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Quantity Bookselling 101: Writing and Publishing for the Network Marketing Trade

Selling books to network marketing groups like Michigan-based Amway Corporation can boost your sales and increase your exposure. Expert advice on how to reach this market from INTI's Katherine Glover and JGI's Kim Kowalski.

By Jim Barnes

"Direct selling via mail, radio shows, or the Internet at full retail is of course the highest margin sale. Selling into the regular book trade comes next, as publishers must give discounts of 40-55% to wholesalers and distributors. Finally, Special Sales, or sales made outside of the traditional market, to the likes of book clubs and corporations, require discounts of 65-80%."

"Although per book margins in this third 'bucket' are low, Special Sales are still desirable because of the order quantities, which are often in the thousands, sometimes 200,000 or more. Books are also sold on a non-returnable basis, and the buyer pays for freight," explains Kowalski.

A prime Special Sales market today is the network marketing (or direct selling) industry, an $83+ billion a year business, involving more than 30 million salespeople worldwide. Unfortunately, says Kowalski, it is also one of the most difficult to reach.

One of the industry leaders and innovators is Michigan-based Amway Corp., with more than 3 million independent business owners (IBOs) around the world, selling 450 products with the Amway name, as well as a variety of brand-name commercial products and services.

Under the new corporate name Alticor (announced October 2000), the company founders and their IBOs are committed to such values as quality, ethics, and teamwork, with a strong belief in the power of free enterprise. Alticor is parent to Amway (direct selling), Quixtar (e-commerce), Access Business Group (business-to-business services in manufacturing and logistics) and Pyxis Innovations (product and sales innovations).

Since its inception in September 1999, Quixtar has capitalized on both the rapidly growing field of e-commerce and the boom in popularity of wellness and lifestyle products such as nutritional supplements and cosmetics. In addition, there are links to dozens of Partner Stores, each providing benefits to Quixtar-affiliated IBOs and Members.

When people commit to joining the team and starting their own businesses, many of them embark on a renewed effort to improve their management and interpersonal skills, which often includes buying and reading books on those topics. Numerous titles are chosen each month by high-level distributors, who disperse them down through their networking channels.

We spoke with Katherine Glover of INTI Publishing, one of the largest U.S. publishers and distributors of books to the network marketing trade, under the slogan, "Your Personal Growth is our Personal Mission." For ten years, INTI has specialized in supplying books to groups like Amway and has sold hundreds of titles, including their own breakthrough title Who Stole the American Dream? by Burke Hedges (one of the classics in this field with 1.3 million books sold). We asked Ms. Glover about writing and publishing to meet this market, and about what makes a successful seller to network marketing groups today.

"Motivation and personal growth are the hot topics," said Glover. "Concepts like fulfilling your dreams and the power of dreams and goals are very big right now. Some examples might be Dream Big, Achieve Big; Learning to Think Big; Persistence; Values; Goal setting; Importance of Attitude; Importance of Taking Action; and Dealing with Change."

"Quite a few important criteria need to be met in order for a book to be appropriate to this market: subject matter must be neutral-not too Christian and not too New Age. Also, size is very important, page count should be under 200 pages, and 140 is ideal. Pricing should be between $9.95 and $14.95. Ten-dollar books are getting hard to find--$12.95 is typical. They must be paperback, from the standpoint of both pricing and shipping. Keep that freight cost down! Finally, you must offer a good discount 60% -70% of list. Glover's own knowledge of the market and close contacts within the industry help her keep a finger on its pulse.

"In general, they're looking for books that will help people succeed in business and in life," explained Glover. "Motivation is very important, as these people are self-directed; they're their own bosses, running their own businesses and controlling their own destinies." "I meet with many of these groups at conventions around the country, and I can see that a real change that takes place in people. Because of their approach to business and taking control of themselves - they learn a lot that can help them in their personal lives. They really get fired up about life."

Especially due to the fact that INTI itself started out as a publisher, Glover knows exactly what works and what doesn't. "I receive 200-250 books a month, which may sound like a lot, but it's not that hard because by now I know the market so well I can review books very quickly. I check for the afore-mentioned criteria, assess the topic, and it if makes it that far, it now has to 'press the right buttons.'"

"We also receive manuscripts from authors, and work like a real 'think tank,' brainstorming ideas, and end up working with a few outside manuscripts each year. But we're very selective. Our customers trust us to do the right thing and come up with the right stuff."

One way to reach INTI is through Kim Kowalski and the Jenkins Group, whose Special Sales program feeds a continual stream of new books to Glover and other network marketing buyers for review. When a book is accepted into the JGI Special Sales program, it follows this path:
1) Title is introduced to all appropriate buyers through a monthly newsletter
2) Review copies and cover letter are mailed to appropriate buyers
3) Follow-up call is made to buyers regarding the title

"The review process can take a long time," warns Kowalski. "It can take up to one year, depending on the book category and the buyer. These buyers are inundated with books daily, so only a select few make it through. One of the reasons JGI is so successful is because we have a great relationship with our buyers and, thanks to our participating publishers, we send them really good books. The titles that come out with high marks from the review will definitely be considered for purchase."

Once a book is chosen, the process isn't over, cautions Kowalski. "Special Sales are difficult to achieve but they will be rewarding, if you can meet the needs of the buyer. First, you have to offer the right discount; next you have to maintain inventory and have books available; and above all, you must be flexible."

"For example, if your retail price is too high, let's say $18.95, many networking groups will not review it, or they may market it at a lower retail like $12.95 and still expect the 60-70% discount from that new retail."

"The customer comes first in this business, so you have to be ready to accommodate their needs. It is common to go to print especially for a Special Sales order. Buyers frequently request customized printing, such as removing the publisher's order form page, and there are often very tight time lines to be met."

"What we do here at JGI is coordinate the deals and give publishers the support required to accommodate a buyer's needs and keep things running smoothly. If you're considering publishing a book that might be right for this market, I can help you create the perfect book the first time. It usually takes some extra effort, but the payoff is big!" says Kowalski. "Not only does the author/publisher get a check, but the exposure gained from a large quantity sale translates into free advertising. Frequently authors will get calls from someone who read the book and is looking for more copies."

And that, friends, is what networking is all about.