What are the three segments of special sales?
The general market for special sales is divided into three segments. Buyers in each niche purchase books for different reasons and your promotion must address these differences in order to be successful. Segment One: Special Distribution. This group utilizes middlemen to reach retailers that sell to mass markets. In this case (as in the traditional book market) you do not sell directly to the retailer, but through a distributor that takes a commission for its work. For example, you will have to sell through distributors to reach libraries, discount stores, warehouse clubs, supermarkets, airport stores, educational markets and the military. Segment Two: Commercial Sales. Prospective buyers in this category purchase books for a specific, captive audience. Buyers in corporations and network-marketing companies use books as premiums for their customers, or as incentive items for their employees. Associations, foundations, organizations and government agencies all have specific factions of
