Ready TO SELL YOUR BOOK IN PERSON?

How authors and small presses can master in-person direct selling and create real reader connections

One of my long-time publisher clients — who is also a prolific author — is travelling to Sydney to deliver a keynote at a major event. She asked if I’d be willing to help sell her books before and after her talk. Of course I said yes, and immediately thought of my "conference box" — a sturdy plastic tub that came with me to every event.

Back in the day, that box lived in my office, ready to go at a moment’s notice. It had everything I needed to set up a professional bookstall: Square reader, a float in a secure cash box, printed price list, catalogues, flyers, bookstands, stationery, and of course — the books! It became such a reliable presence that colleagues at events would say, “Ask Rachael — she’ll have it,” whether they needed blutak, scissors, paperclips, a spare pen, or even felt dots to stop a backdrop marking a venue wall.

That conversation reminded me how important it is to be fully prepared for direct selling — especially for indie authors or small presses doing it for the first time. This post is for you: a hands-on guide to help you sell your book with confidence, manage payments smoothly, create a standout display, and connect meaningfully with the people who stop by your table.

Why Sell Your Book in Person? 
​Selling directly isn’t just about making a few sales. It’s about building visibility, starting conversations, and understanding who your readers are and what draws them to your work. When someone meets you at a stall, hears you speak, or chats with you at a community event, that connection is powerful.
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By showing up in person and having your book on hand, you’re:

• Creating memorable, personal moments with readers
• Building your brand through interaction
• Capturing immediate interest with no barriers to purchase
• Collecting emails for future marketing
• Earning more per sale by skipping retailer margins

Accepting Payments with Square
If you’re new to direct sales, I highly recommend the Square Reader. It’s a compact device that connects to your phone or tablet via Bluetooth, allowing you to take credit and debit card payments quickly and professionally. Once your product listings and prices are set up in the Square app, you’re ready to sell. Square can process most internationally issued cards via tap, chip, or swipe — and it handles contactless cards and mobile payments easily. 

For remote payments, Square’s Virtual Terminal allows you to manually enter card details through a web browser, but this feature only works with Australian cards when used in Australia. So, if you’re selling to international customers from overseas via the Virtual Terminal, that’s where the limitation comes in.

A few tips to keep things running smoothly when you are direct selling:

• Ensure your Square Reader is fully charged and your phone has enough battery for the event
• ​Decide whether to build the processing fee into your book price or add it on (generally I absorb it for direct selling at events)
• Customise your receipts in the app to include a thank-you message or your website
• Test your setup before event day so you're not fumbling in front of customers
• Check the situation regarding Wifi at your venue

Many readers appreciate receiving a digital receipt, and I often get follow-up messages or positive feedback just from that small touch.

What to Pack in Your Direct Selling Box

Creating a well-stocked direct selling box means you’ll always be ready to sell at a moment’s notice — whether you're heading to a market, talk, expo, or launch. Mine was a simple plastic tub that fitted nicely onto my trolley, but it still held everything I needed to look professional, feel prepared, and stay organised.

Book and product essentials

• Books — Bring more copies than you think you’ll need. If you're speaking, demand usually spikes afterwards. You can always put books under the table or leave a box or two in the car. 
• ​Price list — If you have a lot of different books, print up a price list so people can see at a glance how much your books are. Consider having one to display, and another for your own reference (especially if you’re doing multi-book bundles).
• Bookplates — Pre-signed adhesive labels make personalisation easy if you’re in a rush or posting books later
• ​​Good pen for signings — Choose a reliable, quick-drying pen that won’t smudge on glossy stock. And make sure there's plenty of ink in it. Take a few!

Payments and admin

• Square Reader (and charger) — Your go-to for accepting card payments on the spot.
• Mobile device and charger — Essential for running the Square app, QR codes, and capturing sign-ups.
• Portable battery pack (power bank) — A lifesaver at all-day or outdoor events where power points are limited or unavailable.
• Cash float in a secure box — Still useful for regional events or older audiences who prefer cash.
• Clipboard with sign-up sheet — A practical way to collect names for your mailing list for those that aren't good with technology options
• Printed QR code — Link to your newsletter sign-up, website, or bonus content.
• Business cards — Depending on the nature of the event - professional networking vs sales to a general fiction reader, you may want to take business cards. Make sure they include your email, website, and social handles.
• Printed checklist — Tape it inside your box lid so you can do a final check before every event.

