Why I Lugged 150 Pounds of Books Through Customs

Last week, I hauled five cases of books to San Juan, Puerto Rico.  

Sure, my back’s pretty sore… but my spirits are high.

Why, you ask? 

Because taking bulk books to a venue is one of the smartest things you can do for your speaking business.  That’s why!

Yes, I dragged five cases of books through the Miami International Airport… through security… onto a flight to Puerto Rico… and then through customs.

Each case weighed 29.6 pounds… 150 lbs in total.

Pretty sure TSA thought I was smuggling weights for an underground powerlifting meet.

Luckily, my wife Elizabeth was along to help as my book sherpa.  And, because of my airline status, I didn’t have to pay THAT much in excess baggage fees.

That knowledge didn’t make the boxes feel any lighter when we were loading them into and out of the taxi on our way to the hotel.

(Does anyone have any back pain meds?!)

Still, taking these boxes of books actually generates a lot of additional revenue for me.  It helps transform my relationship with both the client and the attendees.

If you can master bulk book fulfillment, it’s actually the smartest business decision you can make for your speaking career. 

(Assuming you’ve gotten that pesky task of writing a book out of the way, of course.) 

Book Fulfillment Is Broken (And It’s Not Your Fault)

The process of publishing and distributing books has changed a lot over the past few decades.  Some speakers and authors work with a traditional publisher to get their ideas on paper.  

These publishers tend to treat books like an afterthought.  It can take 6-8 weeks lead time for any bulk book order, and you have to order over 300 books.  You also may have to deal with a special sales department.

Then, there’s the issue of shipping your books to the venue.  That’s always such a pain, isn’t it? Things get even trickier for international events because you have to deal with customs.

That’s actually why I’m traveling with my books as checked luggage.  It prevents me from paying all of the extra shipping and customs fees.

The other option – if you’re not using a traditional publisher – is self-publishing.  That’s what I did for two of my three books.  This option creates a whole new rat's nest of challenges.  If you publish through Amazon, you will often get ten different boxes and pay insane shipping fees. Then, other third-party publishers have their own margins, shipping, and minimums.

If the books arrive at your venue damaged, it can be a huge pain in the you-know-what to get the damaged books replaced.  

Then, there’s the issue of delivery acceptance.  Let’s say you’re speaking at a hotel in Las Vegas and that venue doesn’t accept deliveries for an event more than 24 hours in advance.  The publishing company gave you a 3-4 day long window of when to expect delivery.  How do you time it perfectly?

Often, some random person will sign for the delivery when it does arrive, but that doesn’t mean the books will be safely stored where you can find them.  One of these situations usually ends up happening…

“Someone signed for your books, but we can’t read the signature.  We don’t know where they are!”

“Oh, we opened those boxes but didn’t know what they were so we sent them back already.”

“Sure, we have your books, but we are going to charge you a $200 handling fee to receive them!”

(Oh dear… what is the prolific writer/speaker to do?)

Yes, my friend.  Bulk book ordering is broken.  The process is NOT easy.  In fact, it’s an absolute pain.  

With all of that in mind, you might be wondering why in the world I bothered to schlep five cases of books across the Caribbean like a pack mule?

Trust me… I have good reasons.

Why It Makes Sense to Bring Bulk Books

There are a number of reasons why it makes sense to suffer through the book fulfillment process.  Let’s take a closer look…

1) Event Organizers LOVE It

When you tell your event organizer that you are planning to bring bulk books as part of your speaking agreement, they tend to get very, very excited.

There’s a huge comfort for them in the knowledge that their audience is getting this huge value add without any additional effort or planning on their end.  They are busy enough getting things ready for the conference.  They don’t need another to-do item on their list.

That’s why it’s practically magical when you tell them...

‘I’ll bring five cases of books and do a signing. You don’t have to lift a finger.’

2) It Changes the Fee Conversation

We’ve talked before about Happy Meal Pricing.  Remember, the cost of the books should be wrapped up in the one easy fee you give your client for a day of your time.  My Happy Meal includes things like: my speech, the books, travel, a book signing, a custom promo video, and anything else they want me to do during that day.

When you include books as part of this package deal, it prevents you from giving them a line item book cost to consider.  There’s no negotiation about the book cost or conversation around what it costs to ship or logistics.

Things are easier, your client is happier, and you are able to justify a higher fee than you normally would.

3) It Supercharges Referrals and Leads

When I show up at an event with books in tow, organizers take notice!  They love this because it makes their lives easier.  Suddenly, you’re not just the “9am speaker”... you’re the guy or gal who schlepped 150 lbs of books halfway across the country…  or world!

You’re the speaker who goes above and beyond!

From a value perspective, the event organizer thinks, 

“Geesh.  I’m getting $6,000 worth of books for only $3,000.” 

The truth is, bulk books cost much less than the $20/each you would pay to buy one individually.  Those five boxes might only cost you $1,200 total.  That means you’re making money.

4) Your Book = A Long-Term Calling Card

Every book that goes into the hands of an audience member becomes a referral amplifier.  It’s a business card that lives on those people’s shelves with your signed inscription.

For my San Juan trip, those 300 attendees are going back to their offices across the Caribbean and putting those books on their shelves.  Hopefully, that leads to my next gig.

5) Book Signings Create Big Opportunities

That time spent behind the little table signing books is well worth it.  You’ll get some extended facetime with your participants, and it gives the opportunity for social media posts where people show off their signed books.

A lot of people will even hand me a business card while they’re getting their book signed and say...

“I have a question for you but let me reach out to you afterwards.”

The Secret to Success? Control the Fulfillment.

Tomorrow, we’re going to go into the specifics of how you can fulfill bulk book orders efficiently, but there is one thing I don’t want you to forget…