By Carla Williams

How many times have you felt pressured by a local author into putting his or her book on your shelf? Dozens of times, right? An author comes into your store holding his or her baby up for you to kiss and admire. “It’s going to be a bestseller.” Okay, admit it. Often authors can create a real dilemma, especially those without name recognition. What’s a retailer to do?



As an author, publicist, and the mother of a bookstore manager, (The Salt Shaker Christian Bookstore) I’ve experienced all sides of this issue. It’s not that retailers don’t like authors; they simply don’t want to give them false hopes. No one likes to make promises they may have to break. Yet, as a Christian retailer you know authors are important to your success. You know that without authors, there are no books, and no “bookstores.” You need authors, and they need you. Therefore establishing a strong partnership is vital.

A Partnership

Many large communities of authors work hard at supporting bookstores and retailers would do well to take advantage of such groups. Think of every positive contact with an author as free promotion for your store. Here are a few suggestions for building strong author/retailer relationships:

• Invite authors to teach short writing workshops in exchange for a special display of their books.
• Designate a “Local Authors” shelf. Local authors have local friends who want to buy their books—and other products.
• Consider social networking. Many authors have designated author pages on Facebook and Linkedin, making this a great opportunity to connect with authors.
• Join a local Christian writers group. Or if you have the space, open a corner or a room of your store for critique groups.
• Recruit local authors for support. Ask them to help with inventory, moving boxes, and working sales in exchange for shelf space. 
• Suggest authors provide flyers or bookmarks that you will stuff in bags announcing their book or upcoming events in the store. 
• Offer to share the expense of a small ad in the local paper for book signings.
• Ask several local authors to have a co-op signing event. 

Remember the goal is to build community and lasting relationships. Authors understand these are hard financial times and are willing to partner with retailers. In these difficult times, retailers would do well to open their doors to authors. So welcome authors into your store and pick up their new babies. Retailers play an important role in helping authors grow their ministries, and they look forward to becoming part of your family as well.

Author Groups

The following organizations actively partner with retailers:

• Christian Authors Network 
• Advance Writers and Speakers Association
• American Christian Fiction Writers Association
• WinePress Publishing

All of these groups work hard at supporting their local bookstores through events, specials, book signings, and service. Contact them to make your store a designation place.

Carla Williams is a freelance writer and author and has been active in Christian Publishing for over 25 years.