Product discontinuation letter templates
Eight product discontinuation letters for manufacturers and distributors: first notice, last-buy offer, replacement product, reminder and a close-out message.
By the PromptLab team29 October 20264 min read
Discontinuing a product is routine for you and a problem for your buyers. They have it in a recipe, a process or a standing order, and changing it can mean testing, approvals and paperwork. The way you announce it decides whether they move to your replacement or to a competitor.
These templates take the buyer from first notice to the last shipment. Give plenty of notice, say clearly what happens to open orders and offer a next step. If the change comes with new prices, see our price increase letter templates.
Give the first notice
Subject: Notice: [Product] will be discontinued on [Date]
Dear [First name], We are writing to let you know that [Product, code] will be discontinued. The last date for orders is [Date], and the last shipment will leave us on [Date]. The reason is [Short, honest reason, for example the raw material is no longer available]. We know this affects you, so we want to help you plan. Over the next few weeks I'll contact you about options. If you have a question now, call me on [Phone]. [Your name]
Send it as early as you can. Put the dates first and the reason second.
Subject: [Product] is being discontinued
Hi [First name], A quick note: we are discontinuing [Product, code]. Orders will be accepted until [Date]. If you still need it, tell me how much you expect to use and I'll see how we can supply it. I can also suggest a replacement. [Your name]
Use it for accounts that buy small amounts. Keep it simple and personal.
Offer a last buy and a replacement
Subject: Last-buy opportunity for [Product]
Hi [First name], Before [Product] is discontinued, we are offering a last buy until [Date]. Based on your orders over the past year, [Quantity] would cover about [Number] months. I can reserve that quantity and ship it in [Number] parts if you'd like. Please tell me by [Date] so I can hold the stock. [Your name]
Use it when stock remains. Base the quantity on the buyer's real order history.
Subject: Replacing [Product]: our recommendation
Hi [First name], We recommend [Replacement product] in place of [Product]. It has the same [Key property], and differs in [Difference, for example slightly higher viscosity]. I'd like to send a sample for your trial. Shall I ship it to [Address]? If your process needs approval, I can also send the data sheet today. [Your name]
Use it together with the first notice, or right after it. State the differences honestly.
Subject: Setting up a trial of [Replacement product]
Hi [First name], To make the change easier, I can arrange a joint trial of [Replacement product] on your line, with our technical team in a call on [Date]. If you'd like that, tell me what you need to see to approve it. We'll prepare the results in the format you use. [Your name]
Use it for technical buyers who need a formal approval.
Remind and close out
Subject: Reminder: last orders for [Product] close on [Date]
Hi [First name], A reminder that we accept orders for [Product] until [Date]. We haven't yet received an order or a decision from you, and I don't want you to be caught short. Do you want me to reserve a last-buy quantity, or shall we move you to [Replacement product]? [Your name]
Send it two to three weeks before the deadline.
Subject: Your open orders for [Product]
Hi [First name], You have [Number] open orders for [Product]. We'll deliver [Orders that will ship] as planned. For [Orders that cannot ship], I suggest we change them to [Replacement product] on the same dates. Please confirm and I'll update them. [Your name]
Use it when a buyer has standing or scheduled orders.
Subject: [Product] has now been discontinued
Hi [First name], Your final shipment of [Product] went out on [Date]. From now on [Replacement product] is the item to order. Thank you for your business with this product. If I can help with anything on the replacement, I'm here. [Your name]
Use it once the product is gone, so no one orders it by mistake.
How to personalise them
- Use the order history. "You bought about [Quantity] a quarter" is more useful than a generic last-buy offer.
- Put the dates in bold in the first paragraph. It's the information they act on.
- Don't oversell the replacement. If it differs, say how, and offer a sample.
- Write regulatory or safety wording yourself or with your compliance team. These templates are for the sales message only.
Send them from your CRM
Before you write, find the accounts that buy the product. In PromptLab, each sales order sits on its account with its products, so a report on order lines filtered to the product and grouped by account shows who to contact. Add a task with the last-order date for each account, and send the letters from your connected mailbox so the replies are captured on the account. See the products reference and the reports and dashboards reference.
Frequently asked questions
How much notice should I give when discontinuing a product?
As much as you can. Buyers who need testing or approval for a replacement need months, not weeks, so check your contracts and give a date they can plan around.
Should I always offer a replacement?
If you have one that fits, yes. If you don't, say so and help the buyer plan, for instance with a last-buy quantity.
Should the letter come from sales or from management?
Send it from the rep who owns the account, using wording your management has approved. A named person is easier to answer than a company notice.
What do I do with open orders for the discontinued product?
List them per buyer, say which will ship and which will change, and ask for written confirmation of any changes.