Step Six - Distribution (Determining Your Distribution Mix)

Now that you have identified and researched all of your distribution choices, it is time to determine your distribution mix. You can expect to have a combination of distributors and wholesalers to help get your books to your audience. Remember the phrase, "It's not good to put all your eggs into one basket?" That applies here. You don't want to have only distributors handling your book, or only wholesalers handling your book. You need a comfortable combination of all outlets.

The following is a brief exercise that I used to determine a probable distribution mix for my first self-published book, Organize Your Books in 6 Easy Steps. It's a four-step process and involves a little bit of calculation. Thank goodness for calculators! Here's how it works:

STEP 1 - Identify all possible distribution channels

This step requires that you be very realistic about the outlets you feel are available to you. Remember I mentioned way back in step five that much of your profit will come from nontraditional sources. If that is the case then you will be the distributor. So, on a sheet of paper, jot down all of the possible distribution channels you see as a viable choice for your book. Here are the ones I chose for my particular book:

Direct mail

Trade associations

Government agencies

Library wholesalers (like Quality Books or Baker & Taylor)

National wholesalers (like Baker & Taylor or Ingram)

Independent bookstores (for me that would be Tattered Cover in Denver, CO USA)

Libraries (direct)

Book clubs

Mail order catalogs

STEP 2 - Determine the maximum percentage offered to each distribution channel

If you intend to work with a distributor or wholesaler, they will determine this percentage for you. Wholesalers usually ask for a 55% discount. Distributors will ask for a little more (around 60% to 65%). If you are the distributor than you can determine the percent discount. Just ensure that you are consistent. Taking the distribution outlets that were listed above, here's how I mapped my percentages.

Direct mail - 20%

Trade associations - 20%

Government agencies - 20%

Library wholesalers - 55%

National wholesalers - 55%

Independent bookstores - 20%

Libraries (direct) - 0%

Book clubs - 50%

Mail order catalogs - 40%

STEP 3 - Estimate how many books will be sold through each channel (%)

This will be your best guess. Based on your first print-run, determine what percentage of those books will be sold to each particular distribution channel. You will use this number in the next step to determine how many books you will need to have for that distribution channel.

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