---
title: "How Can Distributors Effectively Launch New Products and Make a Splash?"
description: "In a narrow sense, new product sales are essentially the process of unblocking the distribution chain, and how to effectively unblock this chain is the key to a successful new product launch. This article provides distributors with strategies for effectively launching new products by focusing on three key points: distributors' willingness to promote, retailers' willingness to sell, and consumers' willingness to buy."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2015-12-31"
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# How Can Distributors Effectively Launch New Products and Make a Splash?

> In a narrow sense, new product sales are essentially the process of unblocking the distribution chain, and how to effectively unblock this chain is the key to a successful new product launch. This article provides distributors with strategies for effectively launching new products by focusing on three key points: distributors' willingness to promote, retailers' willingness to sell, and consumers' willingness to buy.

In a narrow sense, new product sales are essentially the process of unblocking the distribution chain, and how to effectively unblock this chain is the key to a successful new product launch. Therefore, this article will focus on how to unblock the distribution chain and provide distributors with strategies for effectively launching new products.

**Key Point 1: Distributors Are Willing to Promote**
As a critical link in new product promotion, distributors' promotional concepts and marketing actions significantly impact the success of a new product launch. Distributors must fully recognize the value and role of new products in their growth and development. New products not only have strong profitability but are also the best choice for optimizing product portfolios and enhancing operational safety, and they are essential for the survival and development of distributors. Therefore, **distributors must remove obstacles to new product operations, stimulate new product sales potential, and make every effort to ensure the success of new product promotion.**

1. Remove Obstacles to New Product Operations
**Conceptual Obstacles:** Most distributors approach new products with a trial sales attitude, giving insufficient attention and investment, resulting in ineffective promotional measures and difficulty in opening up sales channels. When this mindset dominates distributors' market operations, new product sales are often not optimistic. Therefore, distributors should either not choose new products or, once chosen, fully promote them. Only when distributors have this determination and mindset can new products succeed. When new product promotion fails, the biggest loss is borne by the distributor. Because poor new product movement not only damages terminal store profits but also erodes the trust of terminal stores. Additionally, poor new product movement dampens sales staff morale and reduces team cohesion and pioneering spirit.

2. Market Risk Obstacles
**Distributors face two major risk concerns: first, whether the product can open up sales channels; second, whether market investment can be recovered.** To address these risks, first, conduct thorough product and market analysis during the selection process to reduce market risk. All business activities carry a certain degree of risk, and the risk is proportional to the return. The key is for distributors to enhance their risk analysis and judgment capabilities and use systematic methods to reduce market risks in product selection.

3. Marketing Method Obstacles
New products require new methods to sell. Many distributors have years of experience and believe they have accumulated rich marketing experience, and they adopt various marketing strategies. Therefore, in promoting new products, distributors should not be limited to existing marketing experience but should objectively analyze and explore suitable sales models for new products.

4. Internal Marketing Obstacles
Distributors' sales staff not paying attention to new product promotion is the most fundamental marketing obstacle. Through research on many new product launches, we found that many new products do not die in the market but in the hands of distributors' sales staff. Sales staff's resistance to new products and lack of effort are the biggest obstacles to successful new product promotion, which distributors must take seriously.

5. Stimulate New Product Sales Potential
For new product launch, first, elevate it to the strategic level of distributor operations. All internal departments should treat promoting new products as the core task, and all company personnel should recognize that if the company fails to promote new products, it will inevitably be eliminated by the market. Second, increase sales staff motivation. Salespeople are accustomed to selling mature products that are easy to sell because they are the simplest to sell, while new products require a selling process, where salespeople need to introduce the product, marketing plan, profit margins, etc., to terminal store owners. Therefore, special rewards must be set for new product launches to ensure sales staff motivation, such as high commissions and incentives for new products. Finally, distributors must ensure appropriate resource allocation, especially terminal resources, such as advertising and display fees at terminals, and accounting, warehousing, and other departments should treat new product launch as a core task, because only distributors who can promote new products can ultimately gain profits.

**Key Point 2: Terminal Stores Are Willing to Sell**
To achieve good sales results at terminal stores, distributors must implement two major strategies: terminal store development strategy and terminal store willingness to sell strategy.

**1. Terminal Store Development Strategy**
**First, identify terminal stores that can sell new products.** Not all terminal stores are suitable for selling new products. Distributors should analyze product attributes and target consumer groups to determine which channels are best for the product and identify terminal stores that can sell new products. This is the first and most critical step to ensure a successful new product launch.

**Second, classify terminal outlets based on surveys and expected product sales volume.** That is, classify the terminal stores under your control according to certain standards to distinguish the quality of terminal outlets. Generally, evaluation can be based on outlet sales scale, location, inventory levels, and product batch dates.

**Finally, grasp the pace of new product terminal development.** In the early stage of new product promotion, concentrate resources to develop the highest-quality first-tier terminal stores as much as possible in the shortest time; then focus on developing second-tier stores to maximize terminal numbers and create a strong terminal atmosphere; after the market sales atmosphere improves, distributors can develop third- and fourth-tier outlets as channel supplements. During development, distributors must establish the awareness that terminal store quality is more important than quantity. If only the distribution rate is pursued unilaterally during new product promotion, the new product is doomed.

**2. Terminal Store Willingness to Sell Strategy**
Profit, pressure, and relationships are the three core factors affecting terminal store owners' sales. **First, let terminal store owners benefit, which requires distributors to control retail prices, ensure profit margins,** formulate reasonable and effective product movement plans, ensure product sales turnover, and adjust channel promotion plans in a timely manner, design reward plans that small store owners are willing to accept, and enhance terminal owners' sales enthusiasm.

