You are more likely to sell more books if it’s won an award. There are many book awards programs so do your due diligence before you submit. Some charge a fee to cover administrative costs. I’ve seen some charge as little as $19 and others $300. The cost alone should not be the determining factor in whether you submit your book or not. I know one award program that charges more than others, but the feedback and quality of the judging is excellent.
Do your research and see what the requirements are to submit. It doesn’t make any sense to submit your book to an awards program that is just for tech books if your book is a self-help book.
Here are a few book awards programs I’m familiar with. Some of my clients have submitted to these, and even won awards.