---
title: "New Product Distribution: Memorize These Scripts Before You Head Out!"
description: "The key to successfully launching a new product is getting it onto store shelves and in front of consumers. This article summarizes common communication techniques and methods used during new product distribution, providing practical scripts for salespeople to address retailer objections and secure orders."
author: "蒋军"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-09-08"
language: "en"
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---

# New Product Distribution: Memorize These Scripts Before You Head Out!

> The key to successfully launching a new product is getting it onto store shelves and in front of consumers. This article summarizes common communication techniques and methods used during new product distribution, providing practical scripts for salespeople to address retailer objections and secure orders.

The key to successfully launching a new product is getting it onto store shelves and in front of consumers. Based on new product distribution experiences, I have summarized the following common communication techniques and methods, hoping to serve as a catalyst for further discussion:

**1**
Store owner: This new product isn't the best among your products, so why should I stock it?
**Distributor:** Boss, not every product is the best in its category, but each tier of product has its corresponding consumer base, and every one of our products can genuinely bring you profit growth. Just like cars: Mercedes-Benz has its buyers, but doesn't Santana also have its buyers? And it's an undeniable fact that far more people drive Santanas than Mercedes.

**2**
Store owner: No consumers have asked for this product, so it definitely won't sell well.
**Distributor:** Boss, while I'm telling you about the success of other stores, consumers have already started buying this product in large quantities at other stores. I'm sure 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, most will have the desire to buy it, and they may also become repeat customers. This brings you not only profit from the product itself but also long-term profits.

**3**
Store owner: I can't stock this product; I don't have shelf space.
**Distributor:** Boss, I don't think that should be a reason not to stock it, because consumers have a demand for this product. Now that Spring Festival is over and the weather is getting warmer, sales of gift box products will inevitably decline. Why not free up some space for this product? It can earn you more operating profit. Since it's your first order, I suggest you start with a small quantity. Would you like one case or two?

**4**
Store owner: I stocked this product before, but it took me a long time to sell out.
**Distributor:** Consumers need time to accept new products. Initially, they were unfamiliar with the product and didn't know its quality. Now consumers are very familiar with it. What used to take a month to sell can now be sold in less than a week. Why not keep a few cases today? Oh, by the way, I brought some promotional posters for this product. Let's decorate your store. When consumers see the posters and you recommend it, it would be surprising if the product didn't sell well.

**5**
Store owner: I already have two of your products; I don't want to add more.
**Distributor:** Since you already have two products, it shows that consumers here have accepted them. You surely know that different types of consumers have different needs, and even the same consumer has different needs at different times. Therefore, we must offer consumers more choices to better meet their needs, and only then can you earn more profit. So I suggest you also stock this product.

**6**
Store owner: I don't want to stock this large-size product.
**Distributor:** Boss, this large-size product is developed for special families, mainly for cooking because some families have many members. I understand that many families in this area go to distant farmers' markets to buy this large size, and some buy in large quantities to reduce trips. If we can provide this product for these families, they won't have to travel so far. This way, your profitability will increase.

**7**
Store owner: This size doesn't sell in my store.
**Distributor:** Boss, I know this size isn't the fastest seller in your store, and it's not fast in other stores either. Although there are few customers, there are always some buyers. If everyone else stops selling it and you are the only one selling it, won't you have more customers? Besides, these customers don't come just for this product; they will likely buy other items as well.

**8**
Store owner: I don't need to stock two or three sizes of every product; I can't compete with big stores.
**Distributor:** Boss, surveys show that when consumers can't find the product they need, 40% delay their purchase, and 60% go to another store. Do you want to let profits slip away? I think having what others have, and also what others don't, is your best choice.

**9**
Store owner: I don't want to stock it now; I'll stock it when someone asks.
**Distributor:** Boss, this not only makes you miss a sales opportunity when someone wants to buy, but also sends your regular customers to the store next door or across the street. Think back to our new brand launches: when we launched ** and **, no one asked for them in advance. Now these brands have contributed significant sales and profits to you. So we have every reason to believe this new brand will achieve the same success.

**10**
Store owner: I don't need all three sizes; I'll start with one size and get the others later if it sells well.
**Distributor:** Boss, our market research shows that 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. If you stock all three, you'll get 100% of the business.
Boss, our research also shows that during product launch, stores that stock all sizes sell several times more than those that don't. If a consumer wants the larger size and you only have the small one, your competitor will have an advantage because they have all sizes.
Boss, let me put these three products together as a case. See which one sells best this week, and next time you can order a full case of that. For the slower sellers, you can order less next time. This reduces risk and increases profit.

**11**
Store owner: Why should I help you launch this product?
**Distributor:** Boss, you're not launching a new product for us. Of course, some manufacturers hope retailers will promote their new products, which means they don't understand the sales potential or don't want to spend more money on promotion. For them, selling to the retailer is the end of their job. But we are constantly running promotions and providing strong advertising support. Consumers will associate the new brand with your store based on ads and promotions. They will be interested in the product features shown in the ads and try it. So you should give them a chance.