**Second, increase sales pressure on terminal store owners. As the saying goes, pressure creates motivation.** For distributors, this is essentially a process of squeezing warehouse space and occupying funds. The key to stocking pressure is to improve the work ability of distributors' sales staff. Sales staff should establish a stocking pressure awareness, as sales performance comes from stocking pressure, and learn to use stocking pressure to choke competitors. Sales personnel should also have a certain momentum, dare to use promotional policies for reasonable stocking pressure, but must adopt reasonable and appropriate methods, such as scenario description, using cumulative sales data to persuade terminal stores to stock up.

**Finally, enhance relationships with terminal store owners. The core of relationship building is service work.** Distributors must conduct regular visits to terminal stores because relationships are built through continuous face-to-face communication. Distributors should provide terminal stores with appropriate and thorough services, such as product returns and exchanges, timely product delivery, and training for terminal owners on sales skills.

**Key Point 3: Let Customers Be Willing to Buy**
**First, let customers feel value for money during purchase.** The completion of consumer purchase behavior requires product quality support, and consumers must feel that the product is worth the price. This requires grasping consumers' purchasing psychology, which is "not buying cheap products, but buying products that offer a bargain." Therefore, timely and flexible consumer promotion activities will increase customers' purchase desire, such as buy two get one free, second item half price, etc.

**Second, do a good job in terminal display.** To do well in terminal display, adhere to four core principles: the best display position, placed where consumers can see and reach it most easily; maximize product display, with shelves and stacks full; highlight new product placement, with the most profitable products in the most prominent position; and the best display image, with products placed together and full use of promotional materials.

**Third, create a good point-of-sale atmosphere.** The so-called point-of-sale atmosphere refers to making consumers notice new products, feel the sales heat of new products, and even be infected by the strong sales atmosphere, actively paying attention to the product. To achieve a good point-of-sale atmosphere, first, fully utilize materials such as outdoor display boards, posters, banners, display boxes, indoor display boards, triangular price tags, explosive tags, and shopping bags; in addition, implement classified execution of terminal store atmosphere creation. Among them, stores with monthly sales of 1,000 yuan are standard stores, with display requirements of top three positions and use of new product promotional materials; stores with monthly sales of at least 3,000 yuan are image stores, with display requirements of first position, new product store signs and promotional materials; stores with monthly sales of at least 4,500 yuan are flagship stores, where new product displays must occupy a strong position, and new products should be placed in good locations, preferably in high-traffic areas, with store signs, outdoor, and indoor display boards simultaneously, and display packaging such as pillar wraps, stack boxes, and TG end caps.

**Fourth, recommend through sales assistants.** In supermarket-type terminal stores, in-store sales assistants are the core factor in product recommendation. Sales assistants can be full-time visible promoters or in-store staff doing covert promotion. At this time, strengthening the training and management of sales assistants and improving their promotional efficiency is particularly important for product movement. First, training for sales assistants mainly includes promotional knowledge training and skill training. Enterprise knowledge, product knowledge, and marketing knowledge are the foundation for promotional activities, while behavioral skills, communication skills, and closing skills are essential for successful promotional activities. When promoters master certain promotional knowledge and skills, distributors should formulate comprehensive incentive measures, increase profit stimulation for new products, and set covert promotion commissions above 5 yuan.

**Fifth, carry out promotional activities.** The so-called promotional activities refer to an auxiliary sales model for product sales, which is conducive to the rapid breakthrough of new products. Promotional activities must be executed according to requirements to maximize their effect. Promotional activities have three key points: publicity, through the creation of on-site atmosphere to make customers have a certain understanding of new products; tasting sales, for food new products, tasting is the most effective movement method, letting customers personally experience; and promotional function, through on-site promotional sales, allowing customers to experience the psychology of getting a bargain, achieving sales.

**Sixth, improve product freshness.** Consumers are very sensitive to the batch date of food products, which is an important factor affecting purchase. When a product exceeds half of its shelf life, consumers are no longer willing to buy, and an old-date product displayed at the terminal will affect the sales of 5 to 10 new-date products. Therefore, distributors must promptly handle the recall of old-date terminal products and always remember that the fresher the product, the better the sales. Product freshness is the foundation of distributors' profitability. If distributors do not adjust products with longer dates in a timely manner, the market loss will be greater, and product freshness superior to competitors is the fundamental means to increase terminal store relationships.

**How to improve product freshness?**
**First,** strictly implement the dynamic stock transfer process, strengthen sales staff's hands-on ability, transfer products from slow-selling outlets to fast-selling outlets, and accelerate product circulation;

**Second,** in terminals with sales assistants, adjust reward measures to motivate sales assistants to sell products with longer dates, such as increasing partial commissions for sales assistants to accelerate the digestion of old-date products; third, continuously carry out promotional activities to digest old-date products, such as increasing bundle sales in B-class store supermarkets.

**Finally,** digest long-date products through special channels, such as gift box packaging during Dragon Boat Festival, Mid-Autumn Festival, and Spring Festival.

**Three Key Points for Successful New Product Launch**
Including: self-movement, distributors are willing to promote; terminal movement, terminal stores are willing to sell; customer movement, consumers are willing to buy.

Doing these three key points well can effectively unblock the chain, establish a highway for product circulation, and thus achieve a successful new product launch.

**-END-**

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