Authors can sell many books at speaking engagements. The reason is simple: you are talking to a captive audience of people who are interested in the topic of your book. Generally speaking, if the audience members like you and like your talk they are likely to buy your book. Some authors even have success selling their novels after a speech about their non-fiction title.

Speaking engagements are different from book signings where authors talk about their book. People attend speaking engagements because they want to gain knowledge about something of importance to them. People attend book signings because they are interested in either the author or a specific title. Therefore, the speaking engagement should be substantive and informative. For example, if your book is about secrets to a fulfilling relationship, the discussion should leave attendees with a sense that they can be fulfilled in their relationship if they follow five action steps that you have outlined. At the end of the talk, tell the audience that if they want more detailed explanations, additional examples, and a three month plan that will result in a better relationship, buy the book. Generally speaking, this will sell more books than if you were to talk about the development of your book, what people get out of your book, and how your book has changed your life. People want to know what your information can do for them.

Here are some tips for sales success at speaking engagements:

1. Talk about the topic of your book, not the book itself (this is being restated because it is critical).
2. Have a poster or some other display of your book’s cover to create a visual connection between the value of your talk and your book.
3. Understand your audience, then adapt your talk to best meet their needs and interests.
4. Have copies of your books available for purchase in the room. The easier it is for people to buy your book, the more copies you’ll sell. Plus, it’s always good to get that spontaneous buyer.
5. Have a friend, family member, or a representative from the local bookstore conducting the sales transactions. This frees you to talk with attendees.
6. Be entertaining. Some authors find they get the most sales when their talks are 80 percent entertainment and 20 percent substance. (This also results in additional speaking engagements.)
7. Be sure you can complete your talk within the allotted time. You don’t want people checking their watches or rushing off.
8. At the end of the talk encourage people to buy a copy of your book (people are more likely to take action when they are asked to do so).
9. Create a sales incentive. For example, donate $1.00 for each book sold to a charity that would be of interest to the attendees.

by David Tortorelli

David Tortorelli is editor of Author Insider and serves as president of the book marketing firm, Book Premieres.