How To Maximize Book Sales at Events

Accept Credit Cards

Today’s consumers prefer cards over cash. A 2016 TSYS survey found that 75% of consumers prefer credit or debit cards and 11% cash. By only accepting cash, you’re limiting your sales.

Consider investing in a mobile card reader to expand your payment options. Many of these devices are easy to use and will accept not only credit and debit cards, but also digital payments like Apple Pay and Android Pay.

How it works:

• Hardware: Most companies offer a card reader that plugs into your smartphone/tablet or is a standalone device.
• Software: The card reader pairs with an app that allows you to track sales, send receipts and calculate taxes or discounts.
• Transaction Fees: Typically 2.7% per transaction for U.S. cards, higher for manually entered or international cards.
• Payout: Funds (minus fees) are deposited into your account, usually within 1-2 business days.

Choose Your Mobile Card Reader

While most mobile card readers work the same way, you should choose the one that suits you. Here are a few options:

• Square Reader: 2.75% per swipe, no monthly fees or contracts. Works with the Square Point of Sale app which is user friendly and has advanced features if needed. Payments are deposited into your bank account next business day.
• PayPal Here: Similar to Square, PayPal Here charges 2.7% per swipe. But your funds are available in your PayPal account immediately and you can access with a PayPal debit card.
• PayAnywhere: 2.69% per swipe. 3-in-1 reader accepts chip cards, magnetic stripes and contactless payments like Apple Pay.
• QuickBooks GoPayment: Integrates with QuickBooks for easy accounting. 2.4% + $0.25 per swiped transaction.

Get a Chip Reader

Not required, but recommended. Since 2015 merchants are liable for any fraudulent transactions processed through a magnetic swipe if a chip reader could have been used. For extra security consider upgrading to a chip reader.

Price Your Book for Easy Transactions

When pricing your book at events think about convenience. You may sell your book for $14.99 online, but you can offer special event pricing to make cash transactions easier. Avoid odd prices that require a lot of change—rounded numbers work best. For example, $15 is easier to handle than $14.99.

Include Sales Tax

Don’t forget sales tax! Each state has different rules, but you’re generally required to collect sales tax at events. To avoid complications include the tax in your pricing. Many mobile payment apps will calculate sales tax for you which makes things much easier.

Keep Sales Records

Since you’ll need to report sales for tax purposes, you’ll want to keep accurate records. Most mobile card readers have apps that track both card and cash sales so you can easily monitor and record your transactions.

Give Shoppers Something to Take

Not all event attendees will buy on the spot, but you can still leave an impression. Have business cards, bookmarks or postcards with your book cover and purchasing information. These small takeaways will help buyers remember your book when they’re ready to buy online later.

Plan Ahead

Preparation is key to maximizing your sales. Review the exhibitor guidelines before the event to make sure you’re compliant with local rules on selling. Promote your appearance before the event on social media and use the event to engage with your followers. Taking the time to build buzz around your event will drive more traffic to your booth.

By accepting multiple payment methods, pricing for ease, tracking your sales and giving shoppers something to take, you’ll be ready for a smooth book selling event. With these tips in place you’ll maximize your in-person sales and build relationships with readers.