Use traditional distribution channels. Marketing through your current distributors, or a new distributor who is used to selling niche books to larger establishments (from Wal-Mart to Sam's Club), can help you get special market book sales, as these establishments will place your book in areas where your target audience might see it. Similarly, certain distributors work with markets such as schools and the military, whose established relationships can help you reach your book's audiences.
Market to organizations. Consider the target audience for your book and market to groups and organizations that focus on similar topics. For example, gardening clubs may embrace a book on organic fertilizers, while Montessori school organizations may appreciate literature on non-traditional teaching methods. This strategy has numerous advantages, in that you can negotiate your own terms directly with the purchaser; returns are unlikely, and payment is usually prompt.
Use niche marketing. Expand on step two by approaching establishments in related fields. If your book is on gardening, to use the previous example, you could work on selling it to florists and landscape designers in your area. The downside of this tactic is that you might have to work hard for very few sales; however, if people are happy with the product, the word-of-mouth sales generated may pay off in the end.
Explore Internet channels. The Internet is welcoming to many different niche topics; if you have an author who has written a book about a particular topic, chances are that there is a larger community waiting to embrace it. Contact forum moderators, blog hosts, and others; getting experts and people who are passionate about the topic to review the book can also help generate buzz and sales.