When selling books through bookstores, your book sits among competitive books on a shelf, waiting for prospective buyers to come to them. Many would-be readers peruse the shelves, then continue walking in search of a better way in which to spend their money. When they finally make a decision, they purchase one copy and leave. Selling books to non-retail buyers is more proactive. You find the names of potential buyers, narrow the list down to a manageable number and then contact them to negotiate a large-quantity, non-returnable sale.