Use IGNORE_DUP_KEY = OFF
during primary key definition to ignore the duplicates while insert.
for example
create table X( col1.....)
CONSTRAINT [pk_X] PRIMARY KEY CLUSTERED
(
)WITH (PAD_INDEX = OFF, STATISTICS_NORECOMPUTE = OFF, IGNORE_DUP_KEY = OFF, ALLOW_ROW_LOCKS = ON, ALLOW_PAGE_LOCKS = ON, FILLFACTOR = 70) ON [PRIMARY]
) ON [PRIMARY]