Getting Self-Published Books Stocked in a Bookshop

Many authors dream of seeing their book on the shelf of their favourite bookshop. Surrounded by authors that inspire them and sold by booksellers that endorse them, this really can be what makes an author feel like they’ve made it. Whilst it’s not the only avenue to reach readers (there are also direct sales and online sales), having your book in a shop can be a great way to reach those who may not have otherwise seen it. 

On top of that, many self-published authors are uncertain if they can even be stocked in bookshops. So if your concerned, the answer is absolutely, your book can be stocked in bookshops! However, there are certain criteria your book will need to meet (in terms of distribution and quality) in order to be considered, and you will have to make a pitch to the bookshop. 

This can sound overwhelming, so we've detailed everything you need to know, so you can pitch your book and (hopefully!) see it standing next to your favourite authors. 

What Criteria Should My Book Meet? 

The Importance of Quality 

Bookshops look for books to be a professional standard in all areas - from cover design to editorial to typesetting and beyond. Being able to bring a copy of your book can help demonstrate that your title is of a high enough quality to be stocked in their bookshops. 

If you are at the beginning of your self-publishing process, consider opting for services that will enhance the professionalism and quality of your book; this could be the difference between bookshops being willing to stock your book and not. 

The Importance of Distribution 

For self-published authors hoping to see their books in bookshops, you’ll need a strong distribution set-up. Having a proven, efficient distribution system is crucial to booksellers. They like to know how and when they can order the books, and easily. They will also likely ask about the returns policy. 

Alongside this, to be stocked in bookshops you will need your book to be printed on a print run, rather than Print on Demand (POD). If your book is published via POD you’ll find that bookshops will be unwilling to stock them, as they operate on a Sales on Return basis (this means that they are able to return the stock should they not sell it). 

Ensuring that you have the distribution set-up to meet the standards of a bookshop is critical before you consider trying to stock your book with them. 

What Will They Want To Know? 

What is the Publication Date? 

The bookshop will want to know when they can order it. While many bookshops plan and order their big seasonal titles well in advance, local bookshops can be more reactive with ordering, so it is okay to visit them closer to publication once you have a copy of your book to show. 

What is the Cover Price?

Ideally, this needs printing on the back cover. By printing the price on the cover and incorporating it into the bar code on the back of the book, you ensure that it's easy for the bookshop to sell and that it also meets the needs of the book distribution chain. Too high a selling price, you can price yourself out of the market. Consider what other books in the genre retail at and price yours as close to that as you can – if you publish your book with Troubador, this is something our experts can help guide you through, based on your book, the market, and so on. 

What Discount Will You be Giving the Bookshop? 

Most bookshops will expect between 35-55% discount off the selling price. Know what discount you are willing to offer before you make your approach and understand that the bookshop makes no money on the sale if there are no discounts – and will not take copies.  

If your book is being published via your publisher or distributor, make sure you know the discount you will get from them before you agree to something else. If you’re publishing with  Troubador, our full trade details are here.

How Will the Bookshop Order? 

As we said, understanding your distribution channel is key. You will need to know how the bookshop can order and from whom. Make this as easy as possible. 

Most bookshops will prefer to order from their regular suppliers, such as the wholesalers Gardners, from whom they order a range of titles, have overnight delivery, and a returns allowance. They don't want to have a lot of extra work by purchasing from a range of publishers, authors, and suppliers. 

If you publish with Troubador, we supply bookshops directly or via the main wholesalers and take care of all invoicing (and returns). If you are supplying the bookshop yourself you must agree on the terms, including discounts, payment dates and also be able to supply the book and an invoice (including ISBN, title, shop name and details, your payment details). 

Our Tips 

Bringing A Copy

As we mentioned, bookshops like to see the quality of the book. Whilst self-publishing is an incredible option for authors the quality from title to title can vary, so retailers will be keen to see a finalised edition. 

