When people ask you what you are selling, your initial answer is probably, “I sell books, of course.” But what they are really asking is, “How can your content benefit me in some way?” As a generalization, business buyers are not looking for books to re-sell, but for ways to increase sales, introduce new products, make customers more loyal, or to motivate or reward employees. If the information in your book can help them do one of those things you are more likely to make a sale. In non-bookstore marketing you will become more profitable when you stop selling your books and sell how the content of your book helps the recipient. And that may be different for each buyer. Learn the purchasing criteria for each major buyer, and sell to those needs.