Introduction: When we salespeople are doing terminal distribution or taking orders, we often find that store owners only want the few hot-selling items. Every time we recommend new products or profitable but lower-volume items, we face all kinds of rejections! Excuses like no shelf space, no money, or it won't sell well. But a good salesperson should be promoting new products or profitable items, as this directly impacts the company's economic benefits. As everyone knows, best-selling products are sold not only by our own salespeople but also by secondary distributors, so profits are already thin. Distributors probably make little money no matter how much they sell! How to get new products to terminals and meet consumers is key to successful new product launch. Based on new product promotion experience, common communication skills and methods are summarized below, hoping to serve as a catalyst:

  1. Store owner: "This new product isn't the best in your line, so why should I stock it?" Salesperson: "Boss, not every product is the best in its category, but each tier has its target consumers, and each of our products can genuinely increase your profits. Just like cars: some people ride in Mercedes, but don't people still ride in Santanas? And it's undeniable that more people ride in Santanas than Mercedes."
  2. Store owner: "No consumers have asked for this product, so it won't sell well." Salesperson: "Boss, while I'm telling you about other stores' success, consumers are already buying this product in large quantities elsewhere. You know that impulse buying influences consumer decisions. If consumers have seen ads for this product on TV or other media, and then find it in your store, they'll likely want to buy it, and they may become repeat customers. That brings you not just profit from this product but long-term profit."
  3. Store owner: "I can't stock this product; I have no shelf space." Salesperson: "Boss, I don't think that's a valid reason not to stock it, because consumers have a demand for this product. Now that Spring Festival is over and it's getting hotter, gift box products will sell less. Why not free up a spot for this product? It can earn you more profit. Since it's your first order, I suggest you start with a small quantity. One case or two?"
  4. Store owner: "I stocked this before, but it took me a long time to sell." Salesperson: "Consumers need time to accept new products. Initially, they were unfamiliar with the product's quality, but now they know it well. What used to take a month to sell can now sell in less than a week. Why not keep a few cases today? Oh, I also brought promotional posters for this product. Let's decorate your store. When consumers see the poster and you recommend it, it would be surprising if it didn't sell well."
  5. Store owner: "I already have two of your products; I don't want any more." Salesperson: "Since you have two, it shows consumers here have accepted them. You know that different consumers have different needs, and even the same consumer's needs change over time. So we need to offer more choices to satisfy them, and that way you make more profit. So I suggest you stock this one too."
  6. Store owner: "I don't want this large size." Salesperson: "Boss, this large size is developed for special families, especially those with many members who use it for cooking. I understand many families go to distant farmers' markets to buy this large size, and some buy in bulk to reduce trips. If we can provide this product for them, they won't have to travel far. That way, your profitability increases."
  7. Store owner: "This size doesn't sell in my store." Salesperson: "Boss, I know this size isn't the fastest seller here, nor in other stores. But even if there are few customers, some still buy it. If everyone stops selling it and you're the only one, won't you have more customers? Besides, these customers don't come just for this product; they'll likely buy other items too."
  8. Store owner: "I don't need to stock two or three sizes of every product; I can't compete with big stores." Salesperson: "Boss, surveys show that when consumers can't find what they need, 40% delay purchase and 60% go to another store. Do you want to let profits slip away? Having what others have, and also what they don't, is your best choice."
  9. Store owner: "I don't want to stock now; I'll wait until someone asks." Salesperson: "Boss, that way you'll miss a sales opportunity and also send your regular customers to the store next door or across the street. Think back to our new brand launches: when we introduced ** and **, no one asked for them beforehand. Now they contribute significant sales and profits. So we have every reason to believe this new brand will succeed similarly."
  10. Store owner: "I don't need all three sizes; I'll start with one and get the others later if it sells well." Salesperson: "Boss, our market research shows the sales ratio for the three sizes is 30%, 50%, and 20%. If you only stock one size, you'll only get 30% of the business. But if you stock all three, you'll get 100%. Boss, our research also shows that during product launch, stores with all sizes sell several times more than those without. If a consumer wants the larger size and you only have the small one, your competitor with all sizes will have an advantage. Boss, let me make a mixed case of these three products. See which sells best this week, then order a full case next time. For slower sellers, order less. That reduces risk and increases profit."
  11. Store owner: "Why should I help you launch this product?" Salesperson: "Boss, you're not launching it for us. Some manufacturers rely on retailers to promote new products, which means they don't understand its sales potential or don't want to spend on promotion. For them, selling to retailers is the end. But we're running various promotions and strong ad support. Consumers will associate your store with the new brand through ads and promos, and they'll be curious to try it. So you should give it a chance."
  12. Store owner: "Since you're factory-direct, why is your supply price higher than wholesale market? Are you taking too much commission?" First set of answers: a. We offer door-to-door delivery, even anytime and any quantity, which inevitably increases our costs. b. Wholesale markets only give discounts for large quantities, but our delivery has no minimum. c. Show the store owner our daily visit reports or promotion tracking sheets to prove our salary isn't tied to sales volume, and we don't earn commission. Our pay depends on the number of stores we distribute to and helping store owners improve their store image. Second set of answers: d. Since we're factory-direct, you don't have to worry about counterfeit goods that hurt your profits and reputation. e. Our supply is stable, and with regular visits, you won't run out of stock. During shortages, we prioritize our direct customers. f. Our hot products are always available at stable prices to meet your needs, unlike the volatile wholesale market. g. Even if you need just one or two cases, we deliver immediately, so you don't tie up capital and improve cash flow. h. Our salespeople will help you manage shelves and put up posters, effectively improving your store image and increasing business opportunities."
