---
title: "2017 | 6 Thoughts on FMCG B2B Field Promotion Operations"
description: "This article outlines six key considerations for FMCG B2B field promotion operations, including defining small B-end customers, structuring top-selling products, building a field team, handling customer objections, managing customer acquisition costs, and choosing customer acquisition methods. It emphasizes the importance of changing store owners' purchasing habits through deep engagement and coordinated front-end and back-end efforts."
author: "任我行"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2017-01-24"
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# 2017 | 6 Thoughts on FMCG B2B Field Promotion Operations

> This article outlines six key considerations for FMCG B2B field promotion operations, including defining small B-end customers, structuring top-selling products, building a field team, handling customer objections, managing customer acquisition costs, and choosing customer acquisition methods. It emphasizes the importance of changing store owners' purchasing habits through deep engagement and coordinated front-end and back-end efforts.

1
> **Define your small B-end customers clearly**
1. From the perspective of terminal business types and channel scenarios, there are tobacco and liquor stores, convenience stores, snack specialty stores, fruit stores, nut stores, mobile phone stores, restaurants, etc.;
2. Master the product mix and SKU quantities under different terminal business types and channel scenarios;
3. Research what types of product mixes target small B-end customers need by obtaining the SKU structures of other competitors;
4. Set up category supply chain management managers for different business types to conduct category and supply chain management research, and work with the IT department to generate recommended lists based on backend big data of store order types, rolling them out;
5. Establish a design department and a franchise management department: study brand names, brand images, target customers, shelf methods, cash register systems, product mixes, etc., under different terminal business types and channel scenarios in the market, and provide local market strategies to conceive solutions for retail store upgrades;
6. Conduct a census of target distribution outlets, standardizing all target outlets onto electronic maps and electronic customer information lists using software;
7. Based on the target outlet census data, assign tasks to platform promotion representatives, allocating 10-15 stores per person per day;
8. Determine the expansion stages and goals: Stage 1, focus on building trust and obtaining customer registrations; duration is 30 days, requiring all customers in the area to be registered within 30 days; the assessment indicator is the new customer registration rate; Stage 2, focus on completing experience orders for TOP20 products or initial orders; assessment indicators are conversion rate and first order amount; Stage 3, focus on customer relationship maintenance and incentivizing repeat purchases; assessment indicators include average order value, activity level, VIP customer ratio, and monthly transaction volume;
9. B2B field promotion personnel operating procedures: area planning—registration/introduction—conversion/repeat purchase
2
> **Define your best-selling or TOP200 product structure**
1. The TOP200 products vary across different channel types, terminal business types, and channel scenarios;
2. Start with the most advantageous category product mix on your platform; the platform's product operations director must be very familiar with the supply chain of this category, such as leisure food, alcohol, frozen food, or FMCG; if there is no such person in the team, you must directly recruit from various channels;
3. Repeatedly confirm with suppliers the TOP products that can generate the most volume, determine the price, special offers, free gifts, and bundle promotions, display them on the platform, and directly create DM posters to deliver to each store;
4. Establish customer WeChat groups to push products;
5. Push products through platform promotion information displays;
6. Push products through monthly new product and promotional product manuals;
7. Establish a market research or price comparison system for circulating products, requiring procurement staff to shift from traditional desk-bound purchasing to proactive buyer purchasing; require buyers to make 5 factory friends, 5 first-tier agent friends, 5 retail store friends, and 5 wholesale market friends, maintaining high sensitivity and vigilance to market fluctuations;
8. Upgrade the product mix, and recruit and improve based on the SKU quantities required by the main terminal business types and channel scenarios you serve;
3
> **Recruit and build a field promotion team**
1. Recruitment sources: It is recommended to focus on newcomers; existing experienced FMCG sales personnel are basically old hands, and the biggest obstacle for old hands is cognitive barriers;
2. Team formation: 7 people form a group, 15 people form a director; 45 or more form a manager;
3. Monthly performance is recommended to measure 7 indicators: number of registered customers—first order amount/quantity—number of active customers—number of VIP customers—monthly transaction volume GMV—average order value;
4
> **Main design points for customer objections**
- Reduce procurement costs
- Increase store profits
- Increase store traffic
- Improve traffic conversion rates
5
> **About customer acquisition costs**
1. Flexibly use supplier-provided product promotion resources; if used well, customer acquisition costs can be very low; if possible, strive for strategic cooperation with manufacturers that have deep distribution systems, which is the best strategy;
2. Company subsidies during the first three months of market expansion: remember not to subsidize long-term, and not to subsidize without principles;
3. Sales personnel salaries and bonuses are an unavoidable cost.
4. Sales support materials: company introduction brochures, product posters, business cards, small gifts, etc.
6
> **About customer acquisition methods for FMCG B2B platforms**
1. The ground promotion method described in this article is commonly known as hard-pushing stores;
2. Chain franchise method, commonly known as rebranding stores;
3. Burning money subsidies: This method has burned many platforms because they failed to understand the attributes of small B customers: fast + cheap, not just cheap; fast delivery is the topic of our next article;
4. Online promotion methods: Currently, no successful industry cases have been seen;
**Summary:** The core of field promotion operations lies in changing store owners' purchasing habits, which is much deeper than store visits under a purely deep distribution model; it is not just about visit steps, but also a series of coordinated front-end and back-end efforts. The FMCG B2B team and field promotion are more like special forces operations. This article is just to discuss FMCG B2B field promotion operations with everyone.
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