book. So, I’ll stay local and online to sell my book.

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