One of the key things to selling your books, or increasing your popularity in order to gain readers, is to do book signings and other similar events.  However, in order to make these successful you need to know how to market and sell yourself, because the better you can sell yourself, the more you will naturally improve your book sales, as the two go hand in hand.

Appearance
The first thing you want to consider with any event, signing, or other public appearance is to dress appropriately.  Today's world is a visual smörgåsbord.  More than ever people are shopping with their eyes first, so the more appealing something in, the more likely it will get purchased.  This includes accessory items to the object being bought; namely you.  As the author, you are the accessory element to the primary object, which is your book.

If you don't believe me, look at the food you buy in the store.  All of it is in beautiful, well designed packaging.  Well, at least the more expensive, name brand items.  The off brands use simpler packaging, and it's obvious that their sales suffer because of this.  You also have to remember that the regular use of the imagination is a skill that is slowly dying, so you have to be even more appealing to break through that.

Now looking nice doesn't mean you have to wear a tux or formal gown every time you go for a book signing or event.  If you ever do come across a high brow event like that, congrats.  But in most cases, something casual but nice is good enough.  At conventions, usually you can go with something a bit nicer.  Not always, as I've been to some events where "dressed up" is tshirt and shorts, and others where "casual" is a three piece suit.

So it's best to dress according to the event.  Also, consider your attire in relation to the weather.  If it's going to be crazy hot and you're at an outside event, don't be afraid to dress for the weather.  Most people will understand.  Now obviously don't go *too* casual, such as wearing a bathing suit, as that's a bit *too" dressed down, but a nice skirt and blouse, or shorts and tshirt is good enough.

Also, be sure to shower (I say that, because I've actually run into people who don't.  Yeah, eww), do up your hair nice (if you have have, lol), use cologne or perfume, deodorant, and make sure your cloths are as clean as possible.  Once you have that, you should be good.

Selling Technique
One of the things that most people don't think about in advance (unless they've done plenty of selling in the past) is the technique needed to achieve their sale.  This is not something you should be learning on the job, at the event, or on the fly.  Learn and practice it in advance.  Get someone who knows salesmanship to sit down with you, go over your book, and help you find ways to sell your book.

This isn't something I can just blog about and you'll get it.  You really need to learn this hands on from someone who already understands it and can both teach and coach you.  Selling is a skill of subtlety and grace.  It's part contortionist (ie, being adaptive), part detective, part strategist, and part diplomat.  You also need to learn the skills on how to find good candidates, draw them in, and then complete the sale.

Typically it's best to start with friends and family.  Find someone who's had some sales experience, usually six or more months of it, and get them to sit down with you and teach you what they know, then roll play it.  Have them try a regular, straight forward sale first, then start throwing you hooks and curve balls to throw you off.  Once you have the basics, the "hard sells" will be the ones that will really work your mind and fine tune those skills.

Another one to look at practicing with are the "near misses" and the "phantom sells".  Near misses are exactly what the name implies.  They were nearly a sale, but ultimately they fell short.  Phantom sells are any sale that initially appears, but never materializes.  This can be browsers,lookers, loiterers, etc.  These are good for teaching you how to know when to press the sale, and when to give up and let them go.

Not every potential customer will turn into a sale, and if you press too hard, you actually risk doing harm to yourself and your image by either leaving a bad impression with the person you tried to sell, or making them think you're desperate.  Anyone who looks desperate is usually someone to avoid, because if they're desperate, there's a reason, and that's usually because they're not able to sell for any number of reasons, all of which are usually bad.  

So avoid looking desperate whatever you do.  But anyways, that's just the tip of the iceberg.  Good salesmanship is a hands on skill that is passed from one person to another, and one you will need as an author.  Just one final piece of advice.  Pick your teacher carefully.  People who are used to forcing or pushing the sale are not good people to learn from.  Those who take a more gentle, friendly approach are better teachers.

Body Language
Your body language says volumes about you.  Out of every conversation, 90% of the information relayed to the person is done silently through the way you present yourself, while the other 10% is what you say.  If the body language doesn't match up to the words, you're going to hurt yourself.  So be confident about what you're saying when you talk to people about your book.

Also, be aware of your body language when people are coming by.  Use a very open, friendly position that is inviting and welcoming to people.  Most libraries and book stores have at least one book on both reading and practicing good body language.  They will tell you what things to look for in others, and some will even tell you how to recognize what postures and expressions you're displaying.

For example, if your arms are out in front of you, or at your side, it's considered an "open" position, and will bring people in.  If you stand there with your arms crossed it's considered "closed" and will drive people away, as it says "Don't talk to me.  I don't want to be disturbed."  That will ultimately hurt your sales.  So get a good book or video, study them, learn how to read them in others, then practice your own sales and talks in front of a mirror (or a video camera, and watch what you do.  Then find the problems and fix them.

Conclusion
Well, that's the end of this little helpful guide for writers.  In the future I will be providing other useful tips and tricks to help you become better and more productive, not just during the writing process, but also afterwards during the marketing and selling phase of your book.