Walking Billboards: Use Your Sidelines

Your bookstore staff serves as a sales team for your store in ways they might not realize. When they select merchandise for their own use that they’ve purchased from your store, they become walking billboards for your products.

So many times I’m complimented on my bag, shirt, or notebook (Moleskine, extra-large, ruled, hard-cover, black), and it’s so great when I can say, “I bought it at Watermark.”

Sell items you love. And if you’re not using the items you sell, you should start.

Does your store sell pens? Use them at the check-out counter and have them available for customers to use when they sign their credit card receipts. If they happen to say, “I like this pen,” you can reply with, “Isn’t it fantastic? We sell them here.”

Shirts? Encourage staff to wear them.

Stationery? Write thank you notes to customers.

Puzzles? Have one in the works for shoppers to attempt solving a piece or two.

If you liked the product enough to order it for your store, use it, show it off, talk about it. And if you love it, well … there’s the content for your next blog post.


Beth Golay

Beth is a reader, writer, marketer and Books & Whatnot founder. Even though she knows better, she's a sucker for a good book cover and will positively swoon if a book is set in appropriate type. @BethGolay