List the "chain" stores that carry your software in your
opening screen.  This will let people that do not own your
software know where they can purchase their own copy.
Most retail software stores will not accecpt a software
package if the cover was not printed with a four color printer.
If your product wins any awards, incorporate them into
the cover of your package.  If your cover has already been printed,
have stickers make up. Include any endoresments from magazines.
Don't harp on the quality of your software after a
potential Dealer has seen it. Instead, concentrate on the the market
and the profit side of your software package.