**12**
Store owner: Since you are factory-direct, why is your supply price higher than the wholesale market? Are you taking too much commission?
**First type of answer:**
a. Because we offer door-to-door delivery, even on-demand, which inevitably increases our costs.
b. The wholesale market only offers discounts for large quantities, while our delivery has no minimum quantity.
c. (Show the store owner daily visit reports or promotion tracking forms to explain) Our salary is not tied to sales volume, and we don't earn commissions. We are evaluated on the number of stores we distribute to and helping owners build a good in-store image.
**Second type of answer:**
d. Since we are factory-direct, you don't have to worry about buying counterfeit goods that hurt your profits and reputation.
e. Our supply is stable, and regular visits ensure you don't run out of stock. In times of shortage, we prioritize our direct customers.
f. Our hot products are always available at stable prices to meet your needs, unlike the wholesale market where prices fluctuate.
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 sales staff will help you manage shelves, put up posters, and effectively improve your store image, increasing business opportunities.

**13**
Store owner: What if we can't sell them? Will you take them back? What if you don't keep your word?
**Distributor:** Boss, our products are developed after market and consumer research, so there will definitely be buyers. Look, didn't our previous ** products and ** products all become successful? If sales are poor, we can exchange them for you, but you need to notify us within the specified time, and we will exchange them for new-date products for free.

**14**
Store owner: Give us some free stock or credit, or we won't take it.
**Distributor:** Boss, you know our factory never sells on credit. Besides, our new products are developed after thorough research and are truly meant to make money for everyone. With years of business experience, you know new products have the highest profit margins. If you don't believe me, ask Boss Zhang from Guangming Road. Last week, he sold over 100 cases of this product in one week. At a profit of 5 yuan per case, that's over 500 yuan in profit from this single product, more than all his other products combined.

**15**
Store owner: The profit margin on this product is too low; we won't sell it.
**Distributor:** Boss, branded products generally have lower profit margins, but they sell in high volumes, so the profit is made up through volume. Additionally, branded products can drive sales of other items. When consumers come to buy this product, they'll see other products and buy them too, bringing extra profit to your store.

**16**
Store owner: I have no money; I've used up all my money on other products. I can't stock today.
**Distributor:** Boss, a case costs only a few dozen yuan, and it can bring you more than that in profit. Besides, we have stable service. The stores opposite and next door have already stocked it. If a consumer comes to your store for this product and you don't have it, they'll go to the competition, and you'll lose a sale. Our business relies on repeat customers. If a regular customer can't find what they need here, they might become a regular at another store.

**17**
Store owner: Your product looks smaller than **'s?
**Distributor:** Boss, let's weigh them. The two products have the same weight (of course, the weight is the same; it looks smaller because of the thickness). Think about it: which is heavier, *** or starch? The weights are the same, but ours looks smaller, which only means our *** content is higher. Consumers naturally prefer products with higher *** content. Would you like one case or two?

**18**
Store owner: Your product has low *** content and too much starch; it doesn't taste good.
**Distributor:** Boss, we have developed high, medium, and low-end products based on consumer spending levels. High-end products target high-end consumers in urban and rural areas, while low-end products target the mass market. The product you mentioned with low *** content is probably the regular grade. If you want products with high *** content, we have them. The *** and *** have particularly high *** content. How many would you like to order this time?

**19**
Store owner: I can't decide; the money isn't in my hands. The boss lady has the final say.
**Distributor:** Boss, a case doesn't cost much. If necessary, I can advance the payment for you. I don't think a big boss like you would let a small salesman like me advance it. This kind of decision should be yours. Doing business isn't like playing mahjong. If your wife gets upset, I'll treat you to a meal later. How many cases would you like this time?

**20**
Store owner: I'll just take the ** product; I'll order the others next time. Who knows how long this case will last.
**Distributor:** Boss, how about this: I'll leave 30 units of each of the three new products, which makes exactly one case. The price is the same, but your product range is richer. Next time you 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?
**Distributor:** Boss, you get what you pay for. How can different products be compared? Both are cars, but a Mercedes can sell for over a million, while a Santana wouldn't fetch that even if you offered it. Right? Moreover, one yuan per case is only one cent per unit, which doesn't affect your profit. Our product is a brand name and can drive sales of other items, bringing you far more than one yuan in additional profit.

**22**
Store owner: My store is too clean; I don't allow posters.
**Distributor:** Putting up posters promotes the product and your store. When consumers see the poster, they know you have the product and will come to your store. Without the poster, they might think you don't have it and go next door. I'll come by regularly to put up posters and keep the products clean. You can just sit back and count the money!

**23**
Store owner: I'm busy today; can we do it another day?
**Distributor:** I'm sure you wouldn't turn away money even when busy. Let me check what you're short on, and we'll unload quickly. We'll do it the usual way, okay?

**24**
Store owner: This is a pharmacy (jewelry store, stationery store, etc.); we never sell this kind of product.
**Distributor:** Boss, I used to think the same way. But I think if consumers see our product while buying your items, they'll also want to buy some. At the Health Pharmacy in the south of the city, 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.
**Distributor:** Our product is mass-produced industrially, inexpensive, convenient, and improves the chef's efficiency. I believe using our product will only boost your business. With more choices for consumers, your business will surely thrive.

**26**
Store owner: Our boss isn't here; we can't make decisions.
**Distributor:** Why not call the boss? Timely stocking helps your boss make money. Calling him shows you care about his business and are responsible. When he returns, he'll surely reward you.

Of course, relying solely on these scripts doesn't guarantee success in every sales call or new product launch. New product distribution requires persistent effort and coordination with other elements. For example, after achieving a distribution rate of over 60%, run promotions targeting the consumer base in key cities or high-traffic areas. Alternatively, you can do promotional pulls first, then distribution. Combining push and pull strategies will help the new product generate sales quickly.

-END-

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