Book-Marketing Tip of the Week – July 28, 2014
Discover what the customer needs -- which will probably be some combination of products and services -- then describe how you can help improve revenues, margins or brand image. Add value to their way of doing business. For example, you may be trying to sell a barbeque cookbook to buyers at Lowe's or Home Depot. They do not want to sell cookbooks as much as they want to sell high-priced, more profitable barbeque grills. So you could sell your cookbook by demonstrating to them how it could be used as en enticement to get people to buy the grills. They could use your book – rather than sell it – by giving one away with each grill purchased. This is the concept of cross merchandising.