However, due to the standard of self-publishing services nowadays, opting for self-publishing doesn’t limit your ability to get into bookshops. We have had many of our authors successfully stocked in a range of bookshops up and down the country, from indies to Waterstones, Hatchards and beyond. The facilities at self-publishers’ fingertips allow them to create books that can compete with the mainstream authors. 

Marketing Materials 

Marketing materials, such as a bookmark, leaflet, or business card, can be a brilliant tool for authors trying to promote their books to bookshops. These materials can incorporate the book’s ISBN, title, contact details, and where the bookshop can order them. 

As well as being a brilliant resource to encourage the bookshop to invest, creating marketing materials that they can have with the book can also be a lovely way to promote your book to readers once the book is stocked. 

Don’t Mention Amazon 

Whether it’s in your pitch or on your marketing, we thoroughly advise that you do not mention Amazon. Amazon is a big competitor to all book companies, and therefore referencing them is the quickest way to frustrate a bookseller. 

If your book is published with Amazon KDP, unfortunately stocking your book in bookshops will not be an easy task. Books published on Amazon KDP are Print on Demand, which creates difficulty for bookshops. As The Booksellers’ Association writes in their Guide to Working with Bookshops: ‘Whilst, of course, Amazon is likely to be another outlet for your book, most high street bookshops choose to have no commercial dealings with Amazon because of the perceived negative impact they have had on Britain’s high streets and physical bookshops.’ 

Keep this in mind and, whatever you do, don’t ask them to look your book up on Amazon. 

What is Metadata, and Why Should You Get it Right? 

When approaching bookshops, understanding metadata is crucial – but it can also be a bit overwhelming. Luckily, our Managing Director, Alex Thompson, has written an article on all things metadata. 

Metadata is the crucial information for bookshops that they look up on their system. If they look up your book and it’s not there, then your efforts will be wasted. It involves an array of information including how to order the book so, if it is not accurate, they will not be able to stock it. If you are managing your metadata yourself, then make sure you stay on top of it! If you are a Troubador author, you will have your metadata sorted as a part of the marketing services. 

Understand the Difference between Chain Bookshops and Local Indies 

The differences between chain bookshops and local indies goes right through to the ordering and invoicing processes. Managers and owners of indie bookshops are reactive and can make quicker more autonomous decisions about stocking and what books to order. Chain bookshops have more centralised buying and budgets and approved supplier lists. Be aware of this when making your approach. 

We do have relationships with Gardners and Waterstones, which is hugely beneficial for authors seeking distribution to any UK-based bookshop. 

Prepare An Elevator Pitch 

If you’ve researched the publishing industry, you’ve likely heard about the importance of an elevator pitch. As a self-published author, having a targeted angle for that bookshop can be a great way to create a connection. Is the book set in the area, or are you from the area? If you are a regular customer, you can mention this too. Create a punchy 2-3 sentence pitch that will encourage the bookshops that your title is a great fit for their shelves.  

How Troubador Can Help 

Authors who publish with Troubador will be able to opt for our marketing services, of which we offer a variety depending on your goals. We can simply provide you with all the fundamentals you need for your book to be available for sale with UK-based retailers, or we can take it further and actively promote the title to chain and independent bookshops, wholesalers and retailers on your behalf. Alongside that, we also can create bespoke marketing materials to help bring your pitch to life. 

We also have an in-house distribution centre, enabling Troubador authors to stock their own print-runs, and a team who fulfil every trade and customer order. This unique set-up is perfect for self-published authors who would like to see their books in bookshops. 

Good Luck! 

Approaching a bookshop can seem overwhelming, but preparing for it can ensure your pitch is professional, targeted and increase your likelihood of success. 

If you’re interested in starting your self-publishing journey and would like a publishing partner to support you, download our self-publishing guide. Offering a range of services from editorial to typesetting to marketing and beyond, we create high-quality publications that compete with traditionally published titles.