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出版社、書店ともにくるしい状況です。
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いま出版社の営業がやっておくべきことを書きます。
自分の会社を守るために、必要なことです。
Amazonの売上を最大化することです。
Amazonでの売れ方が変わってきています。
いままでネット書店では売れていない本が、
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児童書、参考書、実用書の、
Amazonでのシェアは3%前後でした。
いまは10%を越えているでしょう。
Amazonのランキングをみてください。
総合のトップ100に、いままではランクインしていなかった、
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在庫を切らさないようにするのは当たり前ですが、
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購入率をあげるのです。
どうやって上げるのか？
たとえば料理本を買おうとAmazonを訪れた人は、
何冊かの本を比較します。
なにが購入の決め手になるか？
本の中身がわかって、
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そのためには、まず、本の中身を登録しましょう。
東洋経済新報社の「業界地図2020年版」です。
表紙の他に、目次を2ページ、登録しています。
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基本的なことをしっかりとやって、
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登録枚数に制限があります。
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よく質問があるのが、POPをスキャンして載せるのはありか？
です。
載せるのもありですが、制限のあるところに、
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あくまでもPOPは、本を手に取らせるまでのものです。
Amazonでそのページを見ている時点で、
本に興味をもっているのです。
そうであれば、中身を一頁でも多く載せて、
購入の判断材料を増やしましょう！
次に、内容紹介の欄を充実させましょう。
ここは盲目的に作業をするだけです。
本の目次を手打ちしましょう。
新潮社の「33歳で手取り22万円の僕が1億円を貯められた理由」です。
画像は登録していませんが、
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編集部に言うと、著書の許可がないと…
といいがちです。
神経質な著者と接している編集者の思考として、
しょうがないことです。
ですが、時間は待ってくれません。
売れている本の上位から、
登録をどんどん進めて行きましょう。
私が出版社に勤めていたときも、
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編集者には断りなくです。
ですが、著者からなにかを言われたことは
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購入率が0.5%でも上がれば、
売り上げへのインパクトは大きいです。
それでも何だかんだとやらない人がいると思います。
考えてみてください。
この行動は、売り上げに直結して、
誰でもできることなのです。
本を取り寄せれば自宅でもできます。
在宅勤務にぴったりです。
出版業界のパイを広げる行動ではありません。
ですが、自社の売り上げを落とさないための営業活動になります。
例としてあげた本は、
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