For book/ebook authors, publishers, & self-publishers
When you're having a book signing take a person with you. I'm a publicist and I tell all of my authors take a scout with you. The scout should first identify the people in the store that are looking for books that are of your genre. This establishes who is in the store and who already reads your genre. Your scout should at that time let that person or persons know that the author (give authors name) author of give title of book is in the store signing his /her latest novel.