Publishers and self-publishers benefit from using book wholesalers or book distributors. Many major bookstores will not stock a book unless it is available for sale through book distributors and book wholesalers. Bookstores prefer dealing with book distributors and book wholesalers for a few reasons:
- Book distributors and book wholesalers are usually more reliable than and tend to ship faster than publishers.
- Bookstores can usually get better discounts from book distributors and book wholesalers than from publishers.
- Bookstores can return unsold books to book distributors and book wholesalers, which they can’t do with many publishers.
Even though they offer many of the same benefits, there are some key differences between book wholesalers and distributors:
- A book wholesaler works for the book store and offers minimal marketing support.
- A book distributor works for the publisher and assists in marketing the books sold.
Find the right book distributor
Choose a book distributor that handles all of the order fulfillment and warehousing requirements. This will take the burden off you having to find storage and possibly hire staff to help fulfill orders. Most book distributors employ a sales staff that markets your books to major bookstore chains and independent bookstores. It pays to take time to research various book distributors or book wholesalers that carry books in your genre.
Sell through wholesale book distributors' catalogs
Choose a wholesaler to carry your book in a catalog. The wholesaler usually offers little marketing other than a catalog, so if you are able to do most of the marketing yourself, a book wholesaler may be your best bet.
On your own terms
Book distribution companies and wholesale book dealers offer various discount terms to bookstores. The amount you pay them to distribute your book may vary based on the net sale price, which can vary depending on the discount given to the buyers. Ask the company how the discount is figured on each sale to the book stores.
The company's backbone
Check to make sure the wholesale book dealer or the book distribution company is stable. Ask if it offers insurance on your books while they are in the warehouse. Find out how long the companies have been in business and how large the book distribution companies are before signing the deal. Also ask how many publishing companies the book distributors represent.
Shop til you drop
Request a catalog before making your decision. Browsing the catalog will tell you what genres the book distributor or book wholesaler markets. It will also tell you a lot about the company's professionalism and sales territories.
Do a background check
As you would for a potential employee, find out what's lurking in the background of a particular book distributor or book wholesaler if you're unsure if its reputation. Request financial statements if you have questions about the viability of the distribution company. Make sure it's not hanging by a financial thread. Ask other publishers and authors what book distributors or book wholesalers they use. Talk to your local book store managers to see where they buy most of their books. Some publisher forums are a good source of advice also.
Gain some independence
Most independent distributors offer distribution of paperback books and magazines, but if your budget prohibits using a larger company, a smaller, independent company may be the ticket.
A list of the top independent book distributors can be found at Bookmarket.
- Use Ingram Book Company. Ingram Book Company is one of the largest privately owned book wholesaler to independent bookstores. Ingram Book Company is located in LaVergne, Tennessee.
- Use Baker & Taylor. Baker & Taylor is another major wholesaler. This company does not stock books; it orders directly from the publisher.
