Sales and Marketing

Sales and Marketing

A publisher can never do enough sales and marketing. It can spend too much money on sales and marketing, but it can never do enough. Effective sales and marketing is the key to revenue generation. Without it, the books you manufacture will merely sit in your warehouse or cost you money in returns.


In today’s world of superstores, with declining numbers of independent booksellers, effective, creative selling and marketing is crucial to your survival as a publisher. Just-in-time inventory is a reality that has dramatic impact on the profitability of your publishing program, impact that extends from the acquisition decision through the sales, marketing, and fulfillment decisions. Understanding today’s critical bookselling environment is the first step in profitably selling into it.

For larger or smaller publishers, profit or non-profit, the question of distribution is key: Should you set up your own systems or should you use a distributor? What are the best alternatives to provide you with what you need to make your way through this maze of options?


Lexicon has years of experience working with not only publishers, but wholesalers and others within the sales and marketing process. We have an intimate understanding of what publishers need to successfully sell and market their books. Understanding that comes from knowing what each link in the sales chain needs to make sales work.


Lexicon can help you:

  • Set up the appropriate sales systems and reports
  • Manage backlist sales
  • Choose software programs to track sales and marketing efforts
  • Establish effective and competitive sales procedures and terms
  • Better track your sales
  • Determine how best to sell and help you negotiate terms with distributors and vendors
  • Formulate incentive programs
  • Formulate complete marketing plans for one book or for your entire program
  • Promote and publicize your books to bookstores, libraries and other markets
  • Tour your authors


To offset risk in today’s bookselling world, the trade book channel must be augmented by other outlets and sources of sale, from direct marketing to the establishment of new areas of sale, including gift stores, educational supply stores and others. Lexicon can help you reach these markets in a competitive way.


In addition, we can help you understand and establish numerous other outlets for the sale and exploitation of subsidiary rights, including:

  • Book club sales
  • Serial rights sales
  • Foreign rights sales
  • Condensation sales
  • Audio rights sales
  • Stamp-sheet vendors
  • And many more


Growing sales is the key component to your ultimate success. Let Lexicon put its expertise to work for you, whether your sales are in the trade, from direct response, or from other specialized markets. We can help you increase your sales with better controls, to achieve greater results.