The reality of the book business is that sometimes you go to book events and end up selling zero books. I had two events this weekend, and I hit a sales drought. However, I would never call those events “wasted” time.

There is much to be gained from every event you attend, whether you sell any books or not. Not least is your expanded geographical knowledge. I am not an explorer. I do not like going where I have never gone before. But because of these events, I know places now that I never would have gone to otherwise.

Marketing knowledge is another reason to go. I learn a lot from watching other authors. I get ideas for display, for giveaways, for ways to entice people to your table. I also listen to other authors. How do they pitch themselves and their books? How do they hook the customers?

Networking happens at events, too, unless you don’t talk to anyone. This weekend I met cover artists, illustrators, librarians, and people creating a podcast. I found out about another event I can attend, and a podcast that specializes in interviewing authors. You never know who you will meet, or how they will eventually impact your career.

The final reason I like events, even when I don’t sell, is because of the camaraderie. There’s something special about being in the sales trenches together. Spending time with other writers, sharing war stories or marketing advice or craft tips, is invigorating. Being surrounded by people who “get” writing is comforting, relaxing, and uplifting.

Book events are what you make of them. If sales are your end all and be all, you are missing out on the myriad other benefits of spending time with other authors. We’re all on the journey together—let’s enjoy the company.