Drop the rep, says Dutch bookseller
16.03.09 Catherine Neilan writing in The Bookseller
16.03.09 Catherine Neilan writing in The Bookseller
The Netherlands’ largest bookselling chain has recommended cutting out sales representatives in favour of using an "e-rep" system. Speaking at last week’s APSBG Conference, Jesse Kroger, marketing manager of Boekhandels Groep Nederland, said by implementing a digital approach instead of face-to-face meetings, booksellers could become a more efficient and profitable businesses.
"I want to replace the rep with the e-rep – this will facilitate the process for buyers to get information in a more structured way," said Kroger, describing the current system of sending out catalogues as "very outdated". In particular, he singled out BGN’s recent move towards a more digital approach, which helped turn the company around from having lost €6.9m in 2001 to a profit-making company seven years later.This was largely down to "centralisation", reducing "the number and frequency of sales visits quite drastically", he said. However, Kroger stressed he was not advocating centralised buying, but "a central platform which the buyer can tap into". He added BGN would "always have local buyers".
After implementing the e-rep system at BGN, Kroger said staff felt there was "little added value" a sales rep could offer. "There was good value to some good reps, but most just use the catalogue," he said.
Kroger added: "Despite the rise of e-books and print on demand, selling books is a very traditional business - not much has changed over the years, especially the way booksellers and publishers trade with each other, which is not very effective. Because of the internet, it is more important than ever [that buyers] make the right selection. To do that, we need relevant information."
Kroger highlighted the frequency of last minute changes as an example of the need for a more up-to-the-minute way of transmitting information. By using an e-rep system, Kroger said booksellers had access to "better information, more insight into the whole range of yet-to-be published titles, therefore building a database and improving efficiency. It will lead to better buying, at a lower cost – helping customers and selling more books."
3 comments:
I find this really odd. I think booksellers/buyers probably enjoy the face-to-face contact and don't want to stare at a computer all day. Small bookstore owners already have to do all the receiving, returns, frontlisting etc. on computers - not to mention checking emails, maintaining online bookstores/events etc.
What a terrible thought! Publishers reps are an integral part of the publishing and bookselling landscape not able to be replaced in any e format.
As a publishing rep myself I have to wholeheartedly agree with the above comments! If booksellers aren't getting any more out of an appointment with a rep than they would reading a catalogue, then the rep's not doing their job properly. As a bookseller I always loved my appointments with publishing reps, their insight into the books and knowledge about the product was invaluable towards helping me build my sales.
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