There is a great deal of preparation that goes into the pre-launch phase, and then there's the big day. The day of the launch is exciting but it can also be nerve-wracking. The key to a successful launch is to be well-prepared and respond quickly when there is a problem.
There are often technological problems during a book launch, no matter how carefully you've set things up and tested. For example, if you have more orders than expected, your site could crash. There could be an unexpected problem with your shopping cart; for example, it may not take orders from certain countries.
You should be standing by and monitoring all activity during your launch day so that if there is a problem, you can respond to it quickly. Make sure that any tech help you have is also on-hand at this crucial time.
Customer Service Issues
The type of problems you're most likely to encounter is of the customer service nature. You're likely to have customer questions, problems, issues, and complaints on the day of the launch.
You and all of your customer service reps should be manning the phone, email, and chats the entire day. Respond quickly and courteously, and offer the best customer service possible. Remember that these early purchasers are likely to talk to others, so your customer service at this stage can make or break your book sales.
Partners and Affiliates
There could be trouble due to partners, affiliates, distributors, and others who are selling for you. They might have questions or issues. It's possible that you may have a rogue affiliate engaging in some unethical practice in the name of your book.
Touch base with all of your sales force first thing on the launch day and maintain contact with them throughout the day. Check in with them to see if they're having any problems. Monitor closely what they're doing and sign up for alerts so that you'll see what's going on across the web.
Remember that you don't have to do everything yourself on your launch day. Delegate responsibilities and stay in touch with everyone throughout the day.
It's rare that even the most successful book launch doesn't experience a snag or two on the day of the launch. This is a critical day that sets the tone for your book's sales from here on out, so make sure you're aware of what's going on and responding quickly when needed.