Insert up to 10 missing products into a related product discounts table
This might do what you want:

SELECT 'INSERT INTO products_discounts (product_id, discount_amount, discount_description)
VALUES (''' + CONVERT(varchar(30), p.product_id) + ''', 10, ''Top 10 Product'')
'
FROM products AS p
LEFT OUTER JOIN products_discounts AS pd
    ON p.product_id = pd.product_Id
WHERE p.top_ten = 1
    AND pd.product_id IS NULL;


It generates statements for all top-10 products that don't have a product discount.  No need to do this in Excel.  Just copy-and-paste the results into a new query window in SSMS and run it.  Having said that, you'll likely want to automate this procedure, which could be accomplished using either a cursor like this:

DECLARE @cmd nvarchar(max);
DECLARE cur CURSOR LOCAL FORWARD_ONLY STATIC
FOR
SELECT 'INSERT INTO products_discounts (product_id, discount_amount, discount_description)
VALUES (''' + CONVERT(varchar(30), p.product_id) + ''', 10, ''Top 10 Product'')
'
FROM products AS p
LEFT OUTER JOIN products_discounts AS pd
    ON p.product_id = pd.product_Id
WHERE p.top_ten = 1
    AND pd.product_id IS NULL;

OPEN cur;
FETCH NEXT FROM cur INTO @cmd;
WHILE @@FETCH_STATUS = 0
BEGIN
    EXEC sys.sp_executesql @cmd;
    FETCH NEXT FROM cur INTO @cmd;
END
CLOSE cur;
DEALLOCATE cur;


Or in a set-based approach, like this:

DECLARE @cmd nvarchar(max);
SELECT @cmd = CASE WHEN @cmd IS NULL THEN N'' ELSE @cmd END 
    + N'INSERT INTO products_discounts (product_id, discount_amount, discount_description)
VALUES (''' + CONVERT(varchar(30), p.product_id) + ''', 10, ''Top 10 Product'')
'
FROM products AS p
LEFT OUTER JOIN products_discounts AS pd
    ON p.product_id = pd.product_Id
WHERE p.top_ten = 1
    AND pd.product_id IS NULL;

EXEC sys.sp_executesql @cmd;