書店営業

著者・作家の書店営業が嫌われるのは何故?効果的な方法についても元大手出版社の営業が解説

本を出版した著者が一番に思うのが「重版したい!」「ベストセラーにしたい」

という気持ちです。

そこで著者・作家本人ができるのが、書店への営業です。

しかし、著者・作家の勝手な書店営業は書店と出版社から嫌われると言われます。

理由と、効果的な書店営業の方法について解説します。





著者・作家の書店営業を出版社が嫌う理由

出版社が嫌う、ということに前提があります。

著者が出版社に断りなく、「勝手」に書店営業することを嫌うのです。

その理由が大きく分け2つあるので、書いていきます。

書店は人員不足で対応が難しくなっている

書店員の仕事は多忙です。しかも、忙しさは年を追うごとに増しています。

出版業界の売り上げは20年以上連続で落ち込んでおり、書店の売り上げも

同様です。そうなると人件費が削られ、書店員が少なくなっているのです。

100坪以上のお店でも、正社員が一人で残りはパート、というのが当たり前です。

大手の書店でも、店長が契約社員で残りはパート、というお店も増えてきました。

このような状況で、著者・作家が営業にきて時間を取られるのは、

書店にとって迷惑なことのなのです。

ただ、著者・作家の心理としては、書店に営業してPOPを飾れば売り上げが伸びて、

書店にとってもプラスになるのではないか? と思うかもしれません。

ここで大事なのは、POPが本当に売り上げにプラスになるのか? ということです。

出版社の営業を10年以上やっていましたが、POPの効果はありません。

厳密にいうと、売れる本はPOPがあろうとなかろうと売れるのです

売れない本は、どんなにいいPOPを使っても売れないのです。

POPが必要なのは、出版業界でいう「大きく展開」する場合です。

「大きく展開」とは、平積み8面などで100冊以上を陳列する場合に、

本だけだと見た目がさみしいので、大きなPOPが必要となるのです。

勝手に訪問すると出版社にクレームが入る

著者・作家が勝手に書店営業をするのに出版社の迷惑になる理由は、

書店からクレームが入るからです。

クレームの内容は、忙しいのに著者が勝手に訪問してきて困る、ということです。

出版社の営業としては「著者が勝手に行ってるんだから知らないよ!」と

言いたいところですが、お客様である書店から怒られたら、謝るしかないのです。

また、最近では著名な作家の書店営業を出版社が書店にお願いしても、

断られることがあります。

著名な作家が書店営業をする場合、出版社の営業と編集者も同行します。

そうなると、書店員もしっかりとした対応をしなくてはならないのです。

丁寧な書店では、応接室に通してお茶をだしてくれるのです。

こうなると最低でも30分は時間がかかります。

こういった丁寧な対応をしてくれる書店は出版社の営業として、

本当にありがたいのですが、まったく逆の対応もあります。

著者の対応も書店のバックヤードで立ちっぱなしで、本にサインをさっと書いて、

ものの5分で終わり、ということもあるのです。

効果的な書店営業の方法

それでも書店営業をしたい、という場合は、出版社にお願いしてみましょう。

あまり有名ではない著者・作家の場合、出版社から断られることもあります。

事前に断られることを踏まえて、一人で書店営業をさせてください、と

伝えましょう。事前に言ってもらえれば、よっぽどのことがない限り、

出版社が断ることはありません。

出版社の営業も書店からのクレームは覚悟しますし、実際はそれほど

たくさんクレームはくることがありません。

では、実際にどのように書店営業をすれば効果があるのか、についてです。

先ほどPOPの効果はほとんどない、と書きました。それではどうすれば

売り上げを伸ばすことができるのか? というと、二つあります。

一つ目は、より良い場所に陳列してもらうことです。

例えばビジネス書を出版したとして、ある書店ではビジネス書の棚前に

平積みしてあるとします。

この平積みの場所を、店の入り口近くの話題書コーナーに移動するのです。

ただ、これはかなり難易度の高いことなので、難しいでしょう。

現実的なのは二つ目の方法です。

それは、平積みしている期間を長くするのです。

その為には、書店員が長く平積みしたいと思える理由が必要です。

例えば「一か月後に新聞広告がでます」といったことです。

そのことをA4一枚の紙に大きく書き、本の表紙も一緒に載せて、

書店員にさっと渡しましょう。

ただ、新聞広告を出版社が出してくれる本はそうそうありません。

何も書くことがない場合、時事問題と絡めるのが、もっともやりやすいです。

例えば「副業」についての本を営業するとします。その場合、

新聞やネットで副業について記事になっていることを、書くのです。

「日本経済新聞の一面で副業について特集されました!」などです。

新聞記事の見出しだけでもA4一枚の紙に載せてみるのもいいでしょう。

とにかく、書店員の印象に残るようにするのです。

まとめ

・著者・作家の勝手な書店営業は、書店員が多忙なので嫌われる

・著者・作家の勝手な書店営業は、書店から出版社にクレームがはいることもあります

・効果的な書店営業は、A4一枚の紙でPRし、書店員にさっと渡しましょう





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