Selling Your Books in Person: 3 Ways to Not Make It Awkward (For Everyone)
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Here’s the thing about being an indie author: writing the book is only half the battle. The other half? Selling it. And unless you’re locked away in a tower somewhere typing away like a hermit, that means selling your book in person—whether it’s at a festival, market, or book fair.
Now, I know what you’re thinking. “I didn’t sign up to be a retail salesperson, I signed up to tell stories!” But if you want readers to actually find those stories, you have to get comfortable selling them. The good news? Selling books in person doesn’t have to be awkward. In fact, with a few simple shifts, you can turn those tentative passerby moments into genuine connections (and sales).
Here are three ways to keep it natural, engaging, and not painfully uncomfortable for anyone involved:
1. Stand Up, Don’t Scroll
Picture this: you’re walking through a market, intrigued by a table of books, but the author is sitting down, scrolling on their phone like they’re waiting for a nurse to call their name and bring them back (for a painfully embarrassing procedure... for the sake of this example). Would you stop? Probably not.
Standing when someone approaches your booth says, “I’m here, I’m ready, I want to connect.” You don’t have to leap across the table or channel your inner used-car salesperson. Just look approachable. If you’re sitting, you’re sending out “not available” vibes—and no one wants to interrupt someone who looks busy ignoring them.
***If you are physically unable to stand or stand for long periods, THAT'S OK! The point is to look available and not distracted or uninterested. You can do that sitting down as well.***
Pro tip: Let browsers have their space at first. Some people want to read the back before they talk. Just be present, you can say hi to acknowledge them, smile, and be ready when they glance your way.
2. The Dance of When to Sell
Here’s where it gets tricky. You’ve spent hours perfecting your back-cover synopsis, but let’s be honest—events are loud, distracting, and filled with sensory overload. Readers might skim your blurb without it sinking in.
If they’ve read the back cover and haven’t given you the “aww, that sounds interesting” cue, this is your chance. Lean in (figuratively, not creepily) and ask: “Would you like me to tell you more about my book?”
Nine times out of ten, the answer will be yes. People want to connect with another human. They want to see your face light up when you talk about your story. That excitement? It’s contagious. And often, it’s what nudges them from “maybe” to “I’ll take one.”
3. Physically Hand Them the Book
Most of us are working behind 5–6 foot tables, which means only one or two people can stand comfortably in front of us. If two friends or a couple are reading your book and someone else hovers nearby, you risk losing them to the next booth.
Here’s what you do: peek around your current browsers, grab a copy, and say something like, “Want to take a look? It’s a [insert genre here]—I think you’ll like it.”
That small gesture turns a passerby into a potential buyer. You’re saying, “I see you. You matter.” And in a sea of booths, that’s memorable.
Bonus Tip: Ask for the Sale
Yes. Say the words. When someone has read the back, listened to your pitch, or said, “That sounds interesting,” follow up with the simplest closer in the world: “Would you like to get a copy?”
Boom. Sale made.
Selling Books = Storytelling, Just Out Loud
At the end of the day, selling your book in person is just another form of storytelling. You’re inviting people into your world, showing them your excitement, and giving them a reason to join the journey.
As someone who spent years in automotive marketing and sales before turning to books, trust me—this is retail psychology 101. People don’t just want the product; they want you. So give them that moment of connection.
Stand up. Know when to step in. Hand them the book. And for the love of stories—ask for the sale.
Because indie authors don’t just write the books. We sell them too.