Marketing and promotional tools

• Bookmarks, postcards, flyers, or catalogues — Great for browsers who aren’t quite ready to buy.
• Pull-up banner or A3 poster — Adds height and context, especially useful if your title isn’t well known.
• Lightweight table signage — Small signs with messaging like “Signed copies available” can draw people in.
• Order forms or invoice sheets — Handy for bulk purchases, follow-up sales, or library interest.
• Branded packing materials — A professional touch. Include paper bags, tissue, or branded stickers if you're going all out. You can buy simple small bags affordably and you can trawl through the aisles at your local Officeworks for some fun ideas on how to build your brand and make an impression.

Display and setup

• Bookstands or easels — Try to display books upright. Visibility matters. Look at how booksellers create eyecatching displays and follow their leads.
• Tablecloth — A clean, neutral tablecloth instantly makes your setup look polished. It also covers a table so you can store items below without people seeing them.
• Trolley or foldable crate on wheels — Makes transporting everything far easier — especially if parking is a distance away.

Stationary, extras and comfort items

• Stationery kit — Include scissors, blutak, sticky tape, bulldog clips, paperclips, pens, sticky notes, and a notepad.
• Felt dots — Stick these to signs or displays to protect venue walls.
• Wet wipes or microfibre cloth — For wiping down dusty table surfaces or book covers after transport.
• Tissues, hand sanitiser, water, and a snack — Essentials for long events. A muesli bar might save your day.
• Name badge or lanyard — Helps attendees know who you are and invites engagement.
• Tape Gun - for reboxing after the event. If you like to be organised, have replacement sticky tape roll for your dispenser in the box as well.
• Boxcutter - keep handy when opening boxes - be careful not to cut through the books if you've packed them all the way to the top! Many of us marketers learned that early in our careers!

Have some fun with the above! Also use sites like Redbubble to create some fun point of sale material or as a giveaway. If you find yourself at a large event, think about something people can collect that promotes your book and makes it memorable long after the event has finished up.

Presentation Matters
You don’t need a flashy setup, but your table should look welcoming, tidy, and easy to browse. Books should stand up, not lie flat. Use boxes or risers to add height. Pricing should be clear. If you’ve had a great review or endorsement, consider framing a pull quote to add interest.

Even if someone isn’t ready to buy, offer a takeaway flyer or bookmark. That simple exchange might lead to a sale later or a new newsletter subscriber.

Creating Real Reader Connections
The real power of direct selling is in the connection. You don’t need to be pushy — just present. A warm greeting, a quick explanation of what your book is about, or a moment of shared enthusiasm can spark interest. Some people will linger and chat. Others will circle back later. Be approachable, not scripted.

Invite people to join your mailing list or follow you on social media. Be open to personalising their copy. Ask what brought them to the event. These moments are what make a reader remember you — and they often lead to meaningful word-of-mouth sales.

If you're speaking at the event, tell people where they can find you afterwards. Many of your best customers will approach you post-talk, when the topic is fresh in their minds and they feel personally connected.

Quick Tip for Industry Events
If you're at a networking or industry-focused event rather than a traditional sales opportunity, bring a notebook (or use your phone’s notes app) to jot down action points, connections, or marketing ideas. Whether it's follow-up names, sales leads, or a reminder to try a new setup idea — write it down while it's fresh. The best insights often come when you least expect them.

Final Thoughts
When someone asks, “Can I buy your book?”, you want to be able to say “Absolutely.” Having your own version of the conference box means you’re not only prepared — you’re professional, calm, and ready to connect.

In-person selling isn’t just about moving books. It’s about visibility, building trust, and turning browsers into buyers and readers into advocates. With a little preparation and the right tools, you can make the most of every opportunity that comes your way.
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If the above post has been helpful, feel free to comment and share your thoughts.