  13. Store owner: "What if we can't sell it? Will you take returns? What if you don't keep your word?" Salesperson: "Boss, our products are developed after market and consumer research, so there will be buyers. Look, our previous ** and ** products all became successful. Even if sales are slow here, we can exchange them. Just notify us within the specified time, and we'll replace them with fresh-dated products for free."
  14. Store owner: "Give us some free stock or credit, or we won't take it." Salesperson: "Boss, you know our company never sells on credit. Besides, our new products are developed after thorough research, and they're meant to make money for you. With your experience, you know new products have the highest margins. Ask Boss Zhang from Guangming Road: last week he sold over 100 cases of this product. At 5 yuan profit per case, that's over 500 yuan from this one product alone, more than all his other products combined."
  15. Store owner: "This product's profit is too low; we won't sell it." Salesperson: "Boss, brand-name products usually have lower margins but higher volume, so volume compensates. Also, these brands can attract customers who might buy other items, bringing extra profit to your store."
  16. Store owner: "No money; we've used up our budget on other products. No orders today." Salesperson: "Boss, a case costs only a few dozen yuan, and it can bring you more than that in profit. Plus, we offer stable service. Your neighbors across and next door have already ordered. If a consumer comes to you for this product and you don't have it, they'll go to them, and you lose a sale. Our business relies on repeat customers; if they can't find what they need, they might become someone else's regulars."
  17. Store owner: "Your product looks smaller than **'s." Salesperson: "Boss, let's weigh them. They're the same weight (of course, they are; the size difference is due to thickness). Think: which is heavier, *** or starch? Same weight, but ours looks smaller, which means it has more ***. Consumers prefer products with higher *** content. So, one case or two?"
  18. Store owner: "Your product has low *** and too much starch; it doesn't taste good." Salesperson: "Boss, we've developed high, medium, and low-end products to match consumer spending levels. High-end targets urban premium consumers; low-end targets mass market. The low-*** product you mentioned is probably the standard grade. If you want high-*** products, we have them: *** and *** have especially high *** content. How many cases this time?"
  19. Store owner: "I can't decide; the money isn't in my hands. The boss lady has the final say." Salesperson: "Boss, a case isn't worth much. If needed, I can advance the payment for you? But I doubt a big boss like you would let a small salesperson like me do that. This is your decision. Business isn't like mahjong; if your wife gets upset, I'll treat you to a meal later. So, how many cases this time?"
  20. Store owner: "I'll just take the ** product; I'll get the others next time. Who knows when this case will sell out." Salesperson: "Boss, how about this: I'll leave 30 units of each of the three new products, making exactly one case. Same price, but you'll have a richer assortment. Next order, you can order a full case of the best seller and less of the slow movers. That way, you have no risk."
  21. Store owner: "Why is your product one yuan more expensive than ***'s?" Salesperson: "Boss, you get what you pay for. How can different products be compared? Both are cars, but a Mercedes can sell for millions, while a Santana at a million wouldn't sell. Right? Besides, one yuan per case is only a cent per unit, which doesn't affect your profit. Our product is a brand name that can attract customers, bringing you more than one yuan in extra profit."
  22. Store owner: "My store is clean; I don't allow posters." Salesperson: "Posters promote the product and your store. When consumers see the poster, they know you carry the product and will come in. Without it, they might think you don't have it and go next door. I'll take responsibility for putting up posters and keeping the product clean every time I visit. You just wait to collect the money!"
  23. Store owner: "I'm busy today; let's do it another day." Salesperson: "I'm sure you wouldn't turn away money. Let me check what you're short on, and we'll unload quickly. Same as usual, okay?"
  24. Store owner: "This is a pharmacy (jewelry store, stationery store, etc.); we never sell such products." Salesperson: "Boss, I used to think the same. But if consumers see our product while shopping here, they'll likely want to buy some. At the Health Pharmacy in the south, after stocking our ** product, they now sell dozens of cases every week."
  25. Store owner: "My chef can make these products; we don't need your ready-made ones." Salesperson: "Our product is mass-produced industrially, low-priced, convenient, and improves chef efficiency. I believe using our product will only boost your business. With more choices for consumers, your business will thrive."
  26. Store owner: "Our boss isn't here; we can't decide." Salesperson: "Why not call the boss? Ordering promptly helps your boss make money. Calling shows you care about the business and are responsible. Your boss will surely reward you when they return." Of course, relying solely on these scripts doesn't guarantee success in every sale or new product launch. New product promotion requires persistent effort and coordination with other elements. For example, after achieving over 60% distribution, run promotions targeting key consumer groups in major cities or high-traffic areas. Or do promotional pulls first, then distribution. Combining push and pull helps new products sell quickly. About the author: Zou Wenwu; Executive Director of the Brand Management Professional Committee of the China Marketing Association; Founder of Beijing Shengxiong Brand Marketing Planning Agency; Creator of Fenjiu Chinese Liquor Soul. -END-