Article Author - "Jud, Brian"


Independent Articles
Brian Jud, February 2017
3 Steps to Making Large Sales to Corporate Buyers »

PUBLISHED FEBRUARY 2017 by Brian Jud, Executive Director, Association of Publishers for Special Sales Non-bookstore marketing is identical to selling through bookstores, yet vastly different. How can that be? There are two pieces in the special-sales pie: retail and non-retail. In retail sales (airport stores, supermarkets, and discount stores) books are sold off the shelf, …

Brian Jud, April 2013
The Questions System for Selling to Nonretail Buyers »

Writers know they should show and not tell because that will help readers understand and get involved with their story or content. For much the same reason, a publisher who wants to sell a book in large quantities to a nonretail corporate buyer should first ask about the prospective buyer rather than tell about the …

Brian Jud, March 2013
Negotiating Large Nonretail Sales: Part 2
ALTERNATIVES IN CASE THINGS GO SOUR »

Brian Jud, the executive director of SPAN and the author of How to Make Real Money Selling Books, offers commission-based sales of books to buyers in special markets. For more information: premiumbookcompany.com. Maybe you decided you would like to pursue large-quantity, non-returnable sales to non-retail buyers after you read “For More Profitable Publishing, Compare Two Major …

Brian Jud, February 2013
Negotiating Large Non-Retail Sales: Part 1
PARAMETERS FOR PROFITS »

Brian Jud, the executive director of SPAN and the author of How to Make Real Money Selling Books, offers commission-based sales of books to buyers in special markets. For more information: premiumbookcompany.com. When you are in the middle of negotiating a sale for a large quantity of books, and your prospect offers to write you a …

Brian Jud, January 2013
For More Profitable Publishing, Compare Two Major Marketing Strategies »

  For More Profitable Publishing, Compare Two Major Marketing Strategies by Brian Jud   Did you ever wonder why our business is described as the book-publishing industry and not the book-selling industry? In 2011 Bowker issued new ISBNs at the rate of more than 1,400 per day, reflecting the industry focus on publishing more books …

Brian Jud, September 2012
Different Distribution Options »

Sales through nonbook retail outlets make a good many independent publishers profitable. These outlets include discount stores, airport stores, supermarkets, gift shops, specialty stores, pharmacies, and a long list of others. Each kind of store has an established distribution network, and publishers must work within it to get their books on the shelves. The goal, …

Brian Jud, June 2012
Marketing in the White Space »

You know that market segmentation is a fundamental marketing technique, and you probably classify sales opportunities in terms of time-honored categories. But looking at the universe of buyers in a new way is likely to increase your sales, revenue, and profits. The figure to the right shows traditional segmentation of the market for a children’s …

Brian Jud, April 2011
Designing Deals: How to Negotiate a Large Book Sale »

      Designing Deals: How to Negotiate a Large Book Sale by Brian Jud Negotiating a large-quantity sale requires a little give and take from each party. The process in which both sides seek to fairly distribute the risk and reward begins at the conclusion of your presentation, when you ask for the order. …

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