Companies want to launch new products, but salespeople are the opposite and fear new products the most. Why? Although new product launches can increase salespeople's sales volume, companies will undoubtedly continue to increase sales targets. Moreover, before the launch, salespeople must use their visit time for market research, terminal and distributor surveys, and follow the instructions of the marketing department's 'lazybones' who never go to market. During the launch, carpet-bombing distribution activities also fall on them; if products don't get distributed or the distribution rate is low, they'll be scolded by leaders; after distribution, they have to worry about secondary turnover, with the company monitoring changes daily; if sales are poor, they have to help the company or distributors handle inventory. In short, for salespeople, nothing about new product launches is good! If it fails, it's even worse! Moreover, salespeople have another fear: if the product price is high, no one recognizes it early on, making it impossible to promote further, and they suffer from all sides! Since new product promotion is said to be difficult, and during the promotion period, the price is indeed higher than competitors or exceeds salespeople's psychological thresholds, what should salespeople do? Case: When Coca-Cola's Qoo series products were launched, their price was 20% higher than competitors, but through good and orderly market operations, they ultimately achieved a prominent market position. Many other companies have also successfully launched products at higher prices than competitors. This is common in any enterprise. In fact, product pricing is now generally based on consumers' acceptance, with fewer products priced according to profit requirements; although competitor-based pricing is also common, many companies set prices slightly higher than competitors (for FMCG products, one to several yuan higher), not necessarily lower. It is a common phenomenon for companies to price products higher than competitors or position them at a high level. As long as salespeople can uncover the supporting points for the high price during visits and communication, and get customers to accept them, high-priced products are not unsellable; on the contrary, they can sell better than competitors and better than expected. Based on real-world verification, when the price is high during new product promotion and cannot be reduced through internal adjustments, salespeople should make efforts in the following aspects: 1. Distribute as widely as possible to create a clustering effect Distribution is the 'final kick' for new product launch, and it's the 'first trick' for any salesperson promoting a new product. A high price only means that there may be difficulty for intermediaries to sell to consumers, but during distribution, intermediaries focus more on the price difference, not just the price. So, even if the product price is high, it's possible to distribute well by leveraging the price difference or other benefits. For the company, although the product price is high, there must be some advantage in the price difference. In this regard, salespeople must clearly see the difference between high price and high price difference, thereby eliminating obstacles to distribution and sales, and quickly achieve product distribution. 2. Develop a visit guide for new product launch If the product price is indeed high and the price difference is not large enough to attract distributors or consumers, meaning that during promotion, both distributors and consumers may have objections, then before salespeople visit, the company should uniformly develop a 'launch visit guide' or 'objection handling guide'. Dig out all the problems that distributors or consumers might raise during the new product launch, as well as the doubts in salespeople's minds, and try to find all the advantages of the new product (even including the company's), use these advantages to address these problems (of course, they must be fully persuasive!), and describe them in colloquial language, forming the main part of a 'new product launch visit guide'. It can be said that during a new product launch, whether the price is truly high or even reasonable, at any distributor or terminal, their first reaction is 'the product is too expensive!' Getting favorable conditions is the instinct of any buyer in a transaction. This 'new product launch visit guide' will clearly distinguish between truly high prices and buyers wanting discounts, which is very helpful for salespeople to resolve these objections. Bringing up the problems first and finding a unified best solution is an important part of new product promotion. 3. Try to find evidence of strong sales power and high price justification New products are often like newborn babies; the newer, the more favored by parents. So, whether it's the company or the salesperson, they must find the supporting points behind the new product, such as brand power, the product's own appeal, the strength of the channel, the strength of the sales team, etc. The newer the product, the easier it should be to find these points. How to find them? It's like the 'several major advantages' of new product sales mentioned in many pharmaceutical companies' investment brochures: strong consulting company full guidance, mysterious secret formulas, huge market and consumption space, close service and guidance, strong brand support, new concepts and new markets, etc. Although the price is high, there are actually many aspects hidden behind it that can make distributors money, and the company also fully understands consumer needs, with important factors that make consumers 'must buy'. In short, although the price is low, the product is 'value for money', and consumers will definitely buy enthusiastically because the company has researched them! Of course, we cannot boast without basis; we should truly explore, such as in the salesperson's own market, there may be other important factors like weak competitors or high consumer spending power, which are all evidence for salespeople to persuade customers during new product promotion. 4. Try to obtain distribution policies (not sales policies), such as free gifts, drink samples, etc. The distribution process is different from the sales process after distribution. The key performance indicator for the distribution process is not sales volume but effective distribution points, with the aim of getting more customers to try the product. So, it's very important to promote one-time purchases by consumers, and it's reasonable to obtain distribution policies to get customers to accept the product quickly. Everyone is familiar with sales policies, but may be confused about the difference between distribution policies and sales policies. Distribution policies are generally one-time and non-continuous; sales policies mainly promote circulation. So, distribution policies are more oriented towards terminals and consumers, such as display rewards and purchase gifts for terminals, and more gifts for consumers. Effective distribution policies can better facilitate product penetration into all corners of the market. 5. Find value-added methods, such as services, convenience, etc. If the product itself is high-priced and consumers are willing to pay more, then the company or salesperson must find ways to add value, such as providing better services, greater convenience, more convenient packaging, faster delivery, and more satisfaction beyond the product price. Of course, salespeople can also provide value-added services to customers through their own efforts during communication, filling the gap in price complaints with satisfaction beyond price. A high price for a new product does not necessarily mean it's hard to sell, nor does it necessarily mean it cannot succeed. During new product promotion, discovering more advantages and providing more value-added content are the main ways to solve the problem of high prices. -END- Content Selection Reply with the following keywords to query and read related articles: Sales Supervisor, Second-tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Stagnation, Terminal Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Trade Promotion, Sales Misconceptions, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing Deals, Market Visit Inspection, Baijiu, Beer, Sales Increase, Agency Products, Channel Crossing, KA, Terminal Merchandising, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, Sales Novice, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Attraction, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Stock Pressure, Festivals, Distributor Cost Control, Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Debriefing, Debriefing